Brighter Future Branding and Design

Brand Essence Kick-Starter PDF Vol. 02, 2021

Welcome to the Brand Essence Kick-Starter PDF If you’re a change-focused organisation with Brand Building System an important mission, a strong brand that captures the hearts and minds of your target Strategy 1 234 audience and employees is one of the most powerful assets you can have. Your brand tells Essence Positioning Personality Roadmap your story, communicates your vision, and attracts a community of people with similar Visual Identity Messaging 5 6 7 8 goals and values. Messaging Essence Positioning Represen­ While visually appealing branding is always an Pillars tatives advantage, the true strength of branding comes from within. It must appeal to the soul. It must 9 10 11 12 capture the imagination of others and compel them towards positive action for your cause. Basic Extended Design Style Guide Elements Elemets System In our Brand Building System, there are three blocks (Strategy, Messaging, Visual Identity), each containing four modules, that together build the foundation of a successful brand. 2 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

How it works In this PDF, we’re going to focus on the section serves as a catalyst, getting you WHY – the core or soul of a brand. This is thinking deeper and asking probing questions. the brand essence. This brand essence PDF prompts you to delve into your purpose, vision, As your journey unfolds and your organisation mission, core values, and your promise to comes to life, return to your answers the planet. This is also known as the social or frequently, and use them to adjust your brand environmental promise. All this makes up the essence until it feels right, as you will want your first module of the branding foundation. foundation to feel solid before you move on to the next modules. Each chapter contains several steps, starting with a brief description, then presenting Enjoy the journey of discovering your brand's questions to reflect on, prompting you to essence in the following pages, and if you need complete a specific task. There are examples any help, feel free to reach out. and tips that serve as a guide. Sincerely, What this PDF won't do is give you immediate The Brighter Future team answers. In a time where questions are now more valuable than answers, the question 3 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

pppppppuuuuuuurrrrrrrpppppppooooooossssssseeeeeee A brand purpose represents your brand’s reason for being. It sums up what you stand for above all else. A purpose statement should explain why you exist. It should sum up the higher-order reason for being a brand or an organsation over and above “making money” or “driving shareholder value”. Purpose statements are often referred to as a brand’s noble purpose or north star.

Questions to get you thinking: • What is our reason for being? • What do we stand for above all else? • What are we here to do? • What's the noble truth that guides our actions? • What makes us jump out of bed each morning? • What social and/or environmental impact do we have? • W hat social and/or environmental impact can we create? • W hat matters to us more than money? 5 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Task Example 1) In a team or alone, evaluate the questions and write down “Our purpose is to use our skills to help reverse climate change and everything that comes to mind on the worksheet on the next regenerate the planet.” page. Tip 2) Choose one item that resonates most, or combine similar items into one idea. As brand strategist Fabian Geyrhalter explains: 3) Create a simple statement that defines your purpose by filling “Fostering a win-win relationship between organisations and the out the mad lib on the next page. greater community is the ultimate goal of creating a brand with a purpose. Brands that integrate environmental and social causes into their purpose from the start will likely see their organisation's success translate into a greater impact on their social cause and vice versa.” 6 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Worksheet Statement Our purpose is to provide (your offering) to (your audience) , helping them to (the benefit) . (This statement is just a rough first draft that you will rewrite into something that rolls nicely off the tongue.) 7 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

ppppplllllaaaaannnnneeeeettttt The promise to the planet is something we have developed and integrated into our brand essence module, as we feel it is a vital part of purpose-driven organisations. This promise differs from a conventional brand promise and focuses solely on how an organisation can contribute to a brighter future on and for the planet.

Questions to get you thinking: • H ow can we leave the world a better place than we have found it? • How do we currently contribute to a brighter future? • W hat steps towards a better future do we take? • H ow can we combine customer needs, employer needs and environmental needs? • How can we shift from “what we can take” to “what we can give”? • What kind of approaches can we do better/differently? • What are we willing to sacrifice?

