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    Course summary

    Well done on completing this course. Here is a summary of the key ideas from the course. We encourage you to discuss what you have learnt with your team.

    Creating visuals:Once you have a brand strategy to work from, a graphic designer can help bring it to life through a logo, colour scheme, font selection, photography style, and icon & pattern library. The most important part of your organisation’s identity is consistency.

    Logos– Logos can either be just the name of the organisation in a specific font (logotype) or the name of the organisation accompanied by a picture or symbol (logomark).

    Colour scheme– Colours are often associated with feelings, objects in nature, or even industries.

    Font– Fonts can look elegant, handwritten, traditional, modern, playful, or powerful. Choosing a font is an important part of visually representing an organisation’s identity.

    Photography style– Ensuring your organisation’s photos are well integrated can go a long way toward helping your organisation’s identity resonate with your audience, and thus furthering your reach.

    Icons & patterns– Icons are symbols used to guide an audience around various communication piece. Patterns are decorative elements that can be used to add more visual interest to communication pieces.

    Crafting messaging:

    An organisation’s messaging is defined as the words (or copy) an organisation uses to communicate its identity.

    Name– The goal of an organisation’s name is to appeal to its target audience, whether that be by generating curiosity, gaining credibility, or bringing clarity to the organisation’s offerings.

    Tagline– The goal of the tagline is to tell your audience what your organisation offers them before they even explore your communication pieces.

    Tone of voice– A tone of voice can come through punctuation, word choices, sentence structures, and how expansive versus minimal the communication is.

    Boilerplate– A boilerplate is a basic “About Us” statement that gives a brief overview of an organisation and lays out its promise and benefits in the proper tone of voice. It can be repeated in various communication channels and exemplifies the language that should be used to communicate.

    Creating an audience journey:

    Leaders guide questions:

    • Gather the visual ways (Logo, photography style, colour scheme, font, icons) your organisation is communicating.
      • Is there consistency across the visuals?
      • Does it align with the personality of your organisation?
    • Take stock of your messaging (name, tagline, tone of voice, boilerplate)
      • In what ways does it bring clarity to your messaging and in what ways (if any) does it create confusion?
      • Is it in line with the personality of your organisation? If not, what can be improved?
    • Considering the audience journey, how are you ensuring that your audience can move from awareness to advocacy? What can be improved to help them through this journey?
    • Are there any groups beside your target audience that you need to communicate to, if so, list them?
      • What specific information do they need that is different than what your target audience needs?
      • How best can you ensure that they have access to this specific information?
    Download the above summary and questions