Brand Identity Template (SA): Positioning, Messaging & Values
Brand Identity Template (SA): Positioning, Messaging & Values
Brand Identity Template (SA): Positioning, Messaging & Values
Author
Resource Hub
Strategy first, visuals later. This brand identity template helps South African NPOs and startups get the core right: positioning, messaging, values and voice. Print the template, fill it in, and brief your designer with confidence.
Who this Brand Identity Template is for (South Africa)
Nonprofits/NPOs that need clarity to win funding and build trust.
Startups/SMEs that need sharper positioning to drive sales.
Teams that want a brand identity guide they can actually use — before commissioning logos and colour palettes.
Quick downloads
Free 3-page Brand ID Template: Download the Brand Identity Template (printable PDF)
Introduction
If you ask for a logo before you’ve defined your brand identity, you’re building a house without a plan. This post gives you a simple, strategic brand identity template you can print and complete in under an hour — plus filled examples for a South African NPO and a startup. You’ll get plain-English definitions, a discovery checklist you can run this week, a brand positioning template, a Messaging House, and a brand values template that turns vague words into clear behaviours. Keep visual identity (logos, colours, typography) out of scope for now.
Quick takeaways
Strategy first. Visuals follow.
Use the 3-pager. Finish the brand identity template before design.
Position, then message. Promise → 3 pillars → proof.
Turn values into behaviours. Make them trainable.
Govern lightly. One owner, small council, quarterly review.
Think South Africa. CSI, languages, WhatsApp, budgets.
What Brand Identity is (vs Visual Identity)
Brand identity is the strategic core — why you exist, who you serve, how you’re different, the promises you make, and the way you speak. Visual identity is the expression — logos, colours, typography, imagery. Strategy first; visuals follow.
In one line: Identity is who you are and how you speak; visuals are how you look.
Why Branding matters for SA NPOs & Startups
In South Africa, trust is currency. Donors, partners and customers back organisations that are consistent, credible and easy to understand. A strong, strategic brand identity:
Builds trust with plain promises backed by proof.
Unlocks funding/sales by making your value obvious in proposals, pitches and websites.
Aligns teams so programmes, products and comms tell the same story.
Saves money — your creative work starts from a tight brief, not guesswork.
Local context to keep in mind: CSI budgets and impact metrics for NPOs; B2B sales cycles and WhatsApp-first support for startups; multilingual audiences; and cost-sensitive media choices.
The core brand identity elements (strategy, not visual)
Vision (the change you want to see).
Mission (what you do, for whom, and how).
Values → Behaviours (turn values into observable actions).
Positioning (category, audience, key benefit, proof).
Messaging (promise, supporting pillars, proof points).
Tone & Voice (consistent voice; flexible tone by context).
Tip: keep visual identity out of scope on this page. Finalise these first.
Discovery first: a quick evidence checklist (South Africa)
Run this checklist to replace guesses with facts before you fill the template.
Discovery area | Key questions | Evidence to gather |
|---|---|---|
Audience | Who are our priority audiences? What do they need, value and say? | Interviews (donors, customers, beneficiaries), surveys, social listening, reviews |
Alternatives | Who else solves the same problem? What could our audience do instead (including “do nothing”)? | Competitor sites and messaging, SWOT notes, category scans |
Organisational realities | What can we credibly promise and deliver? Where are our limits? | Internal interviews, ops/capacity review |
Proof/Reasons to believe | What data, stories, accreditations or results back up our promise? | Case studies, testimonials, impact data, media |
Language audit | How do we sound today? Where are we inconsistent or full of jargon? | Website/proposals/WhatsApp/email samples |
Capture your best 6–10 Reasons to Believe. You’ll need them for positioning and your Messaging House.
From Brand Positioning to Messaging: your simple system
A. Brand Positioning Template (pick one formula)
Classic (category + audience + benefit + proof)
For [audience] who [need/problem], [brand] is the [category] that [key benefit] because [reasons to believe].
Only-ness (force a sharp difference)
We are the only [category] that [unique value claim].
Jobs-to-Be-Done (motivation/outcome)
When I’m in [situation], help me [job], so I can [outcome].
Start 3–5 rough drafts. Test which promise is most valuable, credible, and distinct.
B. Build your Messaging House (turn strategy into copy)
Roof (Promise): the single idea you want to own.
