POWER, POLITICS AND POLICY Essay Example | Topics and Well Written Essays - 2000 words

Force, POLITICS AND POLICY - Essay Example By 1980s, the migration strategy of the United Kingdom had two spikes where there intense controls to the section just as exacting security of the privileges of minority gatherings. The two prongs had negating impacts on the situation of the settler networks just as their youngsters conceived in Britain. Accordingly, the decrease in assembling caused trouble in getting work licenses for both incompetent and semi-talented specialists yet simpler for high gifted proficient laborers (Bauer, Lofstrom and Zimmermann 2001: Jones 1973). This implies the biggest level of the migrants was originating from America, who attacked the enterprises and the financial area. Australia, New Zealand and South African residents were entering the nation by exploiting family ties. Individuals from the South Asian area, for example, India, Pakistan and Bangladesh were entering the nation as clinical experts (Spencer 2002). The uproars that occurred in the year 1981 for the most part happened on racial lines. In the city of Brixton, which was the profound home of the afro-Caribbean people group living in Britain, the revolting youth were guaranteeing that the police were focusing on individuals of color accepting that they were going to stop wrongdoing in the lanes. There were additionally comparable mobs in the urban communities of Midlands and Liverpool (Steiner, Alston and Goodman 1996). In 1987, the presence of British legislative issues changed after the appointment of four lawmakers who were not white. This was the first run through for this to occur during a similar general political decision. Campaigners propose that for equivalent portrayal surprisingly implies that the number on non-white individuals in the House of Commons ought to in any event be fifty-five. New enactment against separation in the year 2000 came accordingly made about the way the police dealt with the 1993 homicide of Stephen Lawrence who was a dark young person. After the breakdown of

My sister Saved my life Professor Ramos Blog

My sister Saved my life Do you ever feel like the average cost for basic items ever out gauges your month to month salary or even regardless of the amount you work your bills continue getting greater? At a certain point in my life I felt that way. I was living check to check with no additional cash to spare. I originate from a group of six, me being the second most youthful growing up my folks didn't have a great deal of cash. My father raised us without anyone else and more often than not he was living check to check. Obviously, we generally had what we required yet that’s it nothing extra. I recall that he was scarcely ready to get by and couldn't generally set aside cash. Thus, it was hard for him if something somehow managed to happen to his truck. He would need to obtain cash or just not have a truck because of him not having additional cash to fix it. My mother was not so much in the image. In this way, I truly didn’t have anybody at an opportunity to show me the significance of setting aside cash. Since I was a young lady I generally admired my sister as though she was my subsequent mother. When my sister was twenty-four she was the one raising me, working at the cinemas making the lowest pay permitted by law and heading off to college to be an instructor. I was sixteen, in secondary school and had quite recently landed my first position at Bakers Drive Thru. I went to class Monday through Friday from 7:30 a.m. to 2:30 p.m. and afterward would go to work from 4 p.m. to 10 p.m. five to six days every week. On the ends of the week I would work from 12 p.m. to 10 p.m. I had a feeling that I was continually working and going to class yet never had cash. Subsequent to working there for a half year I pondered internally I’m going to be much the same as my father living check to check and scarcely making a decent living. I was never going to be effective like my sister. Be that as it may, at that point there was this one summer day I was with my sister and we went to the bank to pull out cash. She had happened to get a receipt and I happened to take a gander at it and saw what amount was in her investment funds. I was stunned! Along these lines, I asked â€Å"how did you figure out how to spare your money?† She gained from her beau that works, goes to class and is scarcely making the lowest pay permitted by law. She states, â€Å"I take care of my tabs, go shopping for food, put gas in my vehicle, and afterward pull out forty dollars cash.† The forty dollars was for her to purchase a shirt, go out to eat with companions, or do anything she desired to do with that cash. She recently realized that the forty dollars is all she had for the remainder of the week. Anything left after that she should spare. At the time I didn't have a great deal of bills. I only payed for my telephone bill. Thus, I would simply go blow my cash on everything without exception. It was difficult for me to get a handle on the idea on the best way to set aside cash. My sister had begun to see since I would request to get cash from her a great deal. Along these lines, she offered to help by dealing with my cash. She would help by getting what I required and would just give me forty dollars per week. Toward the starting I detested it. At sixteen years old and a young person who wouldn’t need their cash to have and control it. It took me a year to at last acknowledge she is doing it to set me up for progress. Following a year, I set aside enough cash to buy my first vehicle. I was eager to such an extent that I was at long last ready to buy my first vehicle. I bought a dark 2015 Sport Toyota Corolla. Without the assistance of my sister I wouldn’t have the option to buy a vehicle. I at present work for a retirement home called Plymouth Village. Making a little over the lowest pay permitted by law. I have understood the more cash I cause the more bills to get tossed my direction. I currently have lease, telephone bill, utility’s, and a vehicle installment to make. Along these lines, it very well may be difficult to spare now and again with all the bills. Be that as it may, I have now dealt with my own cash for more than two years. Here and there it is hard on the grounds that I despite everything need to spend more than the forty dollars I have seven days, however I know I can’t because of the reality I need cash in my investment funds for crises, for example, if my vehicle stalls, on the off chance that I happen to become ill and not have the option to work. Likewise, in the event that if my little girl needs anything, you just never comprehend what life will toss your direction, so I attempt my best to spare. It is ideal to figure out how to spare when you can, so you can be effective throughout everyday life. If something somehow managed to happen to my vehicle or my little girl I would have no cash on the off chance that I didn’t figure out how to spare. My sister spared my life and I can’t express gratitude toward her enough for showing me how to deal with my cash, without her assistance I would at present be going through my cash and living check to check. picture source:â https://www.google.com/search?q=money+locked+with+chainsource=lnmstbm=ischsa=Xved=0ahUKEwj3oYzx1bTdAhULw1QKHTBGDQoQ_AUICigBbiw=1280bih=584#imgrc=RPVUL4kzlY4NZM:

Various topics in paper included 2 Assignment Example | Topics and Well Written Essays - 500 words

Different points in paper included 2 - Assignment Example There are sure routes through which a business visionary can think of a marketable strategy for a previously existing organizations or another endeavor (Jones and Jayawarna, 2013, p.1). For example, a business person can consider utilizing business recreation technique to make its proper arrangement. One of the most widely recognized business reproductions envelops the SimVenture, which reflects reality and gives a business person the chance of the separate beginning up and how maintained own virtual business. SimVenture is regularly uncontrolled among experienced business people whereby it has end up being amazingly useful to a great many up and coming business people (Jones and Jayawarna, 2013, p.148). In the task gave, it is obvious that the Company referenced isn't fruitful; thus, utilizing SimVenture to build up another and fitting marketable strategy. So as to guarantee the accomplishment of the Company, the most significant issue that ought to be viewed as first is having the information about the Finance, Marketing, Operations and HRM areas of the Company. Through getting all the accessible data concerning these areas of the Company, at that point utilizing SimVenture turns out to be a lot simpler since one would now be able to perceive the source of the issue and where to put a lot of core interest. Taking a gander at the money related division of the organization it is conceivable to take note of that there are high prospects that the organization is squandering ceaselessly a portion of its funds. This is on the grounds that, the Company is said to have had an ordinary deals pay in the wake of exchanging for 8 months. This is proof that the organization isn't making any extensive benefit. Also, the Company has worked for the 8 months yet its sole worker despite everything has no office. To mean, assets are not being very much overseen. In addition, the Company’s money that is accessible in the bank is around  £8,500. Considering the HRM factor, it is clear that the Company has just a single worker who has the duty of dealing with the Company’s assets and the

Studying, Travels and Fun in Denmark!

