BRAND ELEMENTS
Defining brand elements can help onboard your team and potential audiences.
Purpose
The reason that your project, pilot, lab, intervention exists. The now and forever.
What do we value the most?
What are we most passionate about?
What drives us as?
What do we provide that the world really needs?
An example from Nike: 'Our purpose is to unite the world through sport to create a healthy planet, active communities and an equal playing field for all.' 🙃😉
⚠️Purpose can be shared as a statement to inspire, engage and activate people to join your project.
Vision
The final destination of your project, pilot, lab, intervention. The future.
What change do we want to make?
For whom?
What problem do we want to solve?
What would success look like?
An example from Habitat for Humanity: 'A world where everyone has a decent place to live.'
Mission
The roadmap of your project, pilot, lab, intervention. The present.
What you’re going to do
How you’re going to do it
Whom you’re doing it for or with
What values are driving your actions.
An example from NPR radio in the US: 'to create a more informed public, one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and culture within the United States and across the globe.'
⚠️A mission statement can be updated to meet your vision and purpose - like Patagonia has done.
Other approaches to inspire you:
Mozilla dot design 👉 https://mozilla.design/firefox/
Space10 Playbook 👉https://drive.google.com/file/d/0B90Z8EWr1RXzN2t6RWxSS1lKOHc/view
🧰Tools
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