Pillars (3–4 Key Messages): the main arguments that support the promise.
Foundation (Proof Points): 2–3 facts or stories per pillar that make it believable.
This becomes your everyday brand identity guide for websites, proposals, decks and social posts.
Brand Identity Case Studies (South Africa)
NPO Brand Identity Case Study — FoodForward SA (Food Banking)
Organisation: FoodForward SA — national food‑banking non‑profit connecting surplus food to people in need.
Audience: Corporate/retail/manufacturing donors (CSI/ESG), logistics partners, and grant‑makers.
Positioning (Classic):
For organisations seeking high‑impact, cost‑effective social investment with measurable hunger relief and environmental benefits, FoodForward SA is the national food‑banking partner that turns surplus food into nutritious meals at very low cost, because it recovers edible surplus across the supply chain, distributes through a national network of beneficiary organisations, and avoids significant CO₂ emissions through food recovery.
Messaging House
Promise: Connecting a world of surplus to a world of need.
Pillar 1: Cost‑effective hunger relief → Proof: Recent reporting shows ±R0.50 cost per meal; tens of millions of meals provided annually.
Pillar 2: Environmental impact → Proof: Documented CO₂ emissions avoided via rescued tonnage; alignment with waste‑reduction and SDG goals.
Pillar 3: National reach & partnerships → Proof: Thousands of beneficiary organisations served; Mobile Rural Distribution (MRD) sites expanding; partnerships with major brands.
Voice & Tone: Practical, compassionate, data‑led.
Tone flex: Formal for reports/proposals; warm and plain for beneficiary and partner comms.
Usage notes:
Lead with cost‑per‑meal and CO₂ avoidance in corporate/ESG decks.
Pair the promise with local impact stats (province, MRD footprint) in regional outreach.
Keep visuals focused on surplus→meal flow; avoid generic charity imagery.
Startup/SME Brand Identity Case Study — StokFella (Digital Stokvel Management)
Organisation: StokFella — a digital platform for stokvel groups to manage contributions, claims and purchases.
Audience: Stokvel committees and members; retail/brand partners; compliance‑sensitive clubs.
Positioning (Only‑ness → Differentiated):
For stokvels that want transparent, compliant, digital group finance, StokFella is the South African stokvel platform that gives every member clear visibility of money in/out, enables in‑app FICA/KYC onboarding, and provides access to a stokvel marketplace for collective buying — making contributions, record‑keeping and purchases simple and trustworthy.
Messaging House
Promise: The modern, secure way to manage your stokvel.
Pillar 1: Transparency & trust → Proof: Members can view balances/transactions; built‑in records for payments, claims and meetings.
Pillar 2: Safe & compliant → Proof: Licensed status (FSP & registered credit provider); POPIA‑aligned privacy policy; FICA/KYC onboarding in‑app.
Pillar 3: Easy for everyone → Proof: WhatsApp support channel; local‑language help; simple group onboarding.
Voice & Tone: Clear, trustworthy, community‑oriented.
Tone flex: Reassuring for support/compliance topics; upbeat for feature launches and retail partnerships.
Usage notes:
Emphasise transparency and KYC/compliance in landing pages and partner decks.
Avoid exclusivity claims (e.g., “only app”) and time guarantees (“instant payouts”).
Use testimonials from treasurers/committee members to reinforce trust.
The printable Brand Identity Template (3-pager)
How to use: Print this page for a workshop. Fill it with pencil first; edit later.
Brand Identity — 3-Page Worksheet (South Africa)
Vision
If we succeed, what will SA look like?
Mission
What we do, for whom, and how (one sentence).
Values & Behaviours (turn values into actions)
Value 1 → Behaviour(s)
Value 2 → Behaviour(s)
Value 3 → Behaviour(s)
Positioning (choose one formula)
Classic / Only-ness / JTBD
Messaging House
Promise (Roof)
Pillar 1 + 2–3 Proofs
Pillar 2 + 2–3 Proofs
Pillar 3 + 2–3 Proofs
Tone & Voice
3 Voice principles (e.g., Empowering • Professional • Authentic)
Tone sliders (Formal ↔ Informal • Serious ↔ Playful • Detached ↔ Warm • Expansive ↔ Direct)
Free Download: Download the 3-page Brand Identity Template (PDF)
Brand values template (turn words into behaviours)
Value | Behavioural definition | What it looks like in practice (SA) |
|---|---|---|
Integrity | We say the hard thing, and we fix it. | Admit errors; timestamp status updates; accurate reporting. |
Collaboration | We win as a team. | Ask “Who else needs to be involved?” Share credit openly. |
Empowerment | We equip people to succeed on their terms. | NPO: skills, not dependency. Startup: helpful self-serve guides; WhatsApp support. |
Fill this table for 3–5 values. Behaviours must be observable and trainable.
