Brand Manifesto
EVOLUTION
A true brand is built for a lifetime. It evolves and grows alongside the work it is made for. It’s the vessel that lets you sink deep into the roots of your work and pull strength from it as you grow. A true brand is a living, breathing thing.
STRATEGY
A true brand is a powerful strategic tool. It acts as a blueprint for your growth, the soapbox for your mission and the key to the hearts and minds of your people. It is a solid presence in your work, a compass for every decision you make.
MEANING
In a true brand, everything has meaning. It is the gateway to your world, guiding your people with intention and thought. In a sea of arbitrary choices, your brand reflects the purpose of your work.
INVESTMENT
A true brand is not built in a day. Branding is not a prefab condo, but the property that you intend to build your house on. You tend it throughout your lifetime. All things true take time and effort – if they are to last forever.
TRUE STORY
A true brand tells the story of human emotion. The more authentic and true a story is, the more power it has. A brand is the ideal storytelling vessel because it speaks the universal language of emotion.
EXPERIENCE
In a true brand, design becomes invisible and leaves only human experience. You know you have it when all elements of your brand story are connected to its core, in a holistic, integrated organism that flows seamlessly through all channels.
PROCESS
Your true brand already lives inside you. Branding is the process of tuning in, distilling the essence, harnessing its qualities, and ultimately crafting the experience that speaks to the people that most need what you have.
LIVING ORGANISM
A true brand is deeply rooted in your purpose. It can weather storms, adapt and grow with you. It is infinitely flexible and changes seasons effortlessly. Your brand and your business make up the DNA of your work.
UNIQUE
A true brand is authentic and a genuine expression of you and sets you apart without effort. Marketing becomes a natural expansion because you are proud to use your voice and the heavy lifting has already been taken care of.
LANGUAGE
A true brand speaks one single language from the first contact to the last. It is not rigid, but flows along the story you are sharing with your people and returns with knowledge of how to understand and serve them better.
PRACTICE
Beyond and beneath it all, true branding is a practice. Every day, we work with our values, our people, our voice, honing our skills, crafting connections, and facing our truth. It lets you be ruthlessly authentic with your people and with yourself.
