Ostendo Brand Core Workbook Instruction Manual

Ostendo Brand Core Workbook

Specifications

• Product Name: Brand Core Workbook
• Manufacturer: Studio Ostendo, Co.
• Contact: Kaleb Dean, kaleb@studioostendo.com

Product Usage Instructions

Section 1: Golden Circle – Why, How, What

The Golden Circle is an alternative perspective that challenges existing assumptions about why some leaders and organizations have achieved a disproportionate degree of influence. It emphasizes that leaders can inspire action instead of manipulating people to act.

Why: Great branding comes from the core. Start by identifying the reasons behind why you do what you do.

How: Begin by considering what your company does and work your way to why you do it. Ultimately, your goal is to build your brand and messaging around the why.

What: Example (Asana):

• Why: We want to see humanity thrive.
• How: We enable the world’s teams to work together effortlessly.
• What: We develop world-class project management software.

Mission: Asana’s Purpose: To help humanity thrive by enabling the world’s teams to work together effortlessly.

Section 2: Why, How, What Worksheet

This worksheet helps you drill down and distill your core beliefs. Start with what you do, then explore how you do it practically, and finally refine why you do it in the way you do.

Use the following questions to guide your exploration:

• What do you do? What is the end result? What do you actually produce?
• How do you do that? How do you do it practically? What systems, tools, and practices do you use?
• Then, how do you do that via mechanism, philosophy,belief, strategy, or expertise? How does that impact customers?
• Why do you do it that way? What compels you to do that? Why do you believe that? Why will doing it that way change the world?
• Why is that important to you? Why is that important to others?

Next Steps: Use the insights gained from the worksheet to inform the next few pages of the workbook.

Section 3: Purpose
In this section, write down, sketch, brainstorm, and think through your purpose. Finish with one succinct purpose statement.

Examples:

• Studio Ostendo: To visually organize the world in order to cultivate better culture, relationships, and creation.
• IKEA: To create a better everyday life for the many people.
• Special Olympics: To transform communities by inspiring people throughout the world to open their minds, accept, and include people with intellectual disabilities and thereby anyone who is perceived as different.
• San Diego Zoo: To become a world leader at connecting people to wildlife and conservation.
• Life is Good: To spread the power of optimism.
• Charles Schwab: Helping investors help themselves.
• Casper: We believe sleep is the superpower that charges everything people do.

Section 4: Vision

In this section, write down, sketch, brainstorm, and think through your ideal future. Finish with one succinct vision statement.

Examples:

• …
• …
• …

FAQ

Q: What is the purpose of the Brand Core Workbook?
A: The purpose of the Brand Core Workbook is to help individualsand organizations identify their brand core (purpose, vision, mission, and values) and share it with the world.

Q: How can I use the Golden Circle concept to improve my branding?
A : The Golden Circle concept challenges existing assumptions about leadership and organizations’ influence. By focusing on why you do what you do, you can build a strong brand and messaging that inspires action instead of manipulating people to act.

Q: How can the Purpose and Vision sections help me clarify my goals?
A: The Purpose section allows you to define why your organization exists and what drives it. The Vision section helps you visualize and articulate your ideal future. Both sections can provide clarity and direction for setting goals and making decisions.

WWW.OSTENDO.DESIGN

Welcome to the Brand Core Workbook
Use this simple guide to identify your Brand Core (aka purpose, vision,mission, and values)—and share it with the world.

Golden Circle

Golden Circle is an alternative perspective to existing assumptions about why some leaders and organizations have achieved such a disproportionate degree of influence. It is the proof that leaders are able to inspire action instead of manipulating people to act.

Great branding comes from the core. So dig down and think about what drives “Why” you’re doing what you are.
It might be easier to start on the outside with “What” you do as a company and work your way to “Why”. Ultimately, you want to build your brand and messaging around “Why”.

Example: Asana

Why
We want to see humanity thrive.

How
We enable the world’s teams to work together effortlessly.

What
We develop world-class project management software.

• Asana’s Mission:
  To help humanity thrive by enabling the world’s teams to work together effortlessly.