Examining, Travels and Fun in Denmark! We keep examining the subject of concentrating abroad, as there is such a great amount of yet to state. Today our interviewee is Ally Flessel. She considers Biology and English at Bucknell University and went for a semester abroad to Denmark, Copenhagen. Did she get some different impressions from this nation than our past interviewees Judy Su and Ellen Wall? Lets locate that out! Partner, you chose to aply for DIS program. Why? What significant advantages of concentrating abroad did you see with your own eyes? Concentrating abroad is an astonishing encounter that I would not surrender for whatever else in my school profession. To start with, it showed me how to adjust to new culture and new individuals. Such projects are loaded up with understudies from everywhere throughout the US, so you have to figure out how to step up and meet new individuals, regardless of whether they are American. Furthermore, concentrating abroad roused me to return to school for my senior year with a degree of vitality a large number of my companions are absent. I was eager to be back at school and in a comfortable situation with my companions I have not seen for longer than a year. I think it is additionally significant for understudies to confront genuine issues from the solaces of loved ones. Autonomy is something I picked up the majority of abroad. I feel sure about my capacity to deal with myself regardless of what tested I may confront. Coincidentally, Ally had an alternate circumstance with accomodation from the two recently talked with understudies. She didnt lease a level or live with a receiving family. Rather, she was living inâ the biggest DIS Residential Community with 110 different DIS understudies. Because of a flat mate stir up she was experiencing without anyone else, so most likely, she didnt face that irritating flat mate makes-clamor and-I-cannot focus on-concentrating sort of issue. Lets proceed onward directly to your considering. What courses did you take in Denmark? I had Immunology (for my Biology major at Bucknell), Hans Christian Anderson Literature, Sociology of the Family, and Danish Language. I was additionally in the Medical Practices and Policies (MPP) Core. So you took a test to learn Danish? Did you get an opportunity to rehearse in live discussions with Danes? Danish classes were incredible and totally upgraded my experience. Notwithstanding, everybody in Copenhagen communicates in English! For instance, when my colleagues and I would attempt to rehearse our Danish and request espresso the baristas would consistently react in English. Danes are not acclimated with outsiders attempting to become familiar with their language so they are not truly adept at getting complements and ordinarily change to English in the event that they experience this. What's more, you didnt feel the language hindrance? There were just multiple times when not realizing Danish was oppressive. Initially, when I was with my Danish seeing family. I would not have the option to track with in discussions they were having; typically they communicated in English since I was near, however sometimes I needed to follow stories dependent on non-verbal communication. What's more, second was eading the signs.All of them are in Danish and requesting that somebody meet you at an area you can't articulate is really dubious. What sort of composing assignments did you get? What were the most intriguing subjects? I had an English seminar on Hans Christian Andersen so I composed a paper about his works. I likewise took a course called Sociology of the Family and composed a paper about various family structures. Have you seen the contrast among US and Danish training frameworks? Obviously, there are a few contrasts. In Denmark, charges spread instruction costs, and once turning 18 understudies are really paid to go to class. Adolescents go to â€Å"high school† until around age 19. Frequently understudies take a hole year (or two) preceding beginning at University. The greatest distinction I found out about was the particularity of instruction in University. While I go to an aesthetic sciences school and could have any major before applying to clinical school, in Denmark understudies apply to college as clinical understudies and start concentrating to be a specialist immediately. The understudies focused on that it is imperative to comprehend what one needs to do before beginning University on the grounds that the instruction is quite certain contrasted with the US standard. Another large contrast is the language necessity. Understudies start taking English in the second grade and keep taking it all through their â€Å"undergraduate† vocation. They likewise get either French or German around seventh grade. Also, shouldn't something be said about available time? How do Danish understudies spend it? The Danish understudies I knew invested their energy at school, after school exercises, for example, sports, and at occupations. They were all truly caught up with during the week and didn't have a lot of leisure time. At the point when they did they normally spent time with their companions and went out to clubs or gatherings. Shouldn't something be said about your leisure time? Did you need it too when concentrating in Denmark? Particularly the other way, a significant test for me was having a ton of spare time and not realizing how to utilize it. My lodging was outside of the focal point of Copenhagen, so as I got progressively alright with the city I started investigating my neighborhood classes. It is trying to meet new individuals and request that they investigate with you when you initially show up in another spot. The most essential snapshots of your Denmark life period The most significant snapshot of my time in Denmark was with my meeting family. The most youthful child had turned 13 and I went to an entertainment mecca with their family for the day to celebrate. In the wake of visiting the recreation center we went to their cousin’s house for supper. There were three distinct families with offspring all things considered, so after supper we plunked down and viewed a film on netflix. I chose White Chicks on the grounds that nobody had seen it and I figured the youngsters would appreciate it. What was most vital was the means by which we really viewed the film: A couple of moments into the film I understood that despite the fact that the more seasoned youngsters were all familiar with English, and the film had Danish captions, the most youthful kids didn't yet have the foggiest idea how to peruse, or possibly read rapidly enough to watch a film by means of captions. The multi year old little girl read the captions so anyone can hear for the whole film so her more youthful cousins could comprehend what was going on. I understood that I am so fortunate to have motion pictures promptly accessible to me and effectively open to every single English speaker. I was astounded at how complex viewing a film as a family could be. Your guidance for the understudies who need to concentrate abroad I would encourage attempting to inundate yourself into the way of life however much as could reasonably be expected. I was apprehensive about doing a homestay and never truly sought after gathering Danes my age. Taking Danish and meeting with my meeting family once seven days totally made my experience, so I can just envision the amount more I would have escaped my experience had I delved marginally more profound into the way of life. Is it true that you are prepared to follow the counsel of our enchanting interviewee and think about concentrating abroad? Or on the other hand possibly you have any inquiries to pose? Compose remarks and offer your assessments here!

