Branding Questions: E-mail to Art Prof

Our university is getting ready to open a senior art studio and gallery downtown and my department was brought in to help with developing a sub-brand for it. At George Fox, we value student input and involvement, so the art professor who is heading up the studio – and who is also a member of the university’s marketing team – asked me to send some questions to help facilitate a discussion with his senior art students on developing the sub-brand. So, I thought, why not pass it on? Maybe it will be of some use to you!

E-mailed Questions:

Vision:
What does the future look like?

Mission:
What is the primary reason for your existence?

Values:
What matters to you?

Brand Promise:
A brand promise is a valued and differentiating promise that you make to your most important audiences to meet a need or fulfill an expectation. The purpose of a brand promise is to encapsulate the ideas expressed by your vision, mission and core values into one succinct statement.

What promise can you make that will matter to your most important audiences?

Brand Creative Objectives:
Brand creative communicates your brand promise in ways that are emotionally engaging. What objectives can you identify toward this end?

Brand Creative Strategy:
One sentence on what you’re attempting to do.

Brand Creative Tag Line:
What is the “phrase that pays” for your target audiences? Take your brand promise and narrow it down to an emotionally engaging phrase or word.

Brand Creative Rationale:
Why will this creative work? A brand creative rationale can be developed by answering the following questions:

• Is this brand creative based on widely shared core values?
• Is it broad enough to encompass your diversity, yet specific enough to show your distinction?
• Does it fulfill a need or expectation held by your most important audiences?
• Is it is realistic? Is it something you can deliver?
• Is it aspirational?
• Is it different?
• Is it measurable? Can it produce tangible results?
• Is it dynamic? Can it cover all the things included in your mission and vision?

Brand Attributes:
What are the three to five action words or phrases that can be used as talking points for describing your brand?

*Keep in mind that this sub-brand is working within the context of our fully-develop institutional brand – Be Known.

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