This presentation is a synopsis of my branding strategy and process used with multiple organizations globally.

1. 1
Our Journey of Definition
Defining A Global Brand

2. 2
Our journey to define a global brand.
The Big Picture of Branding
• We want to look at the brand
strategically as our global identity.
• One brand has many components
• Depth of identity to serve us over time
We are on a journey to clarify our vision. That journey will
help us focus our identity in a compelling way.

3. 3
Our journey to define a global brand.
Branding: An End or a Means?
Branding "is not what you say but what you do."
Why Johnny Can’t Brand – Bill Schley
A brand is a result, not a tactic. One cannot go about
branding an organization or a product or a service;
the organization, product, or service is what creates
the brand. In a brilliant twist, the experts have
bottled an end and sold it as a means.
Fast Company Magazine

4. 4
Our journey to define a global brand.
Branding Simplified
Brand
=
Identity
Brand
=
Promise
Definition
Relationship

5. 5
Our journey to define a global brand.
The Branding Dilemma

6. 6
Our journey to define a global brand.
Vision Statement:
Our vision for every child, life in all
its fullness; Our prayer for every
heart, the will to make it so.
Mission Statement:
World Vision is an international
partnership of Christians whose
mission is to follow our Lord and
Savior Jesus Christ in working with
the poor and oppressed to promote
human transformation, seek justice
and bear witness to the good news
of the Kingdom of God.
Tag Line:
Building a Better World for Children
Our Vision:
We will lead Southern Baptists to
be on mission with God to bring
all the peoples of the world to
saving faith in Jesus Christ.
Our Mission:
Making Jesus Christ known
among all peoples
Tag Line:
That all people may know him

7. 7
Our journey to define a global brand.
Key Elements of Our Brand
• Overall Brand: The sustainable
identity that connects our
constituents to us.
– Context: The overall connection between
who we are and those who support us.

8. 8
Our journey to define a global brand.
Key Elements of Our Brand
• Sub-Brands: The brands that sit below
the overall brand and represent key
strategies or arenas of ministry
– Context: The brands that define media and
healthcare.

9. 9
Our journey to define a global brand.
Key Elements of Our Brand
• Purpose Statement: What we know
internally is the driver for our
founding and continuing of ministry.
– Context: For internal validation of our
focus on the Great Commission.

10. 10
Our journey to define a global brand.
Key Elements of Our Brand
• Vision Statement: What we tell external
audiences the world will look like as God
blesses our efforts.
– Context: For serious partners who want to
know what is behind the excitement.

11. 11
Our journey to define a global brand.
Key Elements of Our Brand
• Mission Statement: What we tell
others we do on a daily basis to
accomplish the task God has entrusted
to us.
– Context: Share it across the dinner table
and repeat it in everything.

12. 12
Our journey to define a global brand.
Key Elements of Our Brand
• Tag Line: The powerful phrase that
inspires people to relationship with us.
– Context: Shout it from the roof-tops.

13. 13
Our journey to define a global brand.
Key Elements of Our Brand
• Logo: The image that is used to make
a connection between our constituents
and the brand.
– Context: The image you use on all
materials to connect people to our brand.