ARTICLE SUMMARY: When you talk to non-designers about brands what they probably think you’re just talking about logos, products and websites.

Basically non-designers are clueless on what goes into creating and maintaining a brand, they only see the tip of the iceberg, the physical attributes.

Your Behavior Shapes Your Brand, Which Shapes Your Behavior” by Deroy Peraza takes a look at what’s below the surface when designing for a non-profit. It’s a good look at what’s involved, things like

  • Becoming More You
  • Living Into Your Brand
  • Codifying Behavior

Appearance is a facsimile of reality, never the complete picture. To really get to know a person you need to talk to them, listen, understand how they think, and observe how they behave in the world. You need to get to know what is going on below the surface.

The same goes for your brand. Once people are attracted by your brand’s great first impression, what will they look for and more important, what will they find? Your brand’s actions will speak much louder than your words.

People want to trust you, trust you with their friendship, time, money and attention.

As Deroy Peraza says, “Trust can only be earned, and it is best earned through authenticity and consistency.”

This is well worth the read, let us know what you think in the comments.