Implementation & governance (make it stick)
A. 30-day Brand Identity rollout checklist
Website: Refresh Home/About/Services copy using your Messaging House.
Social: Update bios; keep tone consistent.
Email: New signatures; rewrite key automations (welcome, donation receipt, demo confirmation).
Decks & proposals: Rebuild narrative around the Promise and Pillars.
Internal: Onboard staff with the 3-pager; post Values & Behaviours in the office or Teams/Slack.
B. Lightweight brand governance
Document owner: one person keeps the master.
Brand council: 2–3 decision-makers approve changes.
Quarterly 60-minute review: check relevance and consistency; record updates in a simple change log.
Access control: edit vs view-only permissions where the doc lives.
Put the Brand Identity Template to Work
A clear, consistent brand identity is the simplest way to build trust and momentum — especially in South Africa, where budgets are tight and audiences are diverse. Use the brand identity template to capture your promise, pillars and proof; turn values into behaviours you can hire and train for; then translate it into a visual identity that will feel obvious.
Next step: Download the printable 3-page Brand Identity Template, share it with your team, and book a 60-minute working session to fill it in. When you’re ready for more, step up to the Brand Script Canvas (Pro).
Explore my related content hub: Branding & Communication.
Brand Identity References & further reading
Positioning statement formulas and examples — Harvard Business School Online.
Messaging hierarchy (why it works, how to build) — Wynter.
Workshops and brand governance — Frontify guides.
Brand elements and style guides — Bynder.
Brand metrics to track — Socialinsider.
FAQs: Using the Brand Identity Template
1) What’s the difference between brand identity and a logo?
Identity is the strategy (promise, values, voice). A logo is part of the visual identity that expresses it. Do strategy first.
2) Where does the brand identity show up?
Everywhere you speak: website copy, WhatsApp replies, proposals, pitch decks, social posts, onboarding docs — not just on the design system.
3) Who “owns” the brand identity?
One document owner, with a small brand council (2–3 people) for updates. Everyone uses it; few people edit it.
4) How often should we update our brand identity?
Light review quarterly. Bigger changes when your audience, offer or proof changes.
Author
Resource Hub
Strategy first, visuals later. This brand identity template helps South African NPOs and startups get the core right: positioning, messaging, values and voice. Print the template, fill it in, and brief your designer with confidence.
Who this Brand Identity Template is for (South Africa)
Nonprofits/NPOs that need clarity to win funding and build trust.
Startups/SMEs that need sharper positioning to drive sales.
Teams that want a brand identity guide they can actually use — before commissioning logos and colour palettes.
Quick downloads
Free 3-page Brand ID Template: Download the Brand Identity Template (printable PDF)
Introduction
If you ask for a logo before you’ve defined your brand identity, you’re building a house without a plan. This post gives you a simple, strategic brand identity template you can print and complete in under an hour — plus filled examples for a South African NPO and a startup. You’ll get plain-English definitions, a discovery checklist you can run this week, a brand positioning template, a Messaging House, and a brand values template that turns vague words into clear behaviours. Keep visual identity (logos, colours, typography) out of scope for now.
Quick takeaways
Strategy first. Visuals follow.
Use the 3-pager. Finish the brand identity template before design.
Position, then message. Promise → 3 pillars → proof.
Turn values into behaviours. Make them trainable.
Govern lightly. One owner, small council, quarterly review.
Think South Africa. CSI, languages, WhatsApp, budgets.
What Brand Identity is (vs Visual Identity)
Brand identity is the strategic core — why you exist, who you serve, how you’re different, the promises you make, and the way you speak. Visual identity is the expression — logos, colours, typography, imagery. Strategy first; visuals follow.
In one line: Identity is who you are and how you speak; visuals are how you look.
Why Branding matters for SA NPOs & Startups
In South Africa, trust is currency. Donors, partners and customers back organisations that are consistent, credible and easy to understand. A strong, strategic brand identity:
Builds trust with plain promises backed by proof.
