Example: At S'mores Inc., we want to bring more joy to the world. Our fleet of graham cracker-coated trucks are dispersed across the region to deliver chocolatey, marshmallow treats to the front-range and beyond. Our team of 20 S'mores Coordinators are constantly working to perfect the fluff-factor and become the board-room snack of choice.
Not sure what a "Why" even is? Take 15 minutes, grab a snack, and watch this TED talk by Simon Sinek
. It might just change your entire business – it changed ours!
We find it's most helpful to set SMART goals. They help us reach our destination without veering off course. SMART goals are Specific, Measurable, Achievable, Relevant and Time-bound.
Examples: 20% increase in sales in 6 months, 30% increase in membership this year, reduce admin costs by 15% in 3 months, serve s'mores in at least 2 meetings this quarter.
How old are they? Where do they work and play? What are their interests? If we met them at a party or function, what would they be like? Keep in mind that many organizations have multiple audiences (ie. donors, volunteers, customers, etc.)
Examples: research product information, get contact details, ask questions about services, look up pricing.
Let's get into the weeds
We always want to see the forest for the trees, but sometimes we've got to see those trees, too. Have no fear – you're almost done!
Your logo is just one visual expression of your brand. A brand consists of colors, textures, fonts, image treatments, voice-and-tone guidelines and more that shape the visual and written narrative of your organization. If you don't have brand guidelines, we may recommend a separate project for this before we start on our journey.