Center: Our Power and Purpose
Why our organization exists and operates the way it does
Cornerstones: Core Values
How we manifest our core Purpose
Pillars: Brand Attributes
What we provide or represent to various audiences
Key Messages: Actionable Communications
Internal mantras and external statements that summarize our position on a particular brand attribute
A unified representation of what you stand for empowers everyone on the team to proactively contribute and hold each other accountable to your shared culture and goals. It is a great tool to use when recruiting, hiring and evaluating employees in alignment with key principles.
The highly visual format enables easy reference to the core values as they relate to the brand attributes that guide important business choices, such as handling client issues or developing a new product or service.
By making the space for different brand themes to take root and grow, the Compass supports clarity and consistency of voice. The framework serves as a helpful go-to reference when creating campaigns, either in-house or through an agency.