Develop a Brand Strategy

To be successful, we need to create a brand strategy that does not discourage those of other ideologies by using words and phrases that appeal to one ideology. Our success, our country's success, depends on productive dialog and deliberation among people with different ideologies - to find the solutions that unite us.

The goal of this project is to create high-quality, foundational brand deliverables that can be leveraged and built upon over time by an ever-changing team of volunteer marketers, product managers, and developers to ensure brand consistency and reduce the need to “reinvent the wheel” with each new project we take on. We are seeking 2 volunteers who bring different perspectives and lived experiences to work together on this brand project.

Project Deliverables:
Internal Brand
Brand Purpose
Brand Vision
Brand Mission
Brand Values
Competive Analysis & Positioning Strategy
Brand Content Guidelines
Brand Personality
Brand Voice
Messaging Framework
Storytelling Framework
Brand Visual Identity & Design Libraries (in collaboration with Creative Lead)
Logo
Typography
Color Palette
Image Style
Iconography

EnCiv is a civic tech nonprofit with a mission to forge productive online national discourse. The current polarization of political rhetoric and associated media coverage presents challenges in creating messaging that speaks to Americans across the political spectrum. To bring the right balance of people to the discussions, we need help in developing a brand that showcases our intent to bring together differing voices for productive discourse. As part of our commitment to bringing together divergent voices to achieve common goals, we are seeking a pair of brand strategy experts to co-lead the brand development process. Ideally, we would like one volunteer who is intimately familiar with conservative ideologies, and another one who is intimately familiar with liberal ideologies. These co-leads and the rest of the EnCiv volunteer team will work together to create the new “across the divide” brand strategy for EnCiv.

What’s challenging and hopefully interesting about this is that this brand needs to inspire people from across the political spectrum. While traditional marketing dictates that we should find a target market and focus on that - that’s contributing to the polarization that we are seeing - some media conglomerates target conservatives, others target liberals.

Which isn’t to say that we can’t focus our efforts: there are many people in the middle, moderates, and independents, who agree we aren’t going in the right direction, but don’t believe it’s effective and don’t feel safe voicing their opinions.

Please see enciv.org to begin with, and the new civil-pursuit large scale deliberation tool is nearing completion. We have volunteers working on development, and marketing outreach. This brand strategy will help us be consistent, and inspiring without polarizing.