Building Brand Identity to Mitigate
Misinformation and Connect with Audiences
WEBINAR
Personal Responsibility Education Program
March 2, 2023
Joseph Boven, Child Trends
Stephanie McInnis, RTI
Katy Suellentrop, RTI
Agenda
Introductions
Objectives
Brand Relevance
Brand Definitions
Developing a Brand Identity
Implementing a Brand
Question and Answer
Practice
Introductions
Joseph Boven
Research Communications Specialist
Child Trends
Stephanie McInnis
Health Communication Analyst
RTI
Katy Suellentrop
Senior Manager, Public Health
RTI
Poll: Do you have the information you need to be a
brand ambassador for your project?
Objectives
Describe the meaning of brand, brand image, brand reputation, and
brand identity
Understand how brand image and identity affects public perception
and interaction and can help address misinformation
Understand the components of brand identity
Develop and implement a brand identity for your respective PREP
projects
Poll: Do you have the information you need to be a
brand ambassador for your project?
Poll: Do you have the information you need to be a
brand ambassador for your project?
• Yes, I’m ready with an elevator speech and a brand statement
• No
• What’s a brand?
• I can speak knowledgeably about our project , but I'm not
comfortable calling myself a "brand ambassador"
Poll: Do you have the information you need to be a
brand ambassador for your project?
The Relevance of Brand: An Overview
Poll: Do you have the information you need to be a
brand ambassador for your project?
The Relevance of Brand: An Overview
New supervised injection sites cause controversy in
uptown neighborhoods – Amsterdam News
OVERDOSE PREVENTION CENTERS (OPCS)
We made history and became the first organization in the US to open
two OPCs that monitor drug consumption on-site. – OnPoint’s site
Barker, C. J. (2021, December 9). New supervised injection sites cause controversy in Uptown neighborhoods. New York Amsterdam News. Retrieved February 8, 2023, from
https://amsterdamnews.com/news/2021/12/09/new-supervised-injection-sites-cause-controversy-in-uptown-neighborhoods/
Poll: Do you have the information you need to be a
brand ambassador for your project?
Poll: Which challenges have your PREP project(s) faced in
how they are perceived or received? Select all that apply.
• The use of inaccurate facts by the community or press about the
intent of the project
• The use of inaccurate facts by the community, policymakers, or media
about the outcomes of the project
• The use of disinformation to hamper public opinion of your project
• Community or parent rejection based on preconceived notions about
the project not supported by facts
• I have not experienced any of these challenges
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Definitions
Poll: Do you have the information you need to be a
brand ambassador for your project?
Poll: What is a brand?
• A name, term, design, symbol, or any other feature that identifies one
seller’s goods or service as distinct from those of other sellers
• Art of aligning what you want people to think about your company with
what people actually think about your company
• Encapsulation of a company’s mission statement, objectives, and
corporate soul as expressed through the corporate voice and aesthetic
• How someone perceives a particular organization
• A promise
• Something you see on the side of cows
• I don’t know yet
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand
“A set of tangible and intangible attributes
designed to create awareness and identity and
to build the reputation of a product, service,
person, place, or organization.”
Sammut-Bonnici, T. (2015). Brand and branding. In C.L. Cooper, J. McGee and T. Sammut-Bonnici (Eds.), Wiley encyclopedia of management.
https://doi.org/10.1002/9781118785317.weom120161
Brand Definitions
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Image
“Brand image is the current view of the
customers about a brand. It can be defined as a
unique bundle of associations within the minds
of target customers. It signifies what the brand
presently stands for. It is a set of beliefs held
about a specific brand.”
Juneja, P. (n.d.). Brand image. Brand Management. Retrieved January 31, 2023, from
https://www.managementstudyguide.com/brand-image.htm
Brand Definitions
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Identity
“It’s the collection of all visual and verbal brand
elements that portray a desired image and
tell a meaningful consumer story.”
