TLDR
What?
- As Gitcoin continues to evolve, we’re taking the opportunity to examine our brand (across different expressions (from visual to verbal to experiential).
- This post aims to share the work that’s been done on our Brand Vision and Brand Mission, both of which closely relate to and complement our previously ratified Brand Purpose which can be found here, as well as our Brand Values which build upon these three strategic aspects.
Why?
- This is the second in a series of governance posts we’ll share as we continue to evolve our brand in public in an effort to engage and align the wider Gitcoin community.
- The first post in the series, which explains key definitions like Brand and Brand Strategy then walks through the foundational work leading up to the synthesis of the Brand Strategy, can be found here.
Anything else?
- Most of the items linked here can be found on the MMM Brand Hub.
- In addition to discussion and feedback here, we welcome additional discussion feedback on the #mmm-brand channel in Discord as well as the #brand-pod channel which will launch later this week.
- We will also be sharing this information during tomorrow’s Gitcoin Community Call (12/7/2022)
A quick reminder of how we go here and the objectives of evolving the Brand Strategy, including Vision and Mission
After months of foundational work that included reviewing past iterations of our mission and vision, speaking with different community members and thought leaders, surveying stakeholder audiences completed, and coming back together to synthesize, we started to distill key pieces of our Brand Strategy (as a reminder, you can learn more about Brand and Brand Strategy in the last governance post in this series, here.)
The Brand Strategy is not meant to be overly prescriptive. Rather, it aims to offer a framework as well as a set of tools that should give contributors and the community a clear sense of direction. It also helps to inform design development and decisions.
Our intent is to develop a Brand Strategy that builds upon our existing Brand Purpose, creating a cohesive Brand Narrative - giving us more clarity around key strategic elements and considerations that can inform the evolution of our visual identity.
In its entirety, the Brand Strategy will define vision, mission, core principles, and strategic approaches for the foreseeable future (until another revision is deemed necessary by the community). The aim is to align the DAO around a set of common values and objectives so we can collectively do a better job in allocating resources, setting priorities, executing, and evolving towards a shared “North Star.”
To better understand how we reached the below, and to understand it more comprehensively, visit our Brand Evolution Board as well as the original Brand Attributes Workshop, which kicked off this work. We’ve referenced our community’s past work - including the Other Internet work and the Mission and Vision work
To be clear, this copy is NOT final; at this point in time we are looking for conceptual alignment as we continue to drive the design efforts and the visual expansion of the brand.
Our Brand Vision, Mission and Values as they relate to our Purpose
As mentioned, these Brand Strategy elements are meant to serve as guardrails for our path forward, helping us to make decisions - from product innovation to partnerships to designs - more effectively and efficiently. They are not set in stone as our Brand, like our community, is living and breathing. They are meant to be a guide in the near term, and so we want to feel confident and excited about them.
As a reminder, our already ratified Brand Purpose (which by definition explains what we’re here to do - and sits somewhere between Brand Vision and Brand Mission) is: to empower communities to fund their shared needs.
Brand Vision: A brand vision is the message telling our audience(s) why we’re here - our north star. To that effect, our working Brand Vision is: We envision a better future [alt: world] shaped by community led positive change.
Brand Mission: A brand mission is how we work towards our vision – or the “how we do it” complement to the
“why we’re here” and “what we’re here to do.” To that effect, our working Brand Mission is: To create tools and touchpoints that make it easier and more equitable for communities to build what matters.”
Brand Values: Our brand values are tied to the foundational beliefs we stand for. They refer to the “ideals” guiding our actions and decisions.
- Empowerment: We define empowerment as giving others the tools to step into their power and do something
- Impact: We define impact as having a measurable effect or influence
- Mutuality: We define mutuality as the sharing of feeling, action, or relationships
- Trust: We define trust as the belief in the reliability and intent of someone or something
- Forward Thinking: We define forward thinking as favoring innovation and progress as tools for building a better future
Again, we are sharing these for feedback as our hope is to align, engage and discuss. We welcome ALL feedback. Once we’ve aligned on the Brand Strategy, we will use it as a lens through which to continuously evaluate and refine design.
Whether or not we move forward with a brand refresh, rebrand, or something in between is up to us - the main goal is to ensure there is intentionality behind our design elements, and that we feel confident our brand expressions uphold our strategy.
Share your feedback!
We welcome all feedback and questions at this stage and invite you to discuss this further during our Gitcoin Community Call (FKA DAO Vibes) takeover on 12/7.