Mozilla Foundation Design

Mozilla Foundation Design

Brand & Identity

What is Branding?

Branding isn't just logos, templates, websites and design but the methods and tools to communicate who we are (they are not the brand itself). It is everything we do that reflects who we are, what we do and why.

Marketing is the efforts and activities we do to communicate our brand and the act of promoting our values, initiatives and services to the world.

Importance of Branding

  1. Attract New Users
  2. Build Trust with Users
  3. Identify Our Unique Proposition
  4. Increase Awareness of MoFo
  5. Increase Perceived Value of Initiatives/Products
  6. Tap into New Markets
  7. Differentiate from Competitors
  8. Improve User Loyalty
  9. Focus for MoFo
  10. Improve MoFo Morale

Building our Brand Together

  1. Brand Research (internal review, interviews, user insight, competitive audit)
  2. Brand Position (essence, values, personality and position statement for audience and market)
  3. Brand Objectives (set clear goals or related OKR to measure; recognition, awareness, equity)
  4. Brand Identity (expression, senses, visual elements to connect with customers)
  5. Brand Touchpoints (contact points with the world, where it is perceived and cohesive comms)
  6. Brand System (shared vision for long-term brand success)
  7. Brand Integration (company culture and system, procedure and process adoption; socialize)
  8. Brand Maintenance (commitments to grow, maintain and nurture the brand)

Brand Components

Brand Components