Build your brand

Having a clear brand strategy will guide your strategic decision-making and help your organization communicate goals and conclusions clearly and effectively.

1. Identify your audience
2. Create a brand identity model
3. Pick a name (if you don’t have one already)
4. Write your purpose and position
5. Develop your look & feel (logo, look & feel)
6. Develop a tagline (optional)

1. Identify your audience

To be effective, you’ll need to know who you’re talking to when developing your voice, and your materials. Make a list of potential individuals or groups that you want to receive your messages. 

2. Create a Brand Identity Model

What is it? A simple framework to build your brand identity, or the aspirational associations that bring your brand to life for your audience. There are several good models to develop a brand identity. We used David Aaker’s Brand Vision Model.

A brand identity model is important because your organization will use it as a reference to develop:

1. 1. Your tagline
   2. Key messaging
   3. Tone of voice
   4. Logo / visual brand identity
   5. Mission / purpose
   6. Website
   7. Social assets

Brand Identity Model

3. Pick a name

If you don’t have one already, develop a list of at least a dozen potential project names. For your brainstorming exercise:

Think about your brand: What message do you want to convey? What values are important to you?

Use keywords: Identify keywords related to your industry or products/services.

Seek inspiration: Use online resources,  name generators, or even A.I. tools.

Test ideas: Get feedback from friends, family, or even kids!

4. Write your purpose / position statement

Be clear and simple. Avoid complicated language or industry-specific terms. Simplicity is key.

Highlight what defines you. Focus on words or ideas that truly reflect your organization’s character.

Stay true to who you are. Some parts of your brand might already be ingrained in the culture of your organization. Be honest about what defines you.

5. Build your look & feel / logo

We used a design team to develop a few ideas. After some interviews and brief discussions about the organization’s goals and aspirations, they used the Brand Identity as their main reference for initial sketches. 

6. Develop a tagline

A tagline isn’t 100% necessary right off the bat, but it might help add some clarity to your brand. Again, develop a list of ideas with your team.