A Readers Guide to Repealing the 8th

A Reader’s Guide to Repealing the 8th In 1983, the people of Ireland went to the polls in a referendum to amend the Constitution of Ireland. 66.9% of the population voted to approve the 8th Amendment, which would recognise the equal right to life of a pregnant woman and the unborn. In 2018, after 35 years of surviving the realities of the 8th Amendment, the people of Ireland returned to the polls and voted to repeal it. Ireland has long been known as among the last bastions of unborn protection in the western world. Across the world, the repeal of the 8th was seen as a ‘blow to the church’, a surprise from a ‘largely Catholic country’ and ‘a quiet revolution’. It was all of these things, but it was also none of them. In October 2012, Savita Halappanavar, aged 31 and 17 weeks pregnant, was admitted to a hospital in Galway with her husband Praveen at her side. She was already miscarrying and requested a termination, but was told by medical staff that she could not have one; as there was still a foetal heartbeat, their hands were tied by the constitution. Within two days, Savita had died of heart failure caused by sepsis, after delivering a stillborn baby girl. Savita’s story is laid out with much more expertise by Kitty Holland in Savita, the Tragedy that Shook a Nation. After her death, protests and vigils were held across Ireland for Savita and online, the campaign came to life in the form of a hashtag: #repealthe8th. For six years, the campaign raged across Ireland before polling day. For many outside of the country, it is hard to imagine an existence where abortion is banned so comprehensively. Pregnant people who suffered rape, incest or fatal foetal abnormality could not access abortion in Ireland. Seeking an abortion is a crime, punishable by a 14-year prison sentence. Women who sought abortions had to ‘get the boat’, pay for travel to the United Kingdom and seek a termination there, no matter how prohibitively expensive. Drenched in shame and with no aftercare, two generations of Irish people faced this fear alone in the dark. Over the years, several cases came before the Supreme Court in Ireland, some of which are featured in The Supreme Court  by Ruadhan Mac Cormaicâ€"among them, the case of the 14-year-old rape victim known only as X, who swore she would rather die than deliver her rapists’s child. There was also Miss Y, the asylum seeker who was pregnant by rape when she arrived in Ireland and went on hunger strikeâ€"she was eventually forced to have the child by way of a cesarean section she did not want. Or Miss P, who was used as a cadaveric incubator for her unborn child after she herself died in a tragic accident; her family had to go to the Supreme Court to have her life support turned off as her body decomposed in a hospital bed. Ireland’s history of mistreating women (and children) is widely known and documented. We have paid a heavy cost for allowing Church institutions to dominate our society for so many generations. Mother and Baby Homes. Magdalene Laundries. Philomena Lee, her lost child and families like hers. Ann Lovett, who gave birth aged 15 at a grotto in rural Ireland, where both she and her child died of hypothermia. The reports of child abuse by senior clerics in the Church. Or the horror story of the Kerry Babies, documented in Nell McCafferty’s A Woman to Blame.  Following Savita’s death and with the start of the campaign to Repeal the 8th, other voices stepped out from the gloom. Women from across Ireland shared their storiesâ€"stories of travelling to England for termination help for fatal foetal abnormalities, only to have a baby’s ashes posted back to Ireland by standard mail. Stories of abusive relationships, pregnancies resulting from rape, pregnancies where poverty was set to take too heavy a toll; pregnancies where Irish women simply felt they could not complete because the weight of it would hurt them so much. Pregnancies where little girls were forced to give birth to their own little ones. Off the back of a popular Facebook page in Ireland, Oh My God What a Complete Aisling by Emer McLysaght and Sarah Breen was a prominent and bestselling novel in Ireland in 2017â€"and with warmth, humour and dignity, it captured the reality of abortion, the heartbreaking realness of it just how close to home it can come. Though it was originally seen as a young woman’s campaign, the vote proved beyond doubt that Ireland’s older generations also felt the burn of the 8th and the toil of the shame on their backs. Posters advocating YES and NO votes hung from poles and walls. Leaflets were printed by the thousand and debates were hot headed and miserable. It was heavy and soul-wearying and I think it fractured us a little as a nation; Ireland has healing to do in its aftermath. I realise this article is incredibly biased in favour of Repealing the 8th Amendment; I was part of the campaign for six long years and was proud that all of my family voted with me. In truth there is not too much published work about maintaining the amendment because it was the status quo for so longâ€"however, Conor ORiordan’s Debating the Eighth: Repeal or Retain offers a series of essays on both sides of the argument from prominent spokespersons and is worth a read to understand the cultural context. You will notice also that many of the books I mention here were written by womenâ€"there is no denying the strength of the feminist movement in Ireland and the overwhelming fact that it changed Ireland forever. This was, predominantly, a women’s revolution. Ireland is a nation of migrants. Last Friday, May 25th, I went #hometovote, with thousands of other Irish people who had the capacity and the money to get there on time. My flight, and many others, were filled with people wearing Repeal jumpers and badges, demanding a better future. I picked up a copy of Repeal the 8th, a collection of creative work edited by Una Mullally, featuring a whole bunch of great feminists including Anne Enright and Tara Flynn. I voted with my family and returned to the airport. I landed in London to see the Exit Polls come in, estimating a near 70% Yes vote in favour. I sat down at my kitchen table and cried for Savita. Sign up for True Story to receive nonfiction news, new releases, and must-read forthcoming titles. Thank you for signing up! Keep an eye on your inbox.