Task Example 1) B rainstorm answers to the questions listed above and write them “We are committed to building successful brands and identities, for down on the worksheet on the next page. environmentally focused organisations that create positive change in the world. 2) In a separate list, write down all of the contributions that you currently make that the planet profits from. It can be the actual We are very mindful with our resources and aim to cut emissions cause your organisation is focused on or any other contributions wherever we can. Therefore we do not own a permanent office. you make. In addition to this, we also promise to donate to and support 3) For each item on that list, write down why you do it. Do any of charities and NGOs in their goals of making the world a better place, the items seem misaligned? Is there room to add actions and alongside our three core commitments: contributions to your working routine? → We commit 1% of our profits to the planet. 4) If so, try to find alternative ways to approach these items. → W e commit to the planting of 50 trees for every client we work Brainstorm how you can change the way you do your work. For inspiration, please see the checklist on page 12. with. → W e commit to offsetting any carbon emissions and to being 5) C reate a promise for the planet statement that explains how you contribute to creating a better future. carbon negative.” Tip People trust organisations who keep the promises they make. Be careful not to overestimate your abilities and only make promises you know you can keep. Promises are pillars of trust and must not change too often. Start with small promises that you announce to the public—you can always add more promises at a later stage. 10 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Worksheet © Brighter Future, 2021 | www.brighterfuture.agency Promise 11 | Brand Essence Kick-Starter PDF

Brainstorm Checklist D esign & Communication: Can we use less ink or go fully digital? S ustainable Technology: Can meetings be done via the internet? Are we able to use less printing resources, with a different Can we use today's technology to create an environmental layout? advantage? P roduct Materials: How were the materials produced? Where T ravelling: Are we able to eliminate or reduce travelling? Will we do they come from, and where do we source them? How do we consider booking carbon offset flights, investing in electric cars or produce certain materials? transportation services (bus) for employees to reduce the number of cars on the streets? L abels & Certifications: Are there ethical certifications (FSC paper, Blue Angel, Fairtrade, etc.) that we can use and integrate? Energy, Light & Heating: Can we reduce our usage or be more resourceful and/or more efficient with energy? Are we able to P roduction: What methods are we using? How efficient is our source clean energy? production? Can we be more resourceful? Can we switch from pre-production to pre-orders? O ffice: How sustainable is our equippment and (IT) infrastructure? Can we reduce office waste, as well as e-waste? Can we create a S ampling/Prototyping: Can our prototypes be done digitally? If wildlife area around the office? not, how can we be more resourceful and reduce our waste? Can we use a more eco-friendly material for our prototypes? Working: Are we able to reduce working hours? Can we implement remote working? Can our organisation be set up as a Product Quality: Are we producing long-lasting solutions? remote business? Do we need an office or can we rent rooms as and when we need them instead? P ackaging: What material is our packaging made of? Can the packaging be designed smarter and/or simpler? Can we reduce Employees: Are we able to implement a hiring process that allows certain packaging attributes? Can the packaging save space and us to find the right people with the same mindset and passion? resources? What would this hiring process look like? D elivery: Does our delivery service have a large carbon footprint? Contributions: How can we contribute to environmental efforts? How can we reduce it? Can we incorporate charitable donations into our routine? Which charities do we want to support (tree planting companies, clean- Waste: How can we reduce our waste? How can we dispose of our up companies, carbon capture companies, etc.)? waste safely? How can we educate and raise awareness about waste reduction? Community: Are we able to build a community around our environmental efforts? Can we call our community to action? Recycling: Are there ways we can install recycling points within What could we do for our community? our organisation or community? How can we educate others and raise awareness for recycling? 12 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

vvvvviiiiisssssiiiiiooooonnnnn Your vision explains your brand's aspirations. Imagine what the future is going to look like for your organisation. It’s a little like the dreaded interview question “where do you want to be in five years?” but for your brand. Your vision is what you have your gaze set on.

Questions to get you thinking: • What future do we envision? • What future do we want to help create? • W hat change do we want to bring to the world? • What problem do we seek to solve? • W hy do we believe this problem needs to be addressed? • Does this problem matter to other people? • What change do our customers want to see? • What is our dream for this organisation? • Does our dream connect with others on a personal level? • What do we want our audience to know us for? • How could our brand experiment and grow as we move forward? • How do we want to be remembered when we no longer exist? 14 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Task 1 Task 2 1) In a team or alone, evaluate the questions and write down 1) Review the answers to the questions of task 1. everything that comes to mind on the worksheet on the next 2) C reate different goals that you'd like to reach in the next ten page. years and formulate them into simple statements on page 17. 2) Think about how all the answers tie into one vision. Example 3) Write a small paragraph about your vision in the present tense. Write as if the world you envision is already here. Be detailed in Our ten-year plan is to: your descriptions and tell it in a story-like manner. It doesn't have to be perfect, but it really needs to come from your heart. → Be the go-to branding agency for purpose-driven environmental organisations from all over the world. 4) Based on this vision story, create a simple statement that encapsulates your vision. → Be one of the leading educators on environmentalism, inspiring international leaders to transition to non-destructive businesses. Example → Start our own environmental projects, creating jobs and building “Our vision is to be the leading branding agency for environmentally healthy cultures. focused organisations, contributing to a brighter future for all.” → Be involved in the rebuilding of living spaces and communities that are aligned with nature. 15 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Worksheet © Brighter Future, 2021 | www.brighterfuture.agency Statement 16 | Brand Essence Kick-Starter PDF

Our ten-year plan is to: 17 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

mmmmmmmiiiiiiissssssssssssssiiiiiiiooooooonnnnnnn Imagine the Vision being your destination, the Purpose the reason why you decide to jump into the car, and the Mission the car (skills, services, products) that takes you to your destination. It's your long- term commitment. There are two different mission types in our Brand Essence framework: Main Mission: A mission in direct relation to the organisation’s activities. Measurable Mission: A measurable goal for the mission.

