Brand language and identity: verbal and visual branding
Research shows companies with a clear purpose, goals and strategy grow faster and are more successful. That clarity comes from identifying and articulating what makes your brand unique.
We’ll get to know you and your business inside out — to help you nail the words for any or all of the following:
Purpose or mission statement
A purpose or mission statement captures why your organisation exists — the positive difference you make to your customers and even to wider society.
A powerful purpose or mission statement doesn’t just tell the people how you, as a team, contribute to making the world a better place.
It also motivates your employees to turn up to work every day, ready and willing to deliver for you and your customers.
We’ll help you articulate your purpose or mission in a way that’s clear, memorable and, above all, authentic.
Vision and strategy blueprint
Communicating vision and strategy is all about being crystal clear on where you’re going — and the steps you’ll take to get there.
They tell your employees what they should be aiming for, and the steps you need them to take to fulfil your mission or purpose.
We’ll work with your leadership team to understand your vision and strategy. Then, we’ll translate it into language everyone in the org can understand — and work toward. So that, even when you’re not there to guide them, your teams’ decision making is aligned with your long-term goals.
Values
Your organisation’s values are the link between what you want to achieve and the employee behaviours that will get you there.
Having a strong set of values creates a culture where your people feel connected to each other and your mission.
They’ll also ensure you’re always hiring and keeping the people who are best able to grow your business.
We’ll work with you and your employees to uncover your org’s true values. Then, we’ll articulate those in language that resonates with your people and reflects your unique culture.
Customer promise or value proposition
Your customer promise is a single statement that translates your vision and purpose into words that speak directly to your ideal customer.
At Broom & Moon, we believe the most effective customer value proposition speaks the language of your buyer. So, first, we’ll help you figure out what makes that customer tick.
From there, we’ll give you the words to talk about how your product meets needs and fulfils their desires — in words your customer would use themselves.
Tone of voice
From Innocent Drinks’ “wackaging” to a letter from your bank, maintaining a consistent tone of voice is vital for any brand.
We can help you figure out the tone of voice that best represents your brand’s personality. We’ll also help you capture that tone in a clear set of guidelines everyone in the org can understand and apply.
And if you already have a set of tone of voice guidelines, but their use is inconsistent, we offer training to help with that too.
Naming
Of all the aspects of your brand language, your name is the one bit people will be using every day — whether they’re answering the phone or pointing customers to your website.
So you want a name that’s easy to say and easy to remember — while also capturing what’s unique about your brand.
We get compliments on our own business name every day, thanks to the story that inspired it. So, naturally, we love finding great names for our clients’ businesses and products too.
We can also work with you to craft a polished and consistent visual identity that will make you memorable in the eyes of your target audience. That identity will include:
logo
colour palette
typography
brand guidelines
Get our help with your next:
Purpose or mission statement
Vision statement & strategy blueprint
Values
Customer promise or value propostiion
Tone of voice
Naming
Visual identity
Our work
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Sapia: brand positioning for a fast-growing AI company
How we helped Sapia dial back the tech talk — to better speak to the needs of their target buyer.
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Mi9: a manifesto for employees who weren’t afraid to speak their minds
When Mi9 asked us to help create a manifesto employees could live by, we knew this wouldn’t be your average job.
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Dow Jones and the Wall Street Journal: a new purpose for a more challenging world
Dow Jones, the owner of the Wall Street Journal, needed a new purpose statement that reflected its status as a provider of reliable information in a world of fake news and social media echo chambers.
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Afiniti: values uncovered from bottom-up, not imposed top-down
Afiniti, a provider of AI to contact centres, was seeking a new direction for its business. In particular, its new CEO wanted Afiniti to be known as a values-driven organisation that could always be trusted by its customers.
Our thinking
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Vision statements: How to talk about your big dream for your business
The best vision statements take a big idea and paint it small. Here’s how to do that — with help from visionaries like JFK, Bill Gates and Henry Ford.
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How to come up with a memorable name for your product
Finding a name that captures the essence of your brand takes time, brain work and bravery — but it’s worth it if you end up with something as memorable as Bluetooth.
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How to find your brand’s authentic tone of voice
Your brand already has an authentic tone of voice. You just need to uncover it — as we discovered when we worked with a hip Australian media company.
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10 tips for crafting a powerful purpose statement
If you want your people to live your purpose, they need to be able to remember it — and be inspired by it. Here are 10 tips for landing on a purpose that will make a difference to your org.
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Two rules for getting to your real values
Stick to these two rules for identifying your org’s true values — so you don’t sound like everyone else.
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Inside the mind of our brilliant designer
We recently sat down with Broom & Moon’s go-to designer for a chat about how she goes from brief to visual brand.
“The Broom & Moon team were quickly able to understand our company and the industry challenges that required us to be clear about our purpose. They helped us uncover our ‘why’ and distil it into simple, compelling words that everyone was able to get behind, and then gave us the strategies to bring that purpose to life.”
Sir William Lewis
CEO & Publisher, The Washington Post
“I was so impressed with your ability to quickly understand the complexities of our business. You immediately grasped the importance of getting input from multiple cultures, speaking multiple languages, and the significant challenges of doing that. I loved the creative ways you came up with to get everyone talking, which meant we landed on an inspiring vision that was right for our business and resonated with our whole team.”
Tracey Fellows
Former President, Microsoft APAC
Want help finding your unique purpose and talking about it in a way that’s unmistakably you?
We’d love to help.