Jursa, K. (2021, June 29). Brand blueprint vs brand identity vs brand. LinkedIn. Retrieved January 31, 2023, from
https://www.linkedin.com/pulse/brand-vs-branding-identity-kim-jursa
Brand Definitions
Poll: Do you have the information you need to be a
brand ambassador for your project?
Branding Goals
To shift public opinion from the current Brand
Image to the aspirational Brand Identity by
creating the components of a brand identity and
then growing brand awareness and reputation
through the communication and implementation
of that brand identity.
Brand Goals
The Components of Brand Identity
• What does a brand identity consist of?
• Brand statement
• Voice
• Messaging
• Talking points
• Logo
• Graphic design, images, colors,
typography
• Actions
Brand
Identity
Voice/
Personality
Logo
Images
Messaging
Talking Point
Actions
Design/
Typography
Brand
Statement
Brand Components
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Identity Example
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Identity Example
Poll: Do you have the information you need to be a
brand ambassador for your project?
Poll: Do you have the following items related to your
project? Select all that apply.
• Vision
• Mission
• Brand statement
• project objectives or goals
• None of the above
Poll: Do you have the information you need to be a
brand ambassador for your project?
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Developing a Brand Identity
1
Establish the goals of
branding. What are
you trying to achieve
through the process of
branding?
2
Determine your
project’s brand pillars.
3
Develop a brand
statement.
4
Use the brand
statement and pillars to
build the remaining
component of your
project’s Brand Identity.
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Step 1: Branding Goals
Step 1: Establish the goals of branding. What are you trying to achieve
through the process of branding?
• Build feelings and associations
• Create an identity
• Build a positive reputation
• Connect with clients
• Improve image
• Separate your identity from others
• Align with your community or those you serve
• Etc.
Developing a Brand Identity
Step 2: Brand Pillars
Step 2. Core brand concepts or Brand Pillars: A way to organize
your brand
• Brand Pillars: A tool to organize the core concepts found in
your mission and vision statement and means to conceptualize
the values, characteristics, goals, and attitudes of the project
• Pillars: Purpose, Position, Personality, Perception, Promotion
Developing a Brand Identity
Brand Pillars: PREP Examples
Audience Purpose Position Personality Perception Promotion
Client
Outcome
Who does the project
serve? Who else are
you speaking to?
Why does the
project exist?
What do your
clients receive from
your project that
they don't from a
similar service or
potentially no
service?
What is your
project’s
personality and
attitude?
How do you want
your audience to
view the project in
the future in
comparison to
how they view it
now?
How do you
ideally want the
project to be
accessed and
experienced?
How do you want
your clients to
feel when they
complete the
project?
At-risk youth ages 14-
16 in urban
communities, Low-
income earning
parents, Families,
School
board members,
Decision makers,
Sub-recipients
Build personal
responsibility,
Reduce
unwanted
pregnancy,
Empower youth
to delay sexual
activity
Evidence-based
education,
Proven model,
Scientifically proven,
Evidence-based
behavior change
Friendly, Open,
Family-
oriented, Cool,
Caring,
Thoughtful,
Down to earth,
Educated
Trusted source,
Good neighbor,
Needed resource,
Apolitical,
Essential
Meet clients
where they are,
Accessible to all,
Family-based
outreach, High
visibility and
client awareness,
Timely and
responsive
Confident,
Prepared,
Educated,
Empowered,
Future ready,
In control
Developing a Brand Identity
Brand Pillars
Audience
Who does your project serve? Who do you need to reach to
provide access to those you serve?
At-risk youth, Urban setting, Low-income earning parents,
Families, School board members, Decision makers, Sub-recipients
Developing a Brand Identity
Brand Pillars
Purpose
Why does your project exist?
Build personal responsibility, Reduce unwanted pregnancy,
Empower youth to delay sexual activity
Developing a Brand Identity
Brand Pillars
Positioning
What do your clients or community receive from you that they don't from a
similar service or potentially no service? What do your clients want?