Questions to get you thinking: • How can we create our envisioned future? • What does the world need that we care about? • What does the world need that we can help deliver? • What strengths are we bringing to the table? • What need is our organisation uniquely able to fulfill? • What is our biggest know-how? • Are all people in the organisation on the same page? 19 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Task Example 1) In a team or alone, write your answers to the above questions on Main Mission: the worksheet on the next page. “We’re on a mission to help environmentally focused organisations create impact using the power of design thinking and branding.” 2) T hink about how all the answers to the questions above tie into your mission. Remember that your mission must be something Measurable Mission: that you are equipped to do with your unique skills. “Create 1000 identities for environmentally-focused organisations.” 3) Create a simple statement that defines the overall idea of your Tip mission. Here are four essential questions your direct mission statement 4) From this idea, work out the different statement types on page should be able to answer: 22. What do we do? How do we do it? Whom do we do it for? What value are we bringing? 20 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Worksheet 21 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Direct Mission Measurable Mission 22 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

vvvvvaaaaallllluuuuueeeeesssss “As within, so without.” Your core Values show what you, as an organisation, stand for. They serve as the compass that guides your brand story, actions, behaviours, and decision- making processes. Your core values show how you will behave in order to actualise your vision and mission. It's best to write clear and concise statements that give your values substance and direction.

Questions to get you thinking: • What is the culture of our organisation? • W hat are the qualities or behaviours we prize; for instance, curiosity, inclusivity, diversity of thought, etc.? • What are our beliefs and values? • What are our habits, traditions and rules? 24 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Task Example 1) B rainstorm your values. Write down as many as possible on the EVOLUTION STARTS WITHIN: worksheet on the next page­—preferably around 20-30 words. We love questions. While answers close doors, questioning allows evolution because it allows you to experiment and explore, leading 2) Categorise your values/words into related groups. to truly innovative solutions. We believe in lifelong learning and an 3) Identify the central theme of each group and give it a ever-expanding mindset, because to improve the world, we must first improve ourselves. representative name or title. 4) C hoose your top 3-6 core values and put them in a prioritised SHARING & CARING: We use our extensive skills and knowledge to educate others and order. make their lives better. We always communicate with the best 5) Build out a sentence or statement for each of the values you interests of our team and partners in mind. chose on page 27. WORKING TOGETHER: 6) If you like, you can create your own house principles on page 28 We believe in bringing the best of the collective together, embracing all skills and unique viewpoints to achieve the best results possible. based on your core values. For that, create two columns: one listing things you DO and welcome, and the other listing things LEADING BY EXAMPLE: you don't do and don't welcome. We put our planet first. Ending unnecessary harm to the planet is at the core of everything we do. By being true to ourselves, our 25 | Brand Essence Kick-Starter PDF work aligns with our passion, resulting in creative, authentic, and compelling work for our partners. Tip When brainstorming your values, consider the people you most admire and the personal experiences that you are proud of. If you have difficulty finding the right words, reverse the exercise to identify the things that you do not stand for. Then, when you need to name the groups, simply state the opposite of what you do not stand for. © Brighter Future, 2021 | www.brighterfuture.agency

Worksheet 26 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Core Value Statements 27 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

House Principles 28 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency

Almost done! We’re here to guide you. Congratulations on investing so much time And for those of you who are seeking some and energy into thinking about your help: We offer live online workshops for all organisation’s true essence and putting it six of our brand-building modules. down on (digital) paper. Don’t hesitate to contact us: But before you rush off to your next task, [email protected] please take a moment to revisit all of the We’re looking forward to connecting with chapters and make sure they all align with you. each other. Are there any gaps? Is something not quite clear or formulated in a confusing way? Do all of the statements complement each other and point in the same direction? Make sure that this first brick of your brand foundation is solid. It will save you lots of time and worry as you stack your next ones into a truly unshakable foundation. 29 | Brand Essence Kick-Starter PDF © Brighter Future, 2021 | www.brighterfuture.agency