Before you can know where you are going, you have to know where you are at, yes? I think this is a good general rule (I love vainly trying to apply big, general rules to most things even though I know life doesn't really work that way). More specifically, if you're ever really going to get where you want to go, you have to know who you are (I mean, sure, there are a lot of successful assholes out there who definitely don't meditate on much, but they never get too far before their personalities catch up with them I reckon. #politics).

I've broken down the heart and soul of what our brand is below (and am making a mental note that I'm going to have to update all of our internal documents after this post. It's cool. I actually love admin).

The goal is to use this breakdown as a foundation for all the branding development we will be doing moving forwards.

Our Brand Personality:
How would we describe our brand if it was a person?

(I might even write a little brand persona so we can really make these values come alive. More details in a future post!)

  • Respectful
  • Candid
  • Brave
  • Compassionate
  • Aware
  • Self sure

Our mission statement:
As a brand, what do we do every day?

We empower our audience about the positive power of cultural diversity by inviting respectful conversations about cross-cultural experiences.

Our vision:
What is the goal behind all of our actions?

To increase cultural diversity around the world.

Our content:
How does our content to further our vision and mission statements?


We write authentic, brave, vulnerable articles of exceptional quality about personal cross-cultural experiences that will inspire conversations that promote cultural diversity.


  • We post content that encourages our audience to start conversations about various aspects of their cultural identity to promote cultural diversity.
  • Celebrate others who are promoting respectful dialogues about culture
  • Promote the articles on our website, as they directly align with our brand values.


  • Promote the articles on our website, as they directly align with our brand values.
  • Send love to our subscribers who are advocates of cultural diversity, through bonus exclusive content
  • Potentially set up a newsletter poll to deliver interesting statistics about culture that will inspire more conversations about diversity

Do you have anything to add to these sections? Is there more we should be aiming for? Include them in the comments section this week before I make all of these points one of those juicy, big general rules I like so much that we will be following faithfully as we move forwards foreverrr! Well. Within reason.

Your input is very valuable and very appreciated so don't be shy! I'm also not too delicate so be brutal if you are so inclined (in a nice way).

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