Evidence-based education, Proven model, Scientifically proven, Evidence-
based behavior change, Family-centered reproductive health education
Developing a Brand Identity
Brand Pillars
Personality
What is your project’s personality and attitude?
Friendly, Open, Family-oriented, Cool, Caring,
Thoughtful, Down to earth, Educated
Developing a Brand Identity
Brand Pillars
Perception
How do you want your audience to think of the project in
the future in comparison to how they view it now?
Trusted source, Good neighbor, Needed resource,
Apolitical, Essential
Developing a Brand Identity
Brand Pillars
Promotion (Experience)
How do you ideally want the project to be accessed
and experienced?
Meet clients where they are, Accessible to all,
Family-based outreach
Developing a Brand Identity
Brand Pillars
Client Outcome
How do you want your clients to feel when they
complete the project?
Confident, Prepared, Educated, Empowered,
Future ready, In control
Developing a Brand Identity
Brand Pillars
Audience Purpose Position Personality Perception Promotion
Client
Outcome
Youth in urban
communities
Parents
Decision makers
Public
To empower
youth to delay
sexual activity
Provide
evidence-
based
behavior
change model
Down to
earth
Trusted
source
Accessible to
all
In control
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Step 3: Brand Statement
A brand statement “shrinks all your thoughts
about your business mission, values, promise,
and character into a concise statement that
defines what you do, how you differ from all
other similar solutions, and what you pledge to
consistently deliver.”
Chiaravalle, B., & Findlay Schenck, B. (2017, January 17). How to define your brand with a brand statement. For Dummies. Retrieved February 1, 2023, from
https://www.dummies.com/article/business-careers-money/business/marketing/how-to-define-your-brand-with-a-brand-statement-145798/
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Statement
Develop a brand statement
• Use the project’s vision, mission, programmatic goals and
objectives, and newly crafted pillars as guideposts in your choice of
core concepts, audience, and phrases that define your project’s
brand identity
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Statement
Build a brand statement by using the brand
pillars to…
• Describe who the project serves (Audience
Pillar)
• Describe what the project does and its brand
promise (Purpose Pillar)
• Show how the project differs from other
solutions (Position Pillar)
• Use adjectives and language that represent
the personality you want to convey
(Personality Pillar)
• Add details from other pillars as desired as a
result of branding goals, audience needs, or
preference
Audience Purpose Position
Youth in urban
communities
Decision makers
Public
To empower
youth to delay
sexual activity
Provide
evidence-based
behavioral
change model
Personality Perception Promotion
Client
Outcome
Down to
earth
Trusted
source
Accessible to
all
In control
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Statement
Complete your brand statement by…
• Using the phrases, ideas, and words to write one or two sentences that define
“what you do, how you differ from all other similar solutions, and what you
pledge to consistently deliver.”
Examples:
• “Greenpeace is an independent campaigning organization, which uses non-violent, creative
confrontation to expose global environmental problems, and to force the solutions which
are essential to a green and peaceful future.” –Greenpeace
• “To organize the world’s information and make it universally accessible and useful.” –Google
• “To educate adolescents and young adults on both abstinence and contraception for the
prevention of pregnancy and sexually transmitted infections, including HIV/AIDS.” –FYSB
(PREP)
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Statement
Fill in the Blank:
We [Position Pillar] for [the Audience you serve]
that [Purpose: What you will consistently deliver] to
support [Client Outcome].
Final Statement:
We provide evidence-based behavioral models that
empower youth in urban communities to delay
sexual activity by giving them tools to take control
of their bodies and futures.
Audience Purpose Position
Youth in urban
communities
Parents
Decision makers
Public
To empower
youth to delay
sexual activity
Provide
evidence-based
behavioral
change models
Personality Perception Promotion
Client
Outcome
Down to
earth
Trusted
source
Accessible to
all
In control
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Brand Statement
Ensure your statement addresses...
