Page 5 - Coffee Table Book

WHAT & WHY
WHAT IS A BRAND?
Essentially, our brand is our reputation; our personality.
It is all the experiences others have had with MKE Fellows—but especially interactions with staff, mentors, and students. These interactions fill our visuals with meaning. Each person involved either adds to or subtracts from the strength of MKE Fellows’ brand whenever we communicate with others in some form. Our brand is understood through both factual, psychological, and emotional lenses that are either cultivated through our own design or by the impressions and word of others.
WHY IS BRAND IMPORTANT?
Imagine the joy of arriving at a major corporate office and hearing employers, exclaim, “We have heard amazing news about you, and
we cannot wait to work with one of your candidates!” Or even, “Our
CEO was a ‘Fellow’ in college, we are so excited to see what will become of your young men!” That is the power of a strong brand. It goes before us to places we have not yet been yet. The sooner administrators, students, mentors, employers, philanthropists and potential partners recognize us and trust us, the sooner we can start to collaborate in ways that renew lives, the workforce, and whole communities. We aim to change the narrative of not only the State of Wisconsin’s talent, but of African- American males who live and work here.
KNOWING THE
BRAND
MKE Fellows Brand & Style Guide 5