4. Will our organization lose its identity through a formal collaboration?
Not necessarily. Some formal collaborations enable each entity to maintain some version of its independent identity or brand. Some groups decide that their existing brands are so well recognized with their constituents that preserving some aspect of their brands will enable them to better serve their core purpose. Others decide that moving forward with one unified brand is more important, and that doing so will actually strengthen their ability to serve their core purpose. As long as leaders stay focused on what’s most important — serving the larger purpose — the branding question can be appropriately answered in a number of different ways.