brand brief

    Another Use for A Brand Brief.

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    I have a client with a very successful technology company. His client list is a Who’s Who of other tech companies, the likes of which anyone would be proud.  When it comes to recruiting top talent, he competes with those same companies — even though the big boys are house hold names and he has a small firm. He often wins those recruitment competitions.

    I love this company. They do so many things right. They’re growing in head count. They’re giving back to the category by sharing IP. They are working hard to be inclusive in what is typically a homogenous technology landscape. And they incentivize women to enter the business through generous programs, while not paying lip service to equality.   

    As part of the welcome packet, all new employees receive the What’s The Idea? brand brief.  Mark Pollard has said many times “Strategy is your words” and this client wants employees to understand why they do what they do. The brand brief is the backstory that culminates in the “organizing principle for product, experience and messaging.”  It guides employees throughout their daily rigors. And behaviors. And deeds.

    You may call it culture. You may call it ethos. I call it brand strategy.

    Peace.

     

     

    A long in the tooth brand brief.

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    I wrote a brand brief 12 years ago for an organization that helps developmentally disabled adults.  The organization wanted a logo, so I wrote a brief.

    A couple of weeks ago I read about this same group in the newspaper and decided to reach out to see how they were doing.  I sent an email over the transom to the new head of development, along with the brief.  My hope with all brand briefs is that they will live on and on. They are crafted to do so. Each brand strategy (1 idea, 3 planks) is meant to hold the value proposition together and motivate action and loyalty over time.  Even through agency changes and campaign changes.

    The women responded this morning with a lovely long missive. It seems the brand idea is still relevant. Though the organization’s mission has changed thanks to the Americans with Disabilities Act Amendments Act of 2008, most of the brief elements are still valid, especially the idea or brand strategy. 12 years ago housing was the key goal, today it is employment. The target was broader in the original brief, while today it is focused on donors.  I’m proud of my 12 year old brief. She has grown well and strong.

    This little exercise, checking in on briefs and brands of yesteryear, is worth pursuing. In this case it proves “Campaigns come and go…a powerful brand idea is indelible.” Peace.