• The project’s audience
• The context in which the served audience and the
project operates
• What the project does, how it differs from all other
similar solutions, and what it pledges to consistently
deliver
• What the project does so that it is not construed to do
something else
• The personality and character relayed in the project’s
brand pillars
• Adherence to the project’s mission, vision, objectives
and values
Use elements of your Brand
Statement…
• As the central component of
communications and messaging
• In external communications and
messaging
• As a central element in the development
of Brand Identity Components
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Step 4: Building the Components of Brand Identity
Use the elements of the brand statement and pillars
as a basis for all components of your Brand Identity
• Verbal and written communications (Messaging
and talking points):
• Align the audience and their context
• Include the project’s purpose and
position when possible
• Use the project’s personality in the
writing style
• Frame the project’s messaging with the
perception you want people to have.
Brand
Identity
Voice/
Personality
Logo
Images
Messaging
Talking
Points
Actions
Design/
Typography
Brand
Statement
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Step 4: Building the Components of Brand Identity
Images, design, and logo:
• Align the visual statement with your project’s
audience and their context
• Choose images and design content based on
purpose, position, promotional goals, desired
audience perception, and personality
Actions:
• Identify what actions to take through the brand
statement’s promise and the desired perception.
Brand
Identity
Voice/
Personality
Logo
Images
Messaging
Talking
Points
Actions
Design/
Typography
Brand
Statement
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Logo
Example 1: Logo Development
• Consider the purpose of your PREP project
• Consider whether aligning your PREP project with its federal roots is
best for your audience
• Consider your brand pillars and statement, including the feelings they
evoke, adjectives they use, and audiences they address
• Use the pillars and concepts in the statement to conceive images,
color, shapes, and a design that represent your PREP project
• Draft concepts
• Craft the logo and test
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Messaging
Example 2: How to Develop Branded Messaging
• Determine your goal—what are you communicating?
• Align language from your mission and brand statement by recalling the
keywords and concepts from those documents
• Ensure brand pillars align with messaging and tone—who you are, why you exist,
what you value, who you serve, your unique promise and value statement,
personality, and the service you offer
• Always align your message with your target audience and their context.
• Provide proof when possible that you deliver on success
• Use this message consistently across your channels in communications about
your PREP project
Developing a Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Messaging
Empowering Approachable Engaging Positive
Poll: Do you have the information you need to be a
brand ambassador for your project?
Consistency, Planning,
Implementing, and Communicating
Your PREP Project’s Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Consistency, Planning, and Internal Implementation
Create a Brand Book: This guide will house everything from your brand statement to design parameters,
logo use, messaging, and even style guide.
Develop an Internal Rebrand Plan: Include a timeline for producing and developing communications
materials and organizational collateral.
Develop an Employee Engagement Plan: Include a timeline and materials for the rollout of the new brand
to employees. This includes employee input sessions, brand reveal meetings, and notifications for the use
of branded materials.
Develop an External Communications Plan: Include a timeline to produce external outreach and talking
points along with release dates for partner, client, media, and public communications.
Consider Internal Implementation: This is the process of ensuring your brand components are embedded
in everything you produce and release to the public. This includes everything from your project director’s
comments in a public meeting to the pamphlets you hand out to youth or press releases sent to journalists.
Planning, Implementing and Communicating Your Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
External Implementation and
Communicating Your Brand
Build Identity or Recognition: Remain consistent in voice, tone,
message and visual identity
Build Trust: Do not break the promise you made in your mission and
brand statement in either actions or words
Build Brand Awareness and Reputation: Share your brand statement
across your channels and share success stories that support your brand
identity and provide proof of your promise
Manage Brand Reputation: Address misrepresentation of the project's
work through clear concise referrals to what the
organization does and its brand statement and mission
Planning, Implementing and Communicating Your Brand Identity
Poll: Do you have the information you need to be a
brand ambassador for your project?
Question & Answer
Poll: Do you have the information you need to be a
brand ambassador for your project?
Workshopping Brand Statements
• Broken into groups selected by program type.
• Each participant should use the worksheet sent to them via email and in the chat.
• Each team will have a facilitator to help guide you through the workshop process.
