[introduction]
Each year, the DeBoer Foundation, a US-based charitable group supporting causes in developing countries like Myanmar, selects a diverse group of mid-career citizen leaders for a fully funded scholarship program.
This intensive year of personal and professional development involves expert instruction and mentoring in areas like leadership, strategic planning, communication, and ethics.
[the brief]
The foundation sought to capture its unique brand essence. They aimed to define their identity and values as a foundation that operated both globally and locally, tackling immediate needs with innovation and courage.
The goal was to create a brand positioning that reflected their commitment to empowering leaders and making a lasting impact, all while operating with generosity and compassion.
[the approach]
We conducted a thorough brand audit, including interviews and landscape analysis, to understand DeBoer’s core values and operational style.
This involved identifying their key pillars: helping those in need, adapting to any situation, and creating a lasting impact. These pillars were then translated into brand values like generosity, innovation, and determination.
[the insight]
The key insight was that DeBoer Foundation functions with two dimensions. It focuses on providing practical and real world relief, while applying that ethos to their core brand values of generosity & compassion, innovation & courage, and collaboration & determination. This became the foundation of their unique brand personality: caring, brave, and inspiring.
[the outcome]
The chosen brand essence was “Go Do Good.” This encapsulates DeBoer Foundation’s entrepreneurial spirit and dedication to breaking barriers to aid those in need.
It reflects the foundation’s commitment to venturing into new approaches and areas, while responsibly managing risk to create opportunities for impact.
