A Framework for Branding
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The document outlines a strategic approach to defining a global brand, highlighting its components such as vision, mission, and identity. It emphasizes that branding is not merely about messaging, but about the actions and essence of the organization. Key elements discussed include purpose statements, sub-brands, and the importance of connection with constituents.
A Framework for Branding
- 1. 1 Our Journey of Definition Defining A Global Brand
- 2. 2 Our journey to define a global brand. The Big Picture of Branding • We want to look at the brand strategically as our global identity. • One brand has many components • Depth of identity to serve us over time We are on a journey to clarify our vision. That journey will help us focus our identity in a compelling way.
- 3. 3 Our journey to define a global brand. Branding: An End or a Means? Branding "is not what you say but what you do." Why Johnny Can’t Brand – Bill Schley A brand is a result, not a tactic. One cannot go about branding an organization or a product or a service; the organization, product, or service is what creates the brand. In a brilliant twist, the experts have bottled an end and sold it as a means. Fast Company Magazine
- 4. 4 Our journey to define a global brand. Branding Simplified Brand = Identity Brand = Promise Definition Relationship
- 5. 5 Our journey to define a global brand. The Branding Dilemma
- 6. 6 Our journey to define a global brand. Vision Statement: Our vision for every child, life in all its fullness; Our prayer for every heart, the will to make it so. Mission Statement: World Vision is an international partnership of Christians whose mission is to follow our Lord and Savior Jesus Christ in working with the poor and oppressed to promote human transformation, seek justice and bear witness to the good news of the Kingdom of God. Tag Line: Building a Better World for Children Our Vision: We will lead Southern Baptists to be on mission with God to bring all the peoples of the world to saving faith in Jesus Christ. Our Mission: Making Jesus Christ known among all peoples Tag Line: That all people may know him
- 7. 7 Our journey to define a global brand. Key Elements of Our Brand • Overall Brand: The sustainable identity that connects our constituents to us. – Context: The overall connection between who we are and those who support us.
- 8. 8 Our journey to define a global brand. Key Elements of Our Brand • Sub-Brands: The brands that sit below the overall brand and represent key strategies or arenas of ministry – Context: The brands that define media and healthcare.
- 9. 9 Our journey to define a global brand. Key Elements of Our Brand • Purpose Statement: What we know internally is the driver for our founding and continuing of ministry. – Context: For internal validation of our focus on the Great Commission.
- 10. 10 Our journey to define a global brand. Key Elements of Our Brand • Vision Statement: What we tell external audiences the world will look like as God blesses our efforts. – Context: For serious partners who want to know what is behind the excitement.
- 11. 11 Our journey to define a global brand. Key Elements of Our Brand • Mission Statement: What we tell others we do on a daily basis to accomplish the task God has entrusted to us. – Context: Share it across the dinner table and repeat it in everything.
- 12. 12 Our journey to define a global brand. Key Elements of Our Brand • Tag Line: The powerful phrase that inspires people to relationship with us. – Context: Shout it from the roof-tops.
- 13. 13 Our journey to define a global brand. Key Elements of Our Brand • Logo: The image that is used to make a connection between our constituents and the brand. – Context: The image you use on all materials to connect people to our brand.