SITUATION: First Book (USA & Canada)

For over 30 years, First Book has strived to help children in low-income communities achieve educational equity across the USA. However, the organization’s work and approach have evolved significantly over the years, creating some discord between the existing brand and the current organization. As such, it has become more difficult to clearly articulate First Book’s value proposition to members, partners and donors.

OBJECTIVES

The organization sought assistance in crafting language that better reflects who they are today - and in a way that is meaningful and clear to each target audience. First Book’s executive team sought external help to drive alignment and consensus around a refreshed organizational mission and purpose platform.

STRATEGY

After a thorough discovery phase, the First Book executive team was engaged in a strategic branding exercise that resulted in the creation of a Brand Playbook. The Brand Playbook is a succinct but powerful definition of the brand and establishes guidelines for how the brand is publicly presented.

RESULTS

The program enabled First Book to better articulate its brand purpose, the values and principles that guide the organization, and the unique way they execute their vision.

This initiative will be instrumental in enabling the organization to build brand awareness, attract new donors and strategic partners, and ultimately, serve more children in need.

ROLES AND DELIVERABLES

• Marcom audit of client and similar organizations

• 1-on-1 executive interviews and summary presentation

• Full-day onsite brand strategy workshop with executives

• Workshop summary presentation

• Brand Playbook

• Boilerplate copy

• Tagline recommendations

• Employee brand training recommendations

• 12-month brand relaunch marketing plan (WIP)

ADDITIONAL BENEFITS

• Achieved executive alignment, which had been a previous challenge for client

• Formed a shared understanding of how employees’ daily work connects to a larger vision

• Created a strong, clear unified brand language

• Achieving the balance between simplicity of message and desired impact of the organization

WattAnyWhere (WAW) is a Switzerland-based clean energy technology start-up that has created an innovative solution for electric vehicle charging by using fuel cells that convert renewable ethanol into clean electricity.

OBJECTIVES

While the company founders are creating a breakthrough solution in clean, renewable energy, they’ve been focused on product development and business operations, rather than communications. WattAnyWhere’s messaging was somewhat fragmented and unfocused, and they lacked the consistent language to articulate their unique offering. As their business has gained traction in the market, they seek to more clearly articulate their brand purpose and the values and principles that guide them.

STRATEGY

My role was to provide strategic communications consulting to help WAW clearly define their brand purpose in a way that could be brought to life inside and outside their organization. With insights gained from a strategic discovery process, I developed a purpose-driven branding platform that the company will use as a blueprint to guide the evolution of their brand identity.

RESULTS

WattAnyWhere now has a clear and actionable brand messaging platform that incorporates its higher purpose and impact goals.

The mission-driven brand strategy blueprint is a concise but rich definition of the brand essence, establishing guidelines for how the brand will be publicly presented. It reinforces consistency with all communications by clearly outlining the organization’s vision, mission, brand promise, and brand pillars.

ROLES & DELIVERABLES

• Competitive marcom audit

• 1-on-1 executive interviews and summary presentation

• Virtual brand strategy workshop sessions

• Workshop summary presentation

• Brand blueprint

• Value proposition development for multiple unique target audiences

• Boilerplate copy

• Tagline recommendations