Unlocks funding/sales by making your value obvious in proposals, pitches and websites.
Aligns teams so programmes, products and comms tell the same story.
Saves money — your creative work starts from a tight brief, not guesswork.
Local context to keep in mind: CSI budgets and impact metrics for NPOs; B2B sales cycles and WhatsApp-first support for startups; multilingual audiences; and cost-sensitive media choices.
The core brand identity elements (strategy, not visual)
Vision (the change you want to see).
Mission (what you do, for whom, and how).
Values → Behaviours (turn values into observable actions).
Positioning (category, audience, key benefit, proof).
Messaging (promise, supporting pillars, proof points).
Tone & Voice (consistent voice; flexible tone by context).
Tip: keep visual identity out of scope on this page. Finalise these first.
Discovery first: a quick evidence checklist (South Africa)
Run this checklist to replace guesses with facts before you fill the template.
Discovery area | Key questions | Evidence to gather |
|---|---|---|
Audience | Who are our priority audiences? What do they need, value and say? | Interviews (donors, customers, beneficiaries), surveys, social listening, reviews |
Alternatives | Who else solves the same problem? What could our audience do instead (including “do nothing”)? | Competitor sites and messaging, SWOT notes, category scans |
Organisational realities | What can we credibly promise and deliver? Where are our limits? | Internal interviews, ops/capacity review |
Proof/Reasons to believe | What data, stories, accreditations or results back up our promise? | Case studies, testimonials, impact data, media |
Language audit | How do we sound today? Where are we inconsistent or full of jargon? | Website/proposals/WhatsApp/email samples |
Capture your best 6–10 Reasons to Believe. You’ll need them for positioning and your Messaging House.
From Brand Positioning to Messaging: your simple system
A. Brand Positioning Template (pick one formula)
Classic (category + audience + benefit + proof)
For [audience] who [need/problem], [brand] is the [category] that [key benefit] because [reasons to believe].
Only-ness (force a sharp difference)
We are the only [category] that [unique value claim].
Jobs-to-Be-Done (motivation/outcome)
When I’m in [situation], help me [job], so I can [outcome].
Start 3–5 rough drafts. Test which promise is most valuable, credible, and distinct.
B. Build your Messaging House (turn strategy into copy)
Roof (Promise): the single idea you want to own.
Pillars (3–4 Key Messages): the main arguments that support the promise.
Foundation (Proof Points): 2–3 facts or stories per pillar that make it believable.
This becomes your everyday brand identity guide for websites, proposals, decks and social posts.
Brand Identity Case Studies (South Africa)
NPO Brand Identity Case Study — FoodForward SA (Food Banking)
Organisation: FoodForward SA — national food‑banking non‑profit connecting surplus food to people in need.
Audience: Corporate/retail/manufacturing donors (CSI/ESG), logistics partners, and grant‑makers.
Positioning (Classic):
For organisations seeking high‑impact, cost‑effective social investment with measurable hunger relief and environmental benefits, FoodForward SA is the national food‑banking partner that turns surplus food into nutritious meals at very low cost, because it recovers edible surplus across the supply chain, distributes through a national network of beneficiary organisations, and avoids significant CO₂ emissions through food recovery.
Messaging House
Promise: Connecting a world of surplus to a world of need.
Pillar 1: Cost‑effective hunger relief → Proof: Recent reporting shows ±R0.50 cost per meal; tens of millions of meals provided annually.
Pillar 2: Environmental impact → Proof: Documented CO₂ emissions avoided via rescued tonnage; alignment with waste‑reduction and SDG goals.
Pillar 3: National reach & partnerships → Proof: Thousands of beneficiary organisations served; Mobile Rural Distribution (MRD) sites expanding; partnerships with major brands.
Voice & Tone: Practical, compassionate, data‑led.
Tone flex: Formal for reports/proposals; warm and plain for beneficiary and partner comms.
Usage notes:
Lead with cost‑per‑meal and CO₂ avoidance in corporate/ESG decks.
Pair the promise with local impact stats (province, MRD footprint) in regional outreach.
Keep visuals focused on surplus→meal flow; avoid generic charity imagery.
Startup/SME Brand Identity Case Study — StokFella (Digital Stokvel Management)
Organisation: StokFella — a digital platform for stokvel groups to manage contributions, claims and purchases.
