This guide is designed to help the department create a consistent online visual style and voice, while also allowing the divisions to tell their own unique stories that enhance the brand and the mission.
The Department Brand Archetype
- Goal: To care for and protect others
- Traits: Caring, maternal, nurturing, selfless, generous, compassionate
- Marketing niche: Help people care for themselves, serve the public through healthcare, education or programs
- Messaging: Should create an emotional connection
- Descriptive words: Compassionate, dependable, helpful, caring, supportive
- Examples: Johnson & Johnson, Campbell’s Soup