A Brand Identity Platform is an expression of an organization’s intentions in six parts.
1. Positioning
What we hope to “be” in our audiences minds, compared to other companies.
2. Purpose
What we are in business to do
3. Mission
Beyond the economics, why it is worth doing.
4. Composition
What we hope to “be” in our audiences minds, compared to other companies.
5. Culture
The distinctive shared behaviors that best support our common purpose and mission.
6. Personality
Our chosen style and manner.
POSITIONING
Provides a short yet specific statement of the position the organization hopes to earn in the mind of it’s audiences; relative to other organizations.
The statement should cover three bases:
- Industry- definition can be conventional or creative.
- Geography- establishese the regional, national, or global scope of the company’s leadership aspirations.
- Ranking- establishes a comparative position to which the entity aspires, within its industry and geography.
“Colorado’s unparalleled restorative care and residential treatment program for sexually exploited teenagers.”
PURPOSE
Expresses the organization’s functional reason-for-being… what it does, makes or provides every day. The purpose statement provides a continuing focus for corporate decisions, as well as communications.
“Our purpose is to guide young women on their path to self empowerment. We provide a healthy and stable environment that is unprecedented in rehabilitation, education, and personal growth services.”
MISSION
If Purpose is “what we do,” Mission would be “why it is worth doing.”
The sense that an organization’s contribution is meaningful to human society is the driving factor of management, employee, clientele and investor loyalty. It is as close as you can get to a corporate soul.
“We believe that a young woman’s past does not have to equal her future.”
COMPOSITION
What are the defining principal parts and how do they relate to achieve the corporate purpose? This statement explains the company in terms of its organizing concept and/or its components. More precisely, the question is; “To best support our positioning, how do we want people to understand our composition?”
“Today we are a team of professionals with a strong dedication to the treatment and development of abused young women. As we grow we expect to become the preferred destination for all at risk youth for generations to come.”
CULTURE
Identifies any distinctive behaviors which help to characterize and differentiate the corporate brand. Its leaders believe it be helpful if not critical in achievement of the corporate purpose. This explains how the company culture relates to those of its industry, national base, and owners/founders.
“We are a coalition of advocates, driven by hope to help exploited, betrayed, and trafficked youth in this country. Our most fundamental values are integrity, commitment and excellence.”
PERSONALITY
If Kairos was an individual with a personality, what traits would it possess?