brand brief

    A long in the tooth brand brief.

    0

    I wrote a brand brief 12 years ago for an organization that helps developmentally disabled adults.  The organization wanted a logo, so I wrote a brief.

    A couple of weeks ago I read about this same group in the newspaper and decided to reach out to see how they were doing.  I sent an email over the transom to the new head of development, along with the brief.  My hope with all brand briefs is that they will live on and on. They are crafted to do so. Each brand strategy (1 idea, 3 planks) is meant to hold the value proposition together and motivate action and loyalty over time.  Even through agency changes and campaign changes.

    The women responded this morning with a lovely long missive. It seems the brand idea is still relevant. Though the organization’s mission has changed thanks to the Americans with Disabilities Act Amendments Act of 2008, most of the brief elements are still valid, especially the idea or brand strategy. 12 years ago housing was the key goal, today it is employment. The target was broader in the original brief, while today it is focused on donors.  I’m proud of my 12 year old brief. She has grown well and strong.

    This little exercise, checking in on briefs and brands of yesteryear, is worth pursuing. In this case it proves “Campaigns come and go…a powerful brand idea is indelible.” Peace.