Also see: http://www.dojoculture.org & http://www.dojo-culture.com
DEFINING YOUR BRAND PERSONALITY
1. How does your brand improve the lives of your audience?
Clients learn to extract personal value from the adversities of their worklife; building character and evolving into the person they want to be by leveraging challenge at work, with a particular focus on leadership—leading self and others.
2. What do you do better than other brands?
We get personal, and real, dissolving the delusory distinction between work & life, between the professional and the personal. We apply psychology to work.
3. What do your customers love/hate about your brand?
They know I'm in their corner and invariably am useful to consult with - practically no matter the issue.
I'm going to help them regain perspective and then return to pursuing that which really matters to them.
Helping out with the hard stuff is what I do.
4. Why was your company started?
To bring the tools and expertise of the human-development/personal-growth field and apply them to the experience of work - developing team members accelerate the work they do. We recognize that sooner or later if the undertaking is important enough, each of us will come up against the ways we get in our own way, so, to take it to the next level we'll need to grow.
5. What beliefs and values are tied together with the brand?
- The workplace is a Dojo
- Personal growth parallels professional and organizational growth.
- Work is always personal
- Team culture trumps all other contributions to organizational success.
6. What do you want your customers to love about your brand?
To associate dojoCulture with the qualities of: usefulness, pragmatism, humor/enjoyment, and heartfeltness
7. If your brand was a person, what kind of person would it be?
8. Who do you want to attract?
Smart, self-aware, ambitious, heartfelt biz owners/founders, entrepreneurs, and leaders of all stripes who know they have even more to offer and are willing to discover the ways they're in their own way.
9. Who don’t you want to attract?
From product website:
"This Is NOT For You If...
- You see performance evaluation as an obstacle to be worked around or something to get through to appease others
- You're satisfied with 'looking good' when being good is what's on offer
- You see work as merely a means-to-the-end of earning the income that fuels your 'real life' outside of work (and to be clear: if you saw transport as "just a way to get from A to B" then we wouldn't be selling you cars either!).
- You're looking for that 'hack' or 'quick tip' that'll make progress easy
- You're not ready to address the good, the bad and the ugly about yourself in the service of next-level leadership
- You're satisfied with things exactly as they are now."
10. Some desirable logo design qualities:
- Lettermarks better than Wordmarks
- Pictorial and Abstract marks are good
- Mascots not, nor Emblems
- Blues and Black good, or with other colors adding brightness/nuance is also good
- Sans serif most likely to suit.
11. Clichés to avoid:
Anything obviously Japanese/asian (references to tori gates, ninjas, fans, samurai swords, kanji, I ching etc), or magical, or sappy. Er on the side of symbolic rather than literal.
Forward-thinking leaders, and their teams, who value relationship and the quest for meaning.
A world where we all bring all of ourselves to work; wholeheartedness.
Raising expectations for what work can personally deliver, so as to vastly improve the experience of being alive.
To small organizations motivated by the gains in satisfaction and effectiveness resulting from evolving leadership through upgrading their relational competencies.
FRAME OF REFERENCE
A specialized management consulting service.
MOST COMPELLING BENEFIT
A deep foundation in the full range of human experience and expression, especially under challenging circumstances, with a heart for seeing that wisdom leveraged organizationally.
Brand Positioning Statement:
To small organizations motivated by the gains in satisfaction and effectiveness resulting from evolving leadership through upgrading their relational competencies, dojoCulture is a specialized management consulting service, combining a deep foundation in the full range of human experience and expression, especially under challenging circumstances, with a heart for seeing that wisdom leveraged organizationally.
"Evolving the inner-game of leadership and relationship such that collaboration is increasingly satisfying, work a constant source of meaningful challenge, and life - which is only everything - is enhanced in wonderfulness by every component of it's whole."