Branding Worksheet

What is your organization’s mission statement?*
Why do you do the work you do… today?
What is your organization’s vision statement?*
Where do you see yourselves in one, five, ten years? How will things be different than they are today?

*If you and your partners have not crafted mission and vision statements, this is an important activity we strongly recommend. Contact your communication specialist for guidance and support.

What audiences do you serve?
Be as specific as possible, and remember that there is a distinction between primary and secondary audiences. For instance, at the state level, do you see yourself as primarily serving school districts? Families? Youth? Teachers? Or do you see your primary audience as state policymakers—even if your mission is to serve children and families?
PRIMARY AUDIENCES / SECONDARY AUDIENCES
What is your brand promise?
Craft a statement that defines what your audiences can expect from you.

Below are the five predominant “brand personalities” along with a list of attributes and core values for each one. Look at the list and choose a predominant personality that is in line with all you have written above.

Our brand personality is: ______

Next, hone your list of attributes and core values. Circle the ones that best reflect your organization or add others to this list.

Approachable / Resolute / Bold / Accountable
Helpful / Accessible / Steadfast / Courageous
Collaborative / Hopeful / Compassionate / Encouraging
Capable / Smart / Sincere / Cooperative
Realistic / Courageous / Resourceful / Unified
Thoughtful / Supportive / Committed / Adept
Determined / Passionate / Focused / Practical
Other: ______/ Other: ______
Other: ______/ Other: ______

Developing Your Logo

You and your partners may choose to use the SS/HS Schoolhouse log, modify it, or develop a new logo for your initiative. If you choose the latter, we strongly recommend that you work with a designer. Share your findings from this worksheet; the designer should be able to provide you with a few designs for review.

Don’t forget that color plays an important role in how people will perceive your logo. The colors families most associated with brand personalities are:

Sincere
(blues) / Exciting
(reds) / Competent
(greens) / Sophisticated
(purples) / Rugged
(yellows)

Your designer should be able to recommend color palettes as well as fonts to use.

Developing Your Tagline

A great tagline represents the benefits you offer to your audiences—not your mission. Look back at your brand promise statement (page 2), as well as the attributes you’ve selected. Spend time with staff brainstorming your tagline.

Identity Package Checklist

Here is a foundational list of materials and digital assets to which you should add your logo and (where appropriate) your tagline:

Branding Worksheet Page

 PowerPoint templates

 Letterhead/envelopes

 Business cards

 Brochures, flyers, posters

 Public Service Announcements

 Websites

 Blogs

 Email signatures

 Social media pages

 Promotional items

 Signage

 Outgoing voicemail greetings

Branding Worksheet Page

Be sure to contact your communication specialist for support at any point in your branding process.

Branding Worksheet Page