Audience: Stokvel committees and members; retail/brand partners; compliance‑sensitive clubs.
Positioning (Only‑ness → Differentiated):
For stokvels that want transparent, compliant, digital group finance, StokFella is the South African stokvel platform that gives every member clear visibility of money in/out, enables in‑app FICA/KYC onboarding, and provides access to a stokvel marketplace for collective buying — making contributions, record‑keeping and purchases simple and trustworthy.
Messaging House
Promise: The modern, secure way to manage your stokvel.
Pillar 1: Transparency & trust → Proof: Members can view balances/transactions; built‑in records for payments, claims and meetings.
Pillar 2: Safe & compliant → Proof: Licensed status (FSP & registered credit provider); POPIA‑aligned privacy policy; FICA/KYC onboarding in‑app.
Pillar 3: Easy for everyone → Proof: WhatsApp support channel; local‑language help; simple group onboarding.
Voice & Tone: Clear, trustworthy, community‑oriented.
Tone flex: Reassuring for support/compliance topics; upbeat for feature launches and retail partnerships.
Usage notes:
Emphasise transparency and KYC/compliance in landing pages and partner decks.
Avoid exclusivity claims (e.g., “only app”) and time guarantees (“instant payouts”).
Use testimonials from treasurers/committee members to reinforce trust.
The printable Brand Identity Template (3-pager)
How to use: Print this page for a workshop. Fill it with pencil first; edit later.
Brand Identity — 3-Page Worksheet (South Africa)
Vision
If we succeed, what will SA look like?
Mission
What we do, for whom, and how (one sentence).
Values & Behaviours (turn values into actions)
Value 1 → Behaviour(s)
Value 2 → Behaviour(s)
Value 3 → Behaviour(s)
Positioning (choose one formula)
Classic / Only-ness / JTBD
Messaging House
Promise (Roof)
Pillar 1 + 2–3 Proofs
Pillar 2 + 2–3 Proofs
Pillar 3 + 2–3 Proofs
Tone & Voice
3 Voice principles (e.g., Empowering • Professional • Authentic)
Tone sliders (Formal ↔ Informal • Serious ↔ Playful • Detached ↔ Warm • Expansive ↔ Direct)
Free Download: Download the 3-page Brand Identity Template (PDF)
Brand values template (turn words into behaviours)
Value | Behavioural definition | What it looks like in practice (SA) |
|---|---|---|
Integrity | We say the hard thing, and we fix it. | Admit errors; timestamp status updates; accurate reporting. |
Collaboration | We win as a team. | Ask “Who else needs to be involved?” Share credit openly. |
Empowerment | We equip people to succeed on their terms. | NPO: skills, not dependency. Startup: helpful self-serve guides; WhatsApp support. |
Fill this table for 3–5 values. Behaviours must be observable and trainable.
Implementation & governance (make it stick)
A. 30-day Brand Identity rollout checklist
Website: Refresh Home/About/Services copy using your Messaging House.
Social: Update bios; keep tone consistent.
Email: New signatures; rewrite key automations (welcome, donation receipt, demo confirmation).
Decks & proposals: Rebuild narrative around the Promise and Pillars.
Internal: Onboard staff with the 3-pager; post Values & Behaviours in the office or Teams/Slack.
B. Lightweight brand governance
Document owner: one person keeps the master.
Brand council: 2–3 decision-makers approve changes.
Quarterly 60-minute review: check relevance and consistency; record updates in a simple change log.
Access control: edit vs view-only permissions where the doc lives.
Put the Brand Identity Template to Work
A clear, consistent brand identity is the simplest way to build trust and momentum — especially in South Africa, where budgets are tight and audiences are diverse. Use the brand identity template to capture your promise, pillars and proof; turn values into behaviours you can hire and train for; then translate it into a visual identity that will feel obvious.
Next step: Download the printable 3-page Brand Identity Template, share it with your team, and book a 60-minute working session to fill it in. When you’re ready for more, step up to the Brand Script Canvas (Pro).
Explore my related content hub: Branding & Communication.
Brand Identity References & further reading
Positioning statement formulas and examples — Harvard Business School Online.
Messaging hierarchy (why it works, how to build) — Wynter.
Workshops and brand governance — Frontify guides.
Brand elements and style guides — Bynder.
Brand metrics to track — Socialinsider.
