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Brand Design Mastery
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Brand Design Project Checklist
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Mod 1 - Intro & Welcome
Mod 2 - Closing a project
Mod 3 - Brand Strategy
Mod 4 - Creative Direction
Mod 5 - Logo Design
Mod 6 - Identity Design
Mod 7 - Brand Delivery
Mod 8 - Closing Remarks
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Defining Business Purpose, Vision and Mission

Problem

If we want to represent our clients, we really have to get to know them.

We’ll Cover:

Why understand purpose matters
How this looks like
How we do it
⁠

Start With Why - Highlights


People don’t buy what you do, they buy why you do it.
Simon Sinek, Start With Why

A common issue is not having the team aligned on the “why”, and one of the ways you can verify the misalignment is by asking them to state it or agree on it.
If we have multiple opinions, the brand is going to be schizophrenic - so let’s try to align all of these opinions.
📚 [Mod 03] Brand Strategy Recommended Reads
Name
Author
Module
Start With Why
Simon Sinek
Positioning
Al Ries and Jack Trout
Zag
Martin Marty Neumeier
There are no rows in this table
⁠

⁠

Align the why with the following statements

Purpose

Why do we do this?

Mission

What do we do to achieve the purpose

Vision

How will the world look like if we achieve our purpose?

Some examples:


Tesla

Vision
To accelerate the worlds transition to sustainable energy
Mission
To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles

Nike

Vision
We see a world where everybody is an athlete — united in the joy of movement.
Mission
Our Mission is to bring inspiration and innovation to every athlete* in the world. [*If you have a body, you are an athlete.]

IKEA

Vision
To create a better everyday life for as many people as possible.
Mission
Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

⁠

How to do this

Step 1: Collect Information

What are they doing (products/services)
Who are they?
How they got into doing it?
Who else is doing it? How are they different?
Why are they doing it?

Step 2: Confront Inconsistencies

Do they all agree on the why?
Does the “why” contradicts something else they said?

Step 3: Refine the Message

If there are multiple versions, craft into a single statement

⁠

Summary

We want to align on the statement of the brand
To do what we really have to get to know them
Our goal is to craft a statement they can stay behind

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