A myth is told in Gaelic tradition that the
ancestors asked Bridgid to assign her animal totem, the Brideun,
to
watch
their children
play and keep them from falling into the water while they
tended their fields. The Brideun chant was the starting point
for helping Brideun and the Center for Educational Enrichment
understand and articulate their brand foundation – "There is
a river of birds in migration, a nation of children with
wings."
Brideun School was founded to provide a balanced
education program for bright but inconsistent learners. At
3+ years old the founders and team of Brideun School and
Center
for
Educational
Enrichment
had
achieved
much, but in order to move forward and fully embrace their
potential they needed a stronger sense of their brand and
the value it held for the broad organization. Brand Alignment
Group was asked to help.
Over a period of months BrAG met with the founders
and key team members to delve into their beliefs and goals
for the organization. From these conversations the foundation
pillars of Core Values, Promise and Positioning were developed.
While traditional education focuses on the
defined structure statistical learning that has been relatively
unchanged in decades, Brideun provides an inclusive, alternative
environment and it was this that held the key to understanding
their
brand. At the core
the brand, as articulated in their promise – "To foster
individual potential and inspire a more conscious learning
society," embraces the
complexity and rewards to be found in "and" – both
through the individuality of the children they serve and
the breadth and creativity of their learning programs.
The brand foundation elements have been integrated
into the day-to-day at both Brideun and CEE: used to refine
hiring of new teachers, better understand
the
long-term
opportunities
held within the learning practices, and as a guide for new
business strategy.
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