A Readers Guide to Repealing the 8th

A Reader’s Guide to Repealing the 8th In 1983, the people of Ireland went to the polls in a referendum to amend the Constitution of Ireland. 66.9% of the population voted to approve the 8th Amendment, which would recognise the equal right to life of a pregnant woman and the unborn. In 2018, after 35 years of surviving the realities of the 8th Amendment, the people of Ireland returned to the polls and voted to repeal it. Ireland has long been known as among the last bastions of unborn protection in the western world. Across the world, the repeal of the 8th was seen as a ‘blow to the church’, a surprise from a ‘largely Catholic country’ and ‘a quiet revolution’. It was all of these things, but it was also none of them. In October 2012, Savita Halappanavar, aged 31 and 17 weeks pregnant, was admitted to a hospital in Galway with her husband Praveen at her side. She was already miscarrying and requested a termination, but was told by medical staff that she could not have one; as there was still a foetal heartbeat, their hands were tied by the constitution. Within two days, Savita had died of heart failure caused by sepsis, after delivering a stillborn baby girl. Savita’s story is laid out with much more expertise by Kitty Holland in Savita, the Tragedy that Shook a Nation. After her death, protests and vigils were held across Ireland for Savita and online, the campaign came to life in the form of a hashtag: #repealthe8th. For six years, the campaign raged across Ireland before polling day. For many outside of the country, it is hard to imagine an existence where abortion is banned so comprehensively. Pregnant people who suffered rape, incest or fatal foetal abnormality could not access abortion in Ireland. Seeking an abortion is a crime, punishable by a 14-year prison sentence. Women who sought abortions had to ‘get the boat’, pay for travel to the United Kingdom and seek a termination there, no matter how prohibitively expensive. Drenched in shame and with no aftercare, two generations of Irish people faced this fear alone in the dark. Over the years, several cases came before the Supreme Court in Ireland, some of which are featured in The Supreme Court  by Ruadhan Mac Cormaicâ€"among them, the case of the 14-year-old rape victim known only as X, who swore she would rather die than deliver her rapists’s child. There was also Miss Y, the asylum seeker who was pregnant by rape when she arrived in Ireland and went on hunger strikeâ€"she was eventually forced to have the child by way of a cesarean section she did not want. Or Miss P, who was used as a cadaveric incubator for her unborn child after she herself died in a tragic accident; her family had to go to the Supreme Court to have her life support turned off as her body decomposed in a hospital bed. Ireland’s history of mistreating women (and children) is widely known and documented. We have paid a heavy cost for allowing Church institutions to dominate our society for so many generations. Mother and Baby Homes. Magdalene Laundries. Philomena Lee, her lost child and families like hers. Ann Lovett, who gave birth aged 15 at a grotto in rural Ireland, where both she and her child died of hypothermia. The reports of child abuse by senior clerics in the Church. Or the horror story of the Kerry Babies, documented in Nell McCafferty’s A Woman to Blame.  Following Savita’s death and with the start of the campaign to Repeal the 8th, other voices stepped out from the gloom. Women from across Ireland shared their storiesâ€"stories of travelling to England for termination help for fatal foetal abnormalities, only to have a baby’s ashes posted back to Ireland by standard mail. Stories of abusive relationships, pregnancies resulting from rape, pregnancies where poverty was set to take too heavy a toll; pregnancies where Irish women simply felt they could not complete because the weight of it would hurt them so much. Pregnancies where little girls were forced to give birth to their own little ones. Off the back of a popular Facebook page in Ireland, Oh My God What a Complete Aisling by Emer McLysaght and Sarah Breen was a prominent and bestselling