What is the knowledge + skillset of a great brand builder for change?
Strong brands for change start with skilled brand builders. What is the knowledge, and the skillset, of a great brand builder for change?
We've reflected on the skills we need ourselves each day, analyzed the profiles of our former participants who have gone on to build great brands for change, and we looked at people in the industry whose work we admire.
We identified three main areas of knowledge and skills, with four subsets each, and mapped them out.
The three key areas of skills, and subskills
This map of skills and knowledge can help all of us to identify our own strengths and areas for growth - and to create a helpful learning compass on our journey.
We can evaluate ourselves and each other on these points, and consciously seek out ways to strengthen our skills.
The skills map
1: The craft of brand building
STRATEGIC DIRECTION - I know how to create a smart brand strategy that will get people on board with our idea/product/service for change.
CREATIVE DIRECTION - I can lead the creative work which brings the brand to life: from visual and verbal identity to a myriad of experiences.
COMMUNITY BUILDING - I know how to effectively engage our stakeholders with the brand: through action, communication and campaigns.
TRACK AND GUIDE - I set and measure the brand metrics that matter, so we know if our work is effective, and adjust if need be.
2: Knowledge of change-making
TOPIC EXPERTISE - I have a solid understanding of the facts, challenges, and solutions in the area in which I try to create change.
ETHICS - I have a well-developed moral compass. I know what is the right thing to do in my daily work, and I am able to act on it.
SOCIAL INNOVATION - I understand how to develop, test, and build out ideas for change.
IMPACT GOALS - I go beyond good intentions. I (help) set a clear vision and impact goals so we can measure our effectiveness and progress, and communicate on these.
3: Leadership skills
BUILDING BRAND CHAMPIONS - I know how to get leadership and team buy-in so we can truly live the brand
HOLD THE VISION - I can clearly articulate the vision for the brand, and ensure we live up to it in the daily trenches
COURAGE - I have the courage to tell the world about our work, to experiment, doubt, question, and fail.
MINDSET - I know how to navigate in a constantly changing market field and embrace uncertainty as an advantage.
THIS IS a career journey
If you are looking at this map and wondering how any person might be able to cover all these skills, we understand. We don’t expect anyone to score 5/5 on ALL these skills.
The area of branding is so vast, that it’s almost impossible to master fully in an entire career, let alone when you add a social or environmental mission to the mix.
Each of us has different strengths and ambitions. Your map will likely look entirely different from mine. This is what our community-based learning model is all about - we each of us bring something different to the conversation - and that’s what enriches our skills.
This is not about judgment or failure: it's a roadmap that can help us identify our strengths and learning edges, and where we want to grow as people and professionals.
how will we use this map?
In the past 8 years, we created learning experiences as we encountered needs and gaps. Having a map of the skills required will help us focus our curriculum and content calendar more powerfully on those topics that matter most.
It will also help us track where community members stand today, and how they progress over time.
evaluate your skills TODAY
Use our skills map to evaluate where you are - and reflect on your strengths and learning edges. You don’t have to be a member to do the evaluation, you can access the form right here.
PRIVACY STATEMENT: A copy of your evaluation will be shared with our learning team. The data you share with us will be kept strictly confidential. We do not sell or share personal data with any other organization, nor will we use this evaluation to send you unrequested newsletters or other communications.
Help us improve the skills map
Do you think skills are missing? Do you have an experience to share of a skill that you think is crucial in your work? We’d love to hear from you! Send us a message at hello@brandthechange.org or join the community to discuss!