Crafting a Brand Narrative: from Purpose Statement to Web Design
www.gtdyslexia.org
People with dyslexia are truly brilliant, and the reason they fall behind in school isn’t necessarily because they have a learning disability, but because they have a learning difference. Despite dyslexia being very common - 1 in 5 people in the US - the current educational system is not well-equipped to engage their unique learning style. That’s where my client Grand Traverse Dyslexia Association (GTDA) comes in. For over 30 years, they’ve been helping struggling learners overcome their challenges in school and regain confidence and success in the classroom and in life. This is a brand with true heart and deep purpose. The problem was they didn’t know how to articulate it. The entire team loves “helping children learn,” but this general feeling didn’t adequately reflect the deep commitment and care for these struggling kids that was so clearly evident when talking with the staff.
www.gtdyslexia.org
Through several strategy sessions with leadership, we dialed in on the driving force behind why the brand exists; no child should be marginalized in their learning because they don’t fit the educational norm. This is the team’s internal purpose statement. This is what drives them. That energizing “the-world’s-not-supposed-to-be-this-way-and-we’re-here-to-do-something-about-it” statement. However, GTDA does a lot of work to collaborate with and educate the community and local school systems to advocate for dyslexics. So, this statement was a bit too heavy handed to be an external purpose statement. We translated this to be more inviting , hopeful, and collaborative, “every child deserves the tools they need to succeed in school.”
Purpose statement - check - but brand narratives goes far beyond just that; GTDA also struggled to communicate their brand in a tone that instilled clarity and confidence. GTDA is the only local educational center that has the tools proven to help dyslexic children learn to read and write. Yet their messaging tone was lacking the needed professional confidence in their expertise that would instill trust and hope in parents of struggling learners. We balanced their natural caring, empathetic tone with added narrative that portrayed professional expertise. We also unified the entire staff around a shared vision to work towards a future where students with dyslexia can thrive in the classroom and in life, and where dyslexia is normalized (like how wearing glasses is today), understood and valued. Some of the greatest world-changers in history likely had dyslexia - Edison, Einstein, Henry Ford, Walt Disney, da Vinci. Not only is the current staff more energized and unified, but this message is attracting new tutors as well, which was a primary objective of the brand strategy project.
GTDA Before and After Web Design Video
Finally, it was time to bring the brand to life with a new website. When business owners and marketers say “we really need to update our website,” what’s often most top-of-mind for them is that the content isn’t accurate anymore, and the visuals need a refresh. These limited goals are incomplete and ineffective in getting your target audience to connect and engage with your brand. Your website is your number-one sales asset and initial relationship-building tool for your future clientele, so it also needs to be written and structured in a way that drives clarity, emotional connection and action. That’s why it’s beneficial to have a web-designer who is also the brand strategist and the copy writer. (Ah-hem, yours truly ;)
Less is always more in web design, so for GTDA’s site, I simplified the menu, and removed anything that didn’t support the objective of driving clarity and action. Check out the quick video above to see the before and after. In it, I explain more of the strategy behind their new website, and how their new brand narrative is helping them build trust and connection with their audience so they can help more struggling learners overcome their challenges in school and finally believe they are truly brilliant!
If you’re a business owner or marketer in need of clarity and strategy for your brand’s narrative, purpose, target audience, market position or tone of voice, let’s chat! Book a free consultation.
