LivingWorks Identity: Brand strategy

Brand

The word "brand" has several competing definitions. Some simply refer to the symbols and graphics unique to a corporation or institution, others treat the term more expansively, as in advertising Walter Landor’s definition, “Simply put, a brand is a promise.” For our purposes we are using the broader definition. Brand is everything we say and do and how we say and do it.

What is the LivingWorks brand?

LivingWorks Education Inc. has evolved since 1983 to become the leading provider of suicide prevention training programs in the world. We have done this by implementing innovative growth strategies that are wrapped around simple principles: listen to and respond to the communities need for programs that teach skills.

LivingWorks is more than an education provider. We are a world leader. We innovate. We incubate. We develop skill levels. We assist trainers. We save lives. LivingWorks is in the business of building suicide-safer communities.

More formally, LivingWorks core concept can be summed up as what follows:

LivingWorks has been helping communities become suicide-safer since 1983. LivingWorks programs are part of national, regional and organization suicide prevention strategies around the world. Developed using Rothman’s social research and development model, these programs prepare community helpers to intervene and prevent suicide. The learning experiences are interactive, practical, regularly updated and customizable. Comprehensive, layered and integrated, there is a program for everyone who wants to help.

Why brand LivingWorks?

If LivingWorks does not define itself, others will define it. Taking an active role in our own brand definition is motivated by five basic reasons:

1. To be visible. LivingWorks chooses to be more visible, not less. To be perceived as responsible, not irresponsible. To be understood, not misunderstood. This communication initiative requires us to consolidate and clarify our messages, an obligation we owe to all of our constituents.
2. To gain greater recognition and respect. To ensure we get the credit for all of our actions and programs.
3. To build greater public awareness of LivingWorks as a value-generator. LivingWorks helps individuals and organizations in all stages of training. From brainstorming and training products to intellectual property and the highest quality standards in its programs. LivingWorks is available to all caregivers and organizations to help prevent suicide and contribute to suicide-safer communities.
4. To gain greater trainer network support.
5. To train all caregivers who are involved in suicide prevention

Graphic standards

Graphic standards provide details to trainers, consultants and staff responsible for creating materials that incorporate any of LivingWorks logos and trademarks. These standards provide guidance to those trainers, consultants and staff of LivingWorks to design consistent collateral pieces ranging from brochures, flyers, and signs to videos, web pages and multimedia presentations. They also assist printers, graphic designers, sign makers, advertising agencies and others who work with LivingWorks entities and training programs.

Consistently applied and thoughtfully executed, graphic standards help “brand” the organization as well as its large trainer network. Each flyer, video and website sends a message—and each communication piece, no matter how simple, contributes to the reputation of LivingWorks.

Are graphic standards the “brand”?

No. Graphic standards assist in forming a consistent impression of the organization, but graphics are not in and of themselves the brand. They refer to LivingWorks promise to our stakeholders, but they are not a promise.

Whose responsibility are graphic standards?

Everyone’s. Though LivingWorks Communication Department is tasked with establishing standards, maintaining brand consistency is the responsibility of the entire LivingWorks community. We all benefit from speaking in one voice.

I understand others must comply with LivingWorks graphic standards, but do I?

Yes.

Are there exceptions to LivingWorks graphic standards?

Almost never. On occasion, production issues, unusual formats or very unique circumstances require a deviation from the graphic standards, but that is extremely rate and must be approved by LivingWorks Communications Department.

Brand attributes

These attributes should inform all LivingWorks communication materials, though obviously not every concept can or will need to be addressed in each collateral piece.

These all must be Achievable, Likeable and Timeless for the programs to carry on.

Education
Skills Development
Learning

Leadership

Social Responsibility

Global Perspective
(Multi-cultural)