1. The document discusses seven key baselines for building brands for social and spiritual impact beyond borders, including making culture central, building an ecosystem to attract talent, accepting that every organization is now digital, building creative brain trusts and production studios, putting stories at the center, and telling diverse, global stories. 2. It provides tips for thinking about brands, including audience mapping, language and copy, art direction, design, developing a brand's design language, and testing. 3. The document stresses understanding culture and identity before audience development, including segmenting audiences and considering factors like region, race, class, gender, and ideology. It asks how brands want people to feel.

1. BRANDBUILDINGFORSOCIAL&
SPIRITUALIMPACT
BEYOND BORDERS DMA - LECTURE 2

2. 7KEYBASELINES

3. 1-CULTURE
IS EVERYTHING

4. 1. Be Inclusive
2. Play a non-zero sum game -
“Love for your sister what you
love for yourself.”
3. Be Mentorship Driven
4. Have Porus Boundaries
5. Give People Assignments
6. Experiment & Fail Fast
2-BUILDANECOSYSTEM
THATWILLATTRACTTALENT
ECOSYSTEMS & MOVEMENTS VS.
THE NON-PROFIT INDUSTRIAL COMPLEX
From, Startup Communities:
Building an Entrepreneurial
Ecosystem in Your City
by Brad Feld

5. ISNOWADIGITALORGANIZATION
3-EVERY ORGANIZATION
THESOONERYOUACCEPTTHISTHEMORELIKELYITIS
THATYOURORGANIZATIONWILLSURVIVE.

6. YOUHAVETOBUILDORGANIZATIONS
4-TODOTHISWELL
ANDPRODUCTIONSTUDIOS
THATEMPOWERCREATIVESTOLEAD

7. - Made up of a group of
colleagues who have
expertise and empathy
- In the case of Pixar the
central expertise is
storytelling
- The braintrust has no
real authority, they are
like a peer review
committee. They can give
you recommendations but
it’s for the director to
make the final decision
5-BUILDYOU’RECREATIVEBRAINTRUST

8. 6-STORIESAREATTHECENTER
OFEVERYPARTOFOURLIVES

9. 7-TELLTHEBEAUTIFUL,COMPLEX,
DIVERSE,UNTOLD,GLOBALSTORIES

10. -Brand audit / brand strategy
-Building a brand
-Rebranding
-Brand shifting
TYPESOFBRANDING

11. - Audience Mapping - You should understand your audience as a baseline to thinking about your brand
- Language, Copy & Slogans - What is the language of your brand?
- Up to you which comes
fi
rst, imagery or language, but the language is foundational to working with a
designer to set them in the right direction
- Art Direction - Never expect to work with a designer without giving them a lot of direction. You will
generally have a better idea than the designer about what you want. Give as much direction and as
many ideas as you can before starting the design process.
- Design - Always, always, always, look at the designers portfolio, and can also be good to look at
references
- Develop a Mood board together
- Design language for your brand
- Fonts, photography, etc.
- Web templates - how do you translate your brand to web and social media
- Social Media
- Manifesto
- Video
- Test - make changes based on feedback
HOWDOYOUTHINKABOUTYOURBRAND?

12. CONTENTISLIKEAGIANTPUZZLE
TELLINGTHESTORYOFYOURBRAND

14. - Mapping culture & identities to understand your audience
- How are you related to this culture for you to truly understand it?
- Muslims as a great example, with even people in the Muslim community treating us as one group, with
one identity. How do we break this down and really understand the true diversity of Muslim
populations?
- Muslims from where?
- Race
- Class
- Age
- Gender
- Ideology
- Immigration status
- Country
- Di
ff
erent types of Islam by region
- Spirituality
- Di
ff
erent segments within an organization - content consumers vs. donors
UNDERSTANDINGCULTURE&IDENTITYBEFOREAUDIENCEDEVELOPMENT

15. From Halal Branding by Dr. Jonathon Wilson

19. HOWDOYOUWANTTO
MAKEPEOPLEFEEL?

20. MOODBOARDSFOREVERYTHING

21. ITERATION#1-2012-THEMVP

22. ITERATION#2-2014

23. ITERATION#3-2014- LAUNCH&
TESTAUDIENCE

25. ITERATION#4-2015-ARTDIRECTION

27. ITERATION#5-2017

28. ITERATION#6
2018

29. ITERATION#7-2020

31. BRANDSHIFTING

34. REBRANDING