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ABOUT PAGE | BRAND IDENTITY STATEMENT
The following content is an example of a brand identity statement. For use in the 'About' section of a website, for a showcase brochure or other item of collateral, this is a key piece of content that communicates the identity of a brand, their value proposition, the products or services offered and market positioning. This piece can be condensed or adjusted for different purposes or platforms.
As an education provider, Churchill Education needs to communicate authority and credibility in their 'About' statement. The copy needs to mitigate any negative perceptions that potential customers may have about vocational education providers by reassuring them that this particular organisation is trustworthy and reputable. Sharing the personal story of the owners helps to establish their authenticity, allowing the reader to feel a connection with the people behind the business.
About Churchill Education: 200 words
'Churchill Education began when one of our co-founders, Randall Smith, finally understood that he couldn’t keep working as a senior detective with the Queensland Police Service. After sixteen years and an illustrious career in the force, Randall found himself completely sidelined by Post-Traumatic Stress Disorder. It was time for a career change.
Randall knew that his skills and experience were substantial, but not to employers outside of the police. He needed proof of his existing abilities and expertise, and he needed it in the format that any employer could appreciate – nationally recognised qualifications. So, Randall undertook the Recognition of Prior Learning (RPL) process, converting his policing experience into standardised quals that showed how versatile his skills really were. While he was pleased with the qualifications he received, Randall was surprised at how frustrating, complicated and time-consuming the RPL process was. He knew he could do it better.
Offering a streamlined and stress-free RPL service became the foundation of Randall’s new career. Together with his wife Tricia, Co-Founder and CEO of Churchill Education, Randall began Churchill Education from a desk in the corner of their bedroom. Over time, it evolved into the organisation it is today, much larger in scale and scope, but always with the same simple goal: helping people.'
About Churchill Education: extended version (350 words)
'In a way, Churchill Education began when one of our co-founders, Randall Smith, finally understood that he couldn’t keep working as a senior detective with the Queensland Police Service. After sixteen years and an illustrious career in the force, Randall found himself completely sidelined by Post-Traumatic Stress Disorder. He realised that he’d have to leave it all behind: his role, responsibilities, career progress, badge and the identity that came with it.
Randall knew that his skills and experience were substantial, but he had no qualifications that meant anything to anyone outside the police. So, when he looked into his options for employment, he realised he needed to go through the Recognition of Prior Learning (RPL) process, to show potential employers what he was capable of. He set about obtaining business management qualifications through RPL, and was surprised at how frustrating, complicated and time-consuming the process was.
Randall eventually got his qualifications, and then some.
But the process itself became the foundation of his next career- helping others through the RPL procedure to get their nationally recognised qualifications. Together with his wife Tricia, Co-Founder and CEO of Churchill Education, Randall began Churchill Education from a desk in the corner of their bedroom. Over time, it evolved into the organisation it is today, much larger in scale and scope, but always with the same simple goal: helping people.
Today, Randall has moved into the position of Executive Chairman of the Board and Tricia has taken up the reigns as CEO.
Churchill Education now specialises in both RPL and delivering quality training qualifications across the spectrum, from Youth Work to Accounting, and everything in between. Churchill Education operates from a landmark building in its local community of Samford, just outside Brisbane, and has a resolute commitment to its comprehensive Corporate Social Responsibility program, engaging and supporting charitable organisations and individuals in the local community, as well as those at national and international levels.
Whatever qualifications you are seeking, whatever industry background, professional skills or life journey you bring with you, we welcome, respect and acknowledge your stories and experiences. Thank you for taking the time to read ours.'
BLOG ARTICLE: 600 words
5 tips to ensure you social media doesn’t exclude you from jobs
Social media snippets:
Are you in the market for a new job? Here's how to make sure you don't sabotage yourself before you even get an interview.
Had a big weekend? Got a big interview coming up? Here's how to make sure your social life doesn't cause trouble in your career.
It’s tempting to think of Facebook, Instagram, Snapchat and Twitter as private spaces for you to interact with your friends and family. But, unless your social media privacy settings are so tightly controlled that you’re basically NASA, you can (and probably will be) traced online by potential employers.
So, how do you make sure that your social media doesn’t rule you out before you even get to interviews? Here are the five steps you need to take to make sure you’re keeping it clean and keeping yourself in the running for your dream job:
1. Google yourself
The first step is establishing what is actually out there in cyberspace with your name attached to it. There may be profiles from days of old (Remember My Space?) or other platforms you hadn’t even thought to check, like Pinterest, Tumblr or YouTube. It’s also a good idea to do an image search, and to search any usernames you use that are linked to your real name. The site NameChk can help to identify where you’ve registered your usernames, so you don’t miss any.
2. Lock it down
Check all of your privacy settings, and set your profiles to only be accessible to friends. Unless all of your content across all of your profiles is completely above board, don’t accept friend requests from strangers – they might be Human Resources Managers on the prowl! If you have your posts available for ‘friends of friends’ to view, this may give recruiters an open back door to your profile, too. Remember that strangers will still be able to view your profile pic, and possibly your former profile pics, as well.
3. Clean up your content
You might think that what you do on your weekends is nobody else’s business. You’re not on the clock, so your time is your own, right? Maybe, but it’s best if potential employers don’t see pics of you partying with your friends. Wrongly or rightly, they might make inferences about you as an employee based on your behaviour on a night out. To be on the safe side, any references to drug use, drinking, gambling or any sort of anti-social behaviour should be deleted, promptly. Check what others have tagged you in, too.
4. Be careful what you comment on
Even if your settings are private, commenting on public posts may leave you exposed. If you want to weigh in on conversations, debate current affairs or put your two cents in on any controversial issue of the day, just be aware that other people may see what you write and ask you about it. On this same topic, re-tweeting other people’s material can be viewed as implicitly endorsing it. Make sure you’re prepared to defend whatever you put out.
5. LinkedIn speaks volumes
This is the one social media platform that you do want potential employers to find you on. We’ve got a few articles on our blog about getting the most out of LinkedIn as a jobseeker, and the same rules apply as to other platforms – be careful about what you comment on. This can also work in your favour though: commenting on, liking and sharing articles that are relevant to your industry shows that you’re professional and engaged, without you spelling it out. An updated and complete profile says the same thing.
FACEBOOK ADS | ADWORDS | HEADLINES
Chausie, Sister Bows and Be Fit Mums are all small businesses, operating in niche marketplaces with their specific package of products and/or services. The objective of these brand identity statements is to communicate the essence, unique selling points and positioning of these brands. Within this, the reader should gain an understanding of the why - why they should buy this product or engage this service provider, rather than competitors.
Amisi and Muse are both luxury lifestyle brands, so the copy for these brand identity statements is designed to convey a sense of this luxury, a regard for quality and commitment to artisan production principles that will appeal to their target demographics.
Homestyle Emporium is a service provider in a crowded market, and needs to communicate both the nature of their service (which is more complex than direct wholesale operations) as well as the advantages of choosing them above other providers. This piece is also crafted to reflect the higher-end nature of the wares, so needs to implicitly address any concerns a customer may have about offshore mass production.