Brand

how you present yourself as an organization

Brand is how a newsroom presents itself: its name, look, tone, and the promise people associate with it. For a media organization, the brand is often what an audience trusts before they read a single story. A team might pause here to check whether how they appear matches what they actually do.

Questions to explore

// use these as prompts in a workshop or on your own. There are no right answers.

What do people expect from our reporting when they see our name?
Where does our public image match what happens inside the newsroom, and where does it differ?
How would our audience describe us in one sentence to someone who has never heard of us?
Which parts of our brand were chosen on purpose, and which just grew over time?
If we used AI in production, how might we describe that to our audience without losing their trust?

Things to consider

A brand is a promise, so it is worth checking that day-to-day work can keep it.
How you sound and look travels faster than any single story you publish.
Disclosing how and where you use AI is part of how a brand reads today.

using this card

Pull Brand when it is relevant and set it aside when it is not. Pair it with the other Organisation cards, lay them out on a table, and use the questions above to get everyone on the same page. Capture what you discuss on sticky notes or in a shared doc.