Use Your Brand for Good
What is a brand and how do you use it for good? At Joy Ethic, we help mission-driven organizations discover and leverage their brand for good. A brand isn’t a logo. It’s not business fighting for market share. A brand, fundamentally, is a promise. A flag you put in the sand that denotes who you are and what you stand for.
Make a promise that matters.
Joy Ethic leads an intentional, team-centric rebrand process focused on finding the unique overlap between what matters to you and what matters to them. We turn the results of that workshop into a set of brand guidelines that include a brand rationale, brand pillars, tonal words, typography, brand colors, etc to help you communicate with clarity.
Communicate the promise.
How will they know if they never hear? Web design, photography/videography, traditional campaigns, digital campaigns, organic content on social — every communications, marketing, and public relations opportunity is an opportunity to clearly communicate your promise to the world.
Everything about - and everyone in and around - your organization is communication — strengthen that opportunity and use it for good.
Deliver the promise.
I’m married and we have two kids. I can’t just tell my wife that I love her — I have to show her by helping cook dinner, helping get the kids ready, take her on dates, etc. You actually have to deliver on your words. This is done in real moments in actual space and time. You can get strategic and consider if your product/services are delivering the promise effectively or if the product/services themselves need to be re-imagined in a way that better delivers the promise.
I’ve heard it said that you are doing marketing because you failed at product, and you are doing sales because you failed at marketing. When we apply our brand framework to an organization, each of these areas begin talking to each other in a cycle of continuous improvement.
Strengthen your promise.
Tell the stories of times you delivered the promise. Platform those. Display them. Talk about them. Create systems and annual plans for managing your communications and marketing efforts and cycles for continuous improvement. Measure what matters — find the right KPIs for the important things and don’t sweat the rest.
