Conducting a Brand Audit

Growth Exchange

What is your brand story?

Three layers to understanding brand purpose

WHAT
Every organization knows WHAT they do. These are the products and services they sell or produce.

HOW
Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.

WHY
Very few organizations know WHY they do what they do. The WHY is not about making money (that’s a result). The WHY is a purpose, cause or belief. It’s the very reason an organization exists.

"People don’t buy what you do, they buy why you do it. The goal isn’t to sell to people who need what you have…but sell to people who believe what you believe. When you identify and call out your business purpose, you will drive true loyalty and engagement."

Simon Sinek

Author

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Finding Your Why

Personal Story

Each employee’s personal story can bring us closer into understanding the Brand Story, because whether you articulate your story well or not, you have a story. The better you understand it, the better you can mold it, change it and control the narrative.

Sample Questions:

How did you find out about this organization?
What attracted you to the organization?
What were your first impressions?
What are your impressions now? What changed?

Brand Story.

Every brand has a story to tell. With some help, it can be a great story that moves people to act. Our job is to answer questions and work exercises that lead us to that story. We’re looking for ‘human truth’ behind organization, a way of presenting the brand that’s believable and interesting – because it’s true.

Sample Questions:

What do you do? (Without talking about your services)
Describe a memorable moment.
What sets you apart?
What are the different features of the organization?
Tell us a story. (Personal or a “Legend”)

Purpose

A purpose statement states the organization’s Why in its purest form. It’s less literal, more emotional. What drives you? A great purpose statement gives all stakeholders a sense of the character of the organization, which is proven out by its actions. Purpose is what guides you.

Sample Questions:

Why do you exist?
What do you stand for?
What motivates you?
What are you passionate about?

Beliefs

Most of the belief statements will come after interviews.
However, asking some direction questions can go a long way
into identifying possible paths. We have found that a belief
statement works best when you start with “We believe…”
The belief statement aren’t typically directly stated anywhere.

Sample Questions:
What do you believe about the industry?
What do you believe about your co – workers?
What do you believe about your customers?
What do you believe about the community you serve?
What do you believe about the world?

Brand Voice

A brand’s voice is made of words, phrases and characteristics that set the brand apart. What does your
brand sound like? What is the tone? What is the attitude?
To be successful, this voice rings with truth. It feels personal, trustworthy and human. What makes people interesting is that everyone is unique; everyone has their own voice.

Components of the Brand Voice:
Personality
Attributes
Benefits
Culture

Brand Voice Sample Questions

Questions for each component

Personality
What company / celebrity would you compare yourself most closely with?

Attributes
What do you do best? What could be improved?

Benefits
What sets you apart? What is your contribution to the non-profit community? What value does your service provide?

Culture
How would you describe the culture of your organization? How is it changing (or not)?

Famous Purpose Statement

Unveiled

We exist to connect people to what’s important in their lives through friendly, reliable and low – cost air travel.

Southwest Airlines

We put smiles on the faces of everyone we touch.

Nintendo

We bring inspiration and innovation to every athlete in theworld. And if you have a body, you’re an athlete.

Nike

We make people happy.

Disney

Goal: Insight

Data + Beliefs

Insight is truth. But it’s almost better than truth. Insight can be more moldable than truth, because insight has an expiration date. What was once true may not be true anymore. What is true for one person may not be true for everyone. Insight is truth without expectation or boundaries. It is a glimpse into a moment of time when everything converges, and the world makes sense. Insight can evolve or be built upon. Insight isn’t exhaustive or complete. It fills in the gaps but also creates new ones. You don’t need to figure it all out or uncover all the answers. You’re just searching for that hook that others can hang their hat on. But to have meaning, it has to be true.

Your Why is a mirror. It is aspirational. We should always be asking - How can we make this more true?

Craig Bittner,

Osign

Create Buckets

Pay attention to themes uncovered during internal research

Beliefs

What beliefs stand out?
What beliefs pass the BS meter?
What beliefs convey an emotional response?

One Thing

The WHY emerges
Continue to uncover stories.
Is the story an indication of abigger truth?
Is it a story or a “legend”?

Actions / Ideas

What are ways you can make the beliefs MORE true?
What ONE THING emerges from the clutter?
What ideas emerge that can connect your WHY to your audience?

Brand Archetypes

Brand Personality Test

Determining your brand personality can provide a lot of key insights for how to communicate your brand to clients and donors. Using the insights gathered from your research, it helps to identify your Brand Archetypes. These archetypes are like any personality test – you are a combination of a lot of traits. So, there is no hard and fast rule, but these are a guide to helping you talk about yourself in an honest, genuine way that reaches your audience.

Brand Archetype

Creator goal: to give form to a vision

Any brand that dismantles
old systems or processes and creates something new in its place would be expressing the Creator archetype. The organizational structure whether loose or ordered, is always collaborative; teamwork and brainstorming sessions are critical yet must still allow employees autonomy and the freedom to create.

Creator Brands:
Crayola, Sony, YouTube, Adobe, Lego, Canon

Brand Archetype

Explorer strategy: seek out new things

Independent and brave
, the Explorer is motivated to experience new things. Pushing boundaries
and taking risks are a commonplace. The Explorer wants the freedom to forge a unique path and focus on self – discovery.

Explorer Brands:
Jeep, REI, NASA, Starbucks & your competitors

Brand Archetype

Maverick motivation: risk & mastery

To challenge what is not working and liberate others from conventional ways. These brands are unconventional
and revolutionary. The Maverik lives to break down barriers and nothing will stand in their way. They will carve a new path from what is not working.

Maverik Brands:
PayPal (Old Money/New Money Campaign), Tesla, Urban Outfitters

Defining Your WHY

Not Just a Tagline

Once you have your why, you have to own it. You have to make it your home – a place where the term or phrase extends into your brand so that they become synonymous. In many cases, it is not a tagline at all. You just have to carry it and find unique ways to express it.

9 Brand Audit Slide Presentation.pptx from communication18

Growth Exchange