There isn’t a lot on how the advent of personal branding impacts organizational messaging. Your message is only as effective as the people who use it. If the organizational message conflicts with enough people’s personal brands, you’ve got yourself a problem.

You have an HR problem that is rearing its head as a messaging problem.

Attract people who care passionately about your cause and your mission, and this problem will resolve itself to a large extent.

Once you have the right people on the bus, make sure they have the right words. Words that support your organization’s brand, words that are easy to infuse with one’s personal passion for the work. With this in place, personal branding can support organizational messaging. And that’s good for everyone.

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Earlier this week, I was invited to give a workshop for 501 Commons volunteers. My advice to get off message raised a few eyebrows. Don’t we want everyone ‘on message’?! Nope, you want them ‘on belief’. Here’s what I mean.

You aren’t successful if every single person in your organization answers the question: “What does your organization do?” in the exact same way.

You’re successful if everyone answers that question using your 3 key words in a way that reinforces what you want to be known for with passion, energy and conviction.

Supporters want to engage with an organization that has a compelling way of addressing a cause they care about.

Word-for-word ends up being robotic. Robotic isn’t compelling.

Worry less about being “on message” and more about attracting staff and board who are “on belief”–you’ll go further, faster and with less effort.

(Here’s guidance on how to help your organization find its 3 key words.)

photo credit: Ѕolo via photo pin cc
 

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