• Individuals will have 8 minutes to develop key words or phrases that describe your
PREP project by filling out a brand pillars worksheet. You are welcome to discuss the
words you are choosing with your team as you do so.
• Team members will then meet for 3 minutes to discuss their pillars and words with
the rest of their team.
• If the participants are satisfied with their pillars, they can then work on developing
a brand statement for the last 5 minutes of the workshop.
• Teams will then be brought back together to discuss their pillars, words, and
statements.
Poll: Do you have the information you need to be a
brand ambassador for your project?
Debrief
Poll: Do you have the information you need to be a
brand ambassador for your project?
Thank you!
Contact Us!
Joseph Boven: jboven@childtrends.org
Stephanie McInnis: [email protected]g
Tell us what you thought:
Poll: Do you have the information you need to be a
brand ambassador for your project?
Resources
Communication Research Resources
• Centers for Disease Control and Prevention Gateway to Health Communication:
https://www.cdc.gov/healthcommunication/index.html
• Institute for Public Relations Misinformation/Disinformation Research Library:
https://instituteforpr.org/category/disinformation/
• 5 Key Points About Government Branding Now: https://digital.gov/2014/07/25/5-key-points-
about-government-branding-now/
Communication Design Tools
• Canva (graphics creator): https://www.canva.com/
Groups
• Federal Communicators Network Community: https://digital.gov/communities/federal-
communicators-network/
Poll: Do you have the information you need to be a
brand ambassador for your project?
Citations
• Adidam, P. T. (2007). Brand identities: A framework for successful branding. Paradigm, 11(2), 46–
51. https://doi.org/10.1177/0971890720070208
• Adobe Communications Team. (2018, July 5). What is a brand promise? Definition, examples, and success. Adobe
Workfront. Retrieved January 31, 2023, from https://business.adobe.com/blog/basics/the-5-building-blocks-of-
an-effective-brand-promise
• Barker, C. J. (2021, December 9). New supervised injection sites cause controversy in Uptown neighborhoods.
New York Amsterdam News. Retrieved February 8, 2023, from
https://amsterdamnews.com/news/2021/12/09/new-supervised-injection-sites-cause-controversy-in-uptown-
neighborhoods/
• Chiaravalle, B., & Findlay Schenck, B. (2017, January 17). How to define your brand with a brand statement. For
Dummies. Retrieved February 1, 2023, from https://www.dummies.com/article/business-careers-
money/business/marketing/how-to-define-your-brand-with-a-brand-statement-145798/
• Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. In. M. E. Goldberg, G. Gorn, &
R. W. Pollay (Eds.), Advances in consumer research: Vol. 17 (pp. 110-119). Association for Consumer Research.
• Jursa, K. (2021, June 29). Brand blueprint vs brand identity vs brand. LinkedIn. Retrieved January 31, 2023, from
https://www.linkedin.com/pulse/brand-vs-branding-identity-kim-jursa
Poll: Do you have the information you need to be a
brand ambassador for your project?
Citations
• Harocopos, A., Gibson, B. E., Saha, N., McRae, M. T., See, K., Rivera, S., & Chokshi D. A. (2022). First 2 months of
operation at first publicly recognized overdose prevention centers in US. JAMA Network Open, 5(7), e2222149.
doi: 10.1001/jamanetworkopen.2022.22149
• Juneja, P. (n.d.). Brand image. Brand management. Retrieved January 31, 2023, from
https://www.managementstudyguide.com/brand-image.htm
• Marion (2022, March 9). What is branding? The Branding Journal. Retrieved January 31, 2023, from
https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/
• Sammut-Bonnici, T. (2015). Brand and branding. In C.L. Cooper, J. McGee and T. Sammut-Bonnici (Eds.), Wiley
encyclopedia of management. https://doi.org/10.1002/9781118785317.weom120161
• Wartick, S. (1992) The relationship between intense media exposure and change in corporate reputation. Business
& society 31, 33–49.
