BDN
Creative Concepts Round 2
February 2022
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Hello
What we’re here to do today
Our goal is to get your initial reaction and thoughts
What to do
We will review brand platforms and initial design exploration
What this is
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Strategic recap�from last session
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Ignition �Brief
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CHALLENGE
For years, companies have been talking about resolving racial inequities and becoming positive driving forces within culture. For most, these commitments have led to many words and few actions. The social outcry stemming from recent atrocities has lifted racial issues to a C-level agenda item, making difficult conversations easier to bridge. Our challenge is to introduce Black Doctoral Network (BDN) as a solution to corporations genuinely seeking to address racial inequities - positioning BDN as a viable alternative to consultancies that provide DEI consultation. We must introduce an unknown, untried entity.
ENEMY
Quick fix mentality coupled with skepticism of academics. Executive leadership knows that this work is difficult, complex and uncomfortable. From an emotional standpoint, our audience wants to do things quickly — they see this as a moment in time (reactionary). In their haste to “do something”, organizations will rush to fill positions and checking boxes that do not address the systemic and cultural issues preventing them from meeting DEI aspirations. Plus they are skeptical of academics working in the corporate world, which makes them predisposed to use the traditional methods and consultancies they are used to.
INSIGHT
But the truth is, quick fixes don’t lead to the systemic change that these corporations actually need. True change requires uncomfortable conversations and consultation from the most accredited, diversity experts available. BDN has the talent and expertise corporations need but normally wouldn’t be able to find.
STRATEGY
Let’s demonstrate how BDN brings a fresh approach to a painful legacy issue, providing the partnership and expertise needed to create a culture that celebrates and thrives through diversity. Through its consultative approach and pool of talent excellence, BDN helps make DEI and cultural aspirations a reality.
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Brand Narrative
It doesn’t take an expert to know DEI is a challenge. But it does take one to enable lasting, systemic change. One with a unique perspective and the experience of seeing it through.
At BDN, we take a holistic approach to solving your diversity challenges – because we know it takes more than meeting quotas. It takes experts who have proven success implementing fundamental change in complicated environments.
Work with experts across a range of disciplines, credentials, and industries who will understand your business and consult with you to meet your DEI goals. And, gain access to 20,000+ Black and Latinx leaders, Ph.D. scholars and practitioners who you can hire to join your team for the long run.
We know that meaningful change does not come easy, but it is worth the journey. Let’s create a culture that celebrates and thrives through diversity – and fosters your business growth.
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Creative Platform
What is a creative platform? �- Transforms the strategy into a creative idea.�- The idea informs all our communications. �- Could be used as a tagline but not as rigid.�- It’s how we talk to the world about our thought leadership.
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Idea 01�BDN. Change Fearlessly.
To believe in a diverse, equitable and inclusive work environment takes courage. You must be willing to look in the mirror. Surface the systemic issues that foster bias. Have uncomfortable conversations and make tough decisions that go beyond quotas. Without fear of losing clients or revenue.
And the businesses that thrive tomorrow are the ones that embrace diversity and inclusion today.
At BDN, we help organizations find that courage. We’ve overcome adversity. We’ve stood up to injustice. We’ve transformed industries in complex business environments. Through a holistic approach to DEI challenges.
With BDN you have a safe place to have honest, uncomfortable conversations. You have the consultation of experts who have succeeded through these challenges. And you have access to talent, 32,000+ Black and Latinx leaders who can make a positive, lasting change in your organization.
Our team uses advanced tools and systems, like our Assessment of Corporate Cultural Intelligence, to understand what your business needs. We start by collecting political and cultural data to examine bias. Then, we provide a customized, transformational corporate plan of action to help companies be antiracist. And finally, we keep a pulse on progress through our reassessment post-implementation.
We know that meaningful change does not come easy. But we’ll be there every step of the way.
We’re the partner you need to be fearless.� �
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Idea 02�BDN. Accelerate Change.
The events of the past two years have brought the systemic racism that plagues our country to the forefront of our collective conscious.
This heightened awareness has led to a monumental groundswell in fighting injustice. And it’s led to many corporations looking for ways to become more diverse. Yet many are going about it the wrong way. They default to consulting firms who offer DEI services as add-ons. Too often these firms lack the perspective to uncover the real issues. Which doesn’t lead to meaningful change. It’s a band aid on a gaping wound centuries in the making.