FAQs: Using the Brand Identity Template
1) What’s the difference between brand identity and a logo?
Identity is the strategy (promise, values, voice). A logo is part of the visual identity that expresses it. Do strategy first.
2) Where does the brand identity show up?
Everywhere you speak: website copy, WhatsApp replies, proposals, pitch decks, social posts, onboarding docs — not just on the design system.
3) Who “owns” the brand identity?
One document owner, with a small brand council (2–3 people) for updates. Everyone uses it; few people edit it.
4) How often should we update our brand identity?
Light review quarterly. Bigger changes when your audience, offer or proof changes.
Author
Resource Hub
Strategy first, visuals later. This brand identity template helps South African NPOs and startups get the core right: positioning, messaging, values and voice. Print the template, fill it in, and brief your designer with confidence.
Who this Brand Identity Template is for (South Africa)
Nonprofits/NPOs that need clarity to win funding and build trust.
Startups/SMEs that need sharper positioning to drive sales.
Teams that want a brand identity guide they can actually use — before commissioning logos and colour palettes.
Quick downloads
Free 3-page Brand ID Template: Download the Brand Identity Template (printable PDF)
Introduction
If you ask for a logo before you’ve defined your brand identity, you’re building a house without a plan. This post gives you a simple, strategic brand identity template you can print and complete in under an hour — plus filled examples for a South African NPO and a startup. You’ll get plain-English definitions, a discovery checklist you can run this week, a brand positioning template, a Messaging House, and a brand values template that turns vague words into clear behaviours. Keep visual identity (logos, colours, typography) out of scope for now.
Quick takeaways
Strategy first. Visuals follow.
Use the 3-pager. Finish the brand identity template before design.
Position, then message. Promise → 3 pillars → proof.
Turn values into behaviours. Make them trainable.
Govern lightly. One owner, small council, quarterly review.
Think South Africa. CSI, languages, WhatsApp, budgets.
What Brand Identity is (vs Visual Identity)
Brand identity is the strategic core — why you exist, who you serve, how you’re different, the promises you make, and the way you speak. Visual identity is the expression — logos, colours, typography, imagery. Strategy first; visuals follow.
In one line: Identity is who you are and how you speak; visuals are how you look.
Why Branding matters for SA NPOs & Startups
In South Africa, trust is currency. Donors, partners and customers back organisations that are consistent, credible and easy to understand. A strong, strategic brand identity:
Builds trust with plain promises backed by proof.
Unlocks funding/sales by making your value obvious in proposals, pitches and websites.
Aligns teams so programmes, products and comms tell the same story.
Saves money — your creative work starts from a tight brief, not guesswork.
Local context to keep in mind: CSI budgets and impact metrics for NPOs; B2B sales cycles and WhatsApp-first support for startups; multilingual audiences; and cost-sensitive media choices.
The core brand identity elements (strategy, not visual)
Vision (the change you want to see).
Mission (what you do, for whom, and how).
Values → Behaviours (turn values into observable actions).
Positioning (category, audience, key benefit, proof).
Messaging (promise, supporting pillars, proof points).
Tone & Voice (consistent voice; flexible tone by context).
Tip: keep visual identity out of scope on this page. Finalise these first.
Discovery first: a quick evidence checklist (South Africa)
Run this checklist to replace guesses with facts before you fill the template.
Discovery area | Key questions | Evidence to gather |
|---|---|---|
Audience | Who are our priority audiences? What do they need, value and say? | Interviews (donors, customers, beneficiaries), surveys, social listening, reviews |
Alternatives | Who else solves the same problem? What could our audience do instead (including “do nothing”)? | Competitor sites and messaging, SWOT notes, category scans |
Organisational realities | What can we credibly promise and deliver? Where are our limits? | Internal interviews, ops/capacity review |
Proof/Reasons to believe | What data, stories, accreditations or results back up our promise? | Case studies, testimonials, impact data, media |
Language audit | How do we sound today? Where are we inconsistent or full of jargon? | Website/proposals/WhatsApp/email samples |
Capture your best 6–10 Reasons to Believe. You’ll need them for positioning and your Messaging House.
From Brand Positioning to Messaging: your simple system
A. Brand Positioning Template (pick one formula)
Classic (category + audience + benefit + proof)
For [audience] who [need/problem], [brand] is the [category] that [key benefit] because [reasons to believe].
