Brand purpose is changing everything. It's changing business strategy, it's changing the employee experience and it's changing how we build brands. In this section we review the importance of taking on a planet problem that you and your team can solve together. It doesn't have to be big, it just has to be something that you are motivated to commit to overtime.
As purpose defines why you do what you do, your brand values define how you do it. Brand values are like your inside-out branding. They bring your brand to life in your everyday practices with consumers, supply chains and employees. They signal who you are and why your audiences should connect and build a relationship with you. In this section we help you define the values of your brand.
Your brand story is your greatest asset. It is your narrative. It defines who you are talking to, what their needs are and how you will uniquely address them in a credible way. It's how you will make your brand exciting and relevant to your audience. You will be telling this story over and over so we craft it strategically, step-by-step using proven industry brand building models.
Alongside your brand story, we will develop your Earth Ambitions. These are the sustainable development goals your brand chooses to address. We will show you how to map them out so they can be measured, credentialed and verified. Your Earth Ambitions may become an important part of your brand story so the work we do here helps clarify how to speak about them. We will also address the communities your brand can influence, or will be influenced by, to make things happen.
At this last step, we will develop your customer journey to define the channels and campaigns best suited for your brand. This step is crucial for planning your communication investment and defining the creative assets you will develop. Brand building is strategy so we end with your brand compass, the tool you will use for all future decision making.
After a successful 20 year career as a global brand leader with Grey Global Advertising and Saatchi & Saatchi, building legacy brands including National Geographic and Tide, Wendy made a shift. Having experienced the power of brands to change behavior, create community, and build belonging, Wendy’s new mission unfolded: to leverage this power for good. Wendy has been enabling impact entrepreneurs to uncover their unique brands, anchor their company values, and bootstrap the creation process while ensuring their work's integrity (AKA avoiding greenwashing at all costs). Wendy created the Earth Ambitious Brand framework to fill the gaps where traditional branding falls short. This course brings all the latest knowledge in brand building in the impact space.