But change is happening at an unprecedented pace. And the businesses that thrive tomorrow are the ones that embrace diversity and inclusion today. At BDN, we believe in building diversity now. Not next week. Not in a year. But from the moment you partner with us. We accelerate the urgency of equity the right way with the right experts. Giving you access to professionals across a range of disciplines, credentials and industries who can open your organization to a new way of thinking. As well as helping to place talent in your organization pulling from a network of 32,000+ Black and Latinx leaders, Ph.D. scholars and practitioners. So that transformation from the inside out can happen seemingly overnight.
We know that meaningful change does not come easy. But it’s worth the journey. Don’t be left behind. With BDN you can accelerate change and blaze a trail to a culture that thrives through diversity.
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Idea 03�BDN. Diversity is everything.
2020 was an inflection point. We could no longer overlook or dismiss centuries of injustice. We demanded change. But change doesn’t come easy. It’s hard work. And bravery. It requires uncomfortable conversations and acknowledging unconscious biases. And it is an absolute imperative. Diversity, equity and inclusion mean everything to the well-being of society and success of companies willing to be at forefront of progress.
At BDN, we believe diversity is everything. So we brought together a team that delivers everything your organization needs to exceed your DEI goals. We’re professionals across a range of disciplines, credentials and industries. Who’ve implemented fundamental change in complicated business environments. Experts who understand diversity at its core. With access to a network of 32,000+ Black and Latinx leaders, Ph.D. scholars, and practitioners. Capable of transforming companies from the inside out, creating a culture that celebrates and thrives through diversity.
Because diversity is more than a quota. More than an agenda. When it comes to the health and growth of your business, diversity is everything.
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Platforms Overview
BDN.
Change Fearlessly.
BDN.
Accelerate Change.
BDN.
Diversity is Everything
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Logo + Design
Things to consider? �- Does this feel like us?�- Will this stand out against the competition?�- Does this feel professional?
- Do you like it?
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One organization. Two hats.
Academic – the Association
Black Doctoral Network
Professional – the Business
BDN Consulting
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Option 1
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Option 1b
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Option 2
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Option 3
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Logo Marks Overview
Option 1a
Option 1b
Option 3
Option 4
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Our content tells our story. In order to have a consistent and clear story, we need to align on how we speak about ourselves, how we position ourselves to our clients, and how we deliver that story to the world.
BONUS! Content Approach
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The big three.�These three questions can help guide all our messaging before creating content, during content creation and when reviewing materials for approval. �
What do we need our audience to know?
Every piece should clearly communicate the value (and need for) of a strong DEI program and a diverse company culture.
What do we want our audience to feel?
Corporate leaders should feel inspired to do DEI right and confident in our expertise and capabilities, supported by a talented, multi-disciplined team.
What do we want our audience to do?
We want our audience to think about DEI differently, to see DEI as an essential part of everything they do, and to understand how it is inextricably linked to their business’s culture and success. However, the path forward must be tangible rather than simply inspirational.
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What the content needs to communicate:
Urgency
It’s time for businesses to do DEI differently. To transform DEI into a business function rather than simply going through the motions. Corporations know this, and they should feel a motivational push to change now.
Empathy
We know that meaningful change does not come easy, but it is worth the journey. With BDN as the helpful Black friend, corporations can do DEI right and bring lasting, systemic change to their businesses.
Expertise
BDN has proven success implementing fundamental change in complicated business environments – and we can do the same for corporations. Our multidisciplined network of 20,000+ Black and Latinx talent can help you meet your DEI goals.
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Tone of voice.
Motivating
We want our clients to feel inspired to change; not scolded or overwhelmed by what it takes to get there. That said, the current truths around DEI in corporations can be disheartening, so we do not want to present them with false optimism.
Confident
We believe in our approach and know that change is possible because we’ve done it before. We approach our lack of experience working with corporations as an opportunity – not a shortcoming.
Grounded
We speak with our clients in plain language because we know that it’s more about building a trusting relationship with them rather than flouting our expertise. That said, we have the expertise to carry complex conversations about DEI as well as the unique industries we work in.
Our tone and style are how we communicate with our clients – and how we want them to feel when we talk with them.
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Thank � you.