Only-ness (force a sharp difference)
We are the only [category] that [unique value claim].
Jobs-to-Be-Done (motivation/outcome)
When I’m in [situation], help me [job], so I can [outcome].
Start 3–5 rough drafts. Test which promise is most valuable, credible, and distinct.
B. Build your Messaging House (turn strategy into copy)
Roof (Promise): the single idea you want to own.
Pillars (3–4 Key Messages): the main arguments that support the promise.
Foundation (Proof Points): 2–3 facts or stories per pillar that make it believable.
This becomes your everyday brand identity guide for websites, proposals, decks and social posts.
Brand Identity Case Studies (South Africa)
NPO Brand Identity Case Study — FoodForward SA (Food Banking)
Organisation: FoodForward SA — national food‑banking non‑profit connecting surplus food to people in need.
Audience: Corporate/retail/manufacturing donors (CSI/ESG), logistics partners, and grant‑makers.
Positioning (Classic):
For organisations seeking high‑impact, cost‑effective social investment with measurable hunger relief and environmental benefits, FoodForward SA is the national food‑banking partner that turns surplus food into nutritious meals at very low cost, because it recovers edible surplus across the supply chain, distributes through a national network of beneficiary organisations, and avoids significant CO₂ emissions through food recovery.
Messaging House
Promise: Connecting a world of surplus to a world of need.
Pillar 1: Cost‑effective hunger relief → Proof: Recent reporting shows ±R0.50 cost per meal; tens of millions of meals provided annually.
Pillar 2: Environmental impact → Proof: Documented CO₂ emissions avoided via rescued tonnage; alignment with waste‑reduction and SDG goals.
Pillar 3: National reach & partnerships → Proof: Thousands of beneficiary organisations served; Mobile Rural Distribution (MRD) sites expanding; partnerships with major brands.
Voice & Tone: Practical, compassionate, data‑led.
Tone flex: Formal for reports/proposals; warm and plain for beneficiary and partner comms.
Usage notes:
Lead with cost‑per‑meal and CO₂ avoidance in corporate/ESG decks.
Pair the promise with local impact stats (province, MRD footprint) in regional outreach.
Keep visuals focused on surplus→meal flow; avoid generic charity imagery.
Startup/SME Brand Identity Case Study — StokFella (Digital Stokvel Management)
Organisation: StokFella — a digital platform for stokvel groups to manage contributions, claims and purchases.
Audience: Stokvel committees and members; retail/brand partners; compliance‑sensitive clubs.
Positioning (Only‑ness → Differentiated):
For stokvels that want transparent, compliant, digital group finance, StokFella is the South African stokvel platform that gives every member clear visibility of money in/out, enables in‑app FICA/KYC onboarding, and provides access to a stokvel marketplace for collective buying — making contributions, record‑keeping and purchases simple and trustworthy.
Messaging House
Promise: The modern, secure way to manage your stokvel.
Pillar 1: Transparency & trust → Proof: Members can view balances/transactions; built‑in records for payments, claims and meetings.
Pillar 2: Safe & compliant → Proof: Licensed status (FSP & registered credit provider); POPIA‑aligned privacy policy; FICA/KYC onboarding in‑app.
Pillar 3: Easy for everyone → Proof: WhatsApp support channel; local‑language help; simple group onboarding.
Voice & Tone: Clear, trustworthy, community‑oriented.
Tone flex: Reassuring for support/compliance topics; upbeat for feature launches and retail partnerships.
Usage notes:
Emphasise transparency and KYC/compliance in landing pages and partner decks.
Avoid exclusivity claims (e.g., “only app”) and time guarantees (“instant payouts”).
Use testimonials from treasurers/committee members to reinforce trust.
The printable Brand Identity Template (3-pager)
How to use: Print this page for a workshop. Fill it with pencil first; edit later.
Brand Identity — 3-Page Worksheet (South Africa)
Vision
If we succeed, what will SA look like?
Mission
What we do, for whom, and how (one sentence).
