Our education startup is faced with multiple possibilities for describing our core product - a curriculum. A wealth of terms exist within the field that each capture the philosophy of our work. Knowing how to brand the curriculum in a way that satisfies all stakeholders is a challenge we need help with.

Brand messaging conveys an organization's mission, values, and personality to the outside world. Understanding and clearly articulating this messaging is the foundation of an organization’s marketing and communications strategy. Brand messaging should include a positioning statement, tagline and supporting statements that address an organization's vision, mission, values, history and key stakeholders. This is a highly collaborative project between the organization and the professional, and it does not include a Logo Design or other visual identity elements.

A 3-6 page brand messaging document that articulates an organization's personality and vision. This document will include recommendations for messaging that enforce a consistent, wide-ranging application of the organization's brand identity.

The brand messaging document will include the following:

1. The organization completes the Brand Messaging Brief in preparation for the initial meeting.

2. The professional and the organization conduct a brand exploration meeting to discuss the organization's mission and vision, current brand, goals, target audience, competitors, and desired branding objectives. The professional and organization review the Brand Messaging Brief together.

3. The professional reviews the organization's existing brand messaging as communicated through the mission and vision statement, website and any available marketing materials to understand how the brand is currently communicated.

4. The professional researches the organization to gain a better understanding of the competitive landscape and how the public perceives the organization.

5. The professional and the organization meet to discuss the current perception of the brand and how this compares to the desired branding objectives.

6. The professional delivers an initial brand messaging document to the organization.

7. The professional and the organization conduct a meeting to discuss and review the initial brand messaging document.

8. The professional incorporates comments to finalize the brand messaging document.

9. The professional and the organization conduct a wrap-up meeting to review the final brand messaging document.

Professional

• At least 2 years of experience with brand management, marketing, advertising, public relations, communications or business development
• Experience in articulating a brand message and communicating it to the public

Organization

• Understanding of the organization's brand identity and marketing objectives
• A completed Brand Messaging Brief
• Understanding of the broader cultural context of the organization and its positioning in the market among its competitors
• Clearly articulated vision and mission statements