• Asana’s Purpose:
  We are purpose-driven people,dedicated to serving something beyond ourselves.

Why, How, What Worksheet

Use this sheet to drill down and distill your core beliefs. Start with “What” you do, work through “How” you do it, and refine “Why” you do that in the way you do.

• What do you do?
  • What is the end result?
  • What do you actually produce?
• How do you do that?
  • How do you do it practically?
  • What systems, tools, and practices do you use?
• Then, How do you do that via mechanism, philosophy, belief,strategy, or expertise? How does that impact customers?
• Why do you do it that way? What compells you to do that?
• Why do you believe that?
  • Why will doing it that way change the world?
• Why is that important to you?
  • Why is that important to others?

Next Steps
Next, use what you worked on above to inform the next few pages.

Purpose

Why do we exist?

• Write down, sketch, brainstorm, and think through your purpose.
  Finish with one succinct purpose statement.

Examples

• Studio Ostendo
  To visually organize the world in order to cultivate better culture, relationships,and creation.

• IKEA
  To create a better everyday life for the many people.

• Special Olympics
  To transform communities by inspiring people throughout the world to open their minds, accept, and include peoplewith intellectual disabilities and thereby anyone who is perceived as different.

• San Diego Zoo
  To become a world leader at connecting people to wildlife and conservation.

• Life is Good
  To spread the power of optimism.

• Charles Schwab.
  Helping investors help themselves.

• Casper
  We believe sleep is the superpower that charges everything people do.

Vision

What future do we want to help create? What does the future look like?

Write down, sketch, brainstorm,and think through your ideal future. Finish with one succinct vision statement.

Examples

• Studio Ostendo
  To create a clear, communicative, and aesthetic world.

• Casper
  We’re here to awaken the potential of a well-rested world.

• Uber
  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher income for drivers.

• Caterpillar
  Our vision is a world in which all people’s basic needs—such as shelter, clean water, sanitation, food, and reliable power—are fulfilled in an environmentally sustainable way and a company that improves the quality of the environment and the communities where we live and work.

• Oxfam
  A world without poverty.

• Alzheimer’s Association
  A world without Alzheimer’s disease.

Values

How will we conduct ourselves in support and pursuit of our mission, vision, and purpose?

You can add as many as you like, but 3–5 is a healthy start.
Each Value may be a succinct statement with a description of how that is carried out. See the first point of each example.

Examples
Studio Ostendo

1. Have More Fun Than Anyone Else. That is, enjoy the work, or create work that you enjoy. The same sentiment is competitive, like sport, which is core to who we are at Studio Ostendo.
2. Creat Work You Are Proud Of,No Matter What.
3. Seek First to Understand, then to be Understood.

Whole Foods

1. We Satisfy and Delight Our Customers. Our customers are the liveblood of our business and our most important stakeholder. We strive to meet or exceed their expectations on ever shopping experience.
2. We Promote Team Member Growth and Happiness
3. We Care About Out Communities And the Environment
4. We practice Win-Win Partnerships with Our Suppliers

Patagonia

1. Use Business to Protect Nature
   The challenges we face as a society require leadership. Once we identify a problem, we act. We embrace risk and act to protect and restore the stability, integrity, and beauty of the web of life.

2. Build the Best Product

3. Cause No Unnecessary Harm

4. Not Bound by Convention

Mission

What are we here to do? How can we create that future?

• Write down, sketch, brainstorm, and think through what your mission is. Finish with one succinct mission statement.

Examples

• Studio Ostendo
  To bring 1000 ideas to life that bring people together and elevate the human experience.

• Casper
  We’re setting a new standard in sleep innovation.

• JetBlue
  To inspire humanity—both in the air and on the ground. We are committed to giving back in meaningful ways in the communities we serve and to inspire others to do the same.

• Dropbox
  We’re here to unleash the world’s creative energy behind designing a more enlightened way of working.

• Yeti
  Build the cooler you’d use every day if it existed.

• Ra Yoga
  Create connection, opportunity, love and spae for the human condition.

Kaleb Dean
Studio Ostendo, Co. kaleb@studioostendo.com

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