Values & Behaviours (turn values into actions)
Value 1 → Behaviour(s)
Value 2 → Behaviour(s)
Value 3 → Behaviour(s)
Positioning (choose one formula)
Classic / Only-ness / JTBD
Messaging House
Promise (Roof)
Pillar 1 + 2–3 Proofs
Pillar 2 + 2–3 Proofs
Pillar 3 + 2–3 Proofs
Tone & Voice
3 Voice principles (e.g., Empowering • Professional • Authentic)
Tone sliders (Formal ↔ Informal • Serious ↔ Playful • Detached ↔ Warm • Expansive ↔ Direct)
Free Download: Download the 3-page Brand Identity Template (PDF)
Brand values template (turn words into behaviours)
Value | Behavioural definition | What it looks like in practice (SA) |
|---|---|---|
Integrity | We say the hard thing, and we fix it. | Admit errors; timestamp status updates; accurate reporting. |
Collaboration | We win as a team. | Ask “Who else needs to be involved?” Share credit openly. |
Empowerment | We equip people to succeed on their terms. | NPO: skills, not dependency. Startup: helpful self-serve guides; WhatsApp support. |
Fill this table for 3–5 values. Behaviours must be observable and trainable.
Implementation & governance (make it stick)
A. 30-day Brand Identity rollout checklist
Website: Refresh Home/About/Services copy using your Messaging House.
Social: Update bios; keep tone consistent.
Email: New signatures; rewrite key automations (welcome, donation receipt, demo confirmation).
Decks & proposals: Rebuild narrative around the Promise and Pillars.
Internal: Onboard staff with the 3-pager; post Values & Behaviours in the office or Teams/Slack.
B. Lightweight brand governance
Document owner: one person keeps the master.
Brand council: 2–3 decision-makers approve changes.
Quarterly 60-minute review: check relevance and consistency; record updates in a simple change log.
Access control: edit vs view-only permissions where the doc lives.
Put the Brand Identity Template to Work
A clear, consistent brand identity is the simplest way to build trust and momentum — especially in South Africa, where budgets are tight and audiences are diverse. Use the brand identity template to capture your promise, pillars and proof; turn values into behaviours you can hire and train for; then translate it into a visual identity that will feel obvious.
Next step: Download the printable 3-page Brand Identity Template, share it with your team, and book a 60-minute working session to fill it in. When you’re ready for more, step up to the Brand Script Canvas (Pro).
Explore my related content hub: Branding & Communication.
Brand Identity References & further reading
Positioning statement formulas and examples — Harvard Business School Online.
Messaging hierarchy (why it works, how to build) — Wynter.
Workshops and brand governance — Frontify guides.
Brand elements and style guides — Bynder.
Brand metrics to track — Socialinsider.
FAQs: Using the Brand Identity Template
1) What’s the difference between brand identity and a logo?
Identity is the strategy (promise, values, voice). A logo is part of the visual identity that expresses it. Do strategy first.
2) Where does the brand identity show up?
Everywhere you speak: website copy, WhatsApp replies, proposals, pitch decks, social posts, onboarding docs — not just on the design system.
3) Who “owns” the brand identity?
One document owner, with a small brand council (2–3 people) for updates. Everyone uses it; few people edit it.
4) How often should we update our brand identity?
Light review quarterly. Bigger changes when your audience, offer or proof changes.
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Book a Free Consultation with Romanos Boraine
Book a Free Consultation
Book a Free Consultation with Romanos Boraine
Book a Free Consultation with Romanos Boraine
Let’s talk. Book a free 20-minute discovery call with me to map out your brand, systems, or content gaps. We will identify what we can fix, fast, to help your nonprofit or startup grow smarter.
Helping nonprofits, startups, and social enterprises in South Africa grow smarter through strategic positioning, creative direction, digital systems audits, and workflow optimisation.
Services
© Romanos Boraine 2025.
All Rights Reserved
Book a Free Consultation with Romanos Boraine
Let’s talk. Book a free 20-minute discovery call with me to map out your brand, systems, or content gaps. We will identify what we can fix, fast, to help your nonprofit or startup grow smarter.
Helping nonprofits, startups, and social enterprises in South Africa grow smarter through strategic positioning, creative direction, digital systems audits, and workflow optimisation.
Services
© Romanos Boraine 2025.
All Rights Reserved
Book a Free Consultation with Romanos Boraine
Let’s talk. Book a free 20-minute discovery call with me to map out your brand, systems, or content gaps. We will identify what we can fix, fast, to help your nonprofit or startup grow smarter.
Helping nonprofits, startups, and social enterprises in South Africa grow smarter through strategic positioning, creative direction, digital systems audits, and workflow optimisation.
Services
© Romanos Boraine 2025.
All Rights Reserved
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