novel in Ireland in 2017â€"and with warmth, humour and dignity, it captured the reality of abortion, the heartbreaking realness of it just how close to home it can come. Though it was originally seen as a young woman’s campaign, the vote proved beyond doubt that Ireland’s older generations also felt the burn of the 8th and the toil of the shame on their backs. Posters advocating YES and NO votes hung from poles and walls. Leaflets were printed by the thousand and debates were hot headed and miserable. It was heavy and soul-wearying and I think it fractured us a little as a nation; Ireland has healing to do in its aftermath. I realise this article is incredibly biased in favour of Repealing the 8th Amendment; I was part of the campaign for six long years and was proud that all of my family voted with me. In truth there is not too much published work about maintaining the amendment because it was the status quo for so longâ€"however, Conor ORiordan’s Debating the Eighth: Repeal or Retain offers a series of essays on both sides of the argument from prominent spokespersons and is worth a read to understand the cultural context. You will notice also that many of the books I mention here were written by womenâ€"there is no denying the strength of the feminist movement in Ireland and the overwhelming fact that it changed Ireland forever. This was, predominantly, a women’s revolution. Ireland is a nation of migrants. Last Friday, May 25th, I went #hometovote, with thousands of other Irish people who had the capacity and the money to get there on time. My flight, and many others, were filled with people wearing Repeal jumpers and badges, demanding a better future. I picked up a copy of Repeal the 8th, a collection of creative work edited by Una Mullally, featuring a whole bunch of great feminists including Anne Enright and Tara Flynn. I voted with my family and returned to the airport. I landed in London to see the Exit Polls come in, estimating a near 70% Yes vote in favour. I sat down at my kitchen table and cried for Savita. Sign up for True Story to receive nonfiction news, new releases, and must-read forthcoming titles. Thank you for signing up! Keep an eye on your inbox.

3 Steps to Build Brand Consistency

brand (noun) 1. a type of product manufactured by a particular company under a particular name: a new brand of detergent. I almost audibly squeal every time I see a new friend wearing an Apple Watch. I've also been known to salute other Prius drivers as I pass them on the road. What are these brands to me? They're a collection of values I share, personalities I can relate to, and consistently superb experiences that keep me coming back. Those are the traits that define a great brand, and I know I can count on these brands because they've built brand consistency. Brand consistency means making sure your colors and your tone are on-brand, but it also means that customers have a consistently good experience every time they interact with you on any of your channels. Related: Managing brand consistency in the cloud Here at Lucidpress, we came across a powerful exercise for building and maintaining a consistent brand like the ones we admire. It's called Purpose, Position and Personality, and in this post, I'll tell you what we learned from it. 1. Brand purpose Note: We saw this process described by Arielle Jackson in an article in First Round Review. The article is excellent, and I recommend reading it. This process starts with defining your brand's purpose. "You have to articulate it in clear and unmistakable terms. Your purpose is how you want to change the world for the better," says Jackson. A diagram from Jackson's article neatly summarizes how you can go about doing this: Jackson describes the diagram this way: "In one circle, you have cultural tension. This is what's happening in the world that's relevant to you. In the other circle is your brand's best self. This is what your company delivers at its prime," says Jackson. "The intersection of these two areas is... 'the big ideal'—or your purpose." This model was helpful because it invited us to consider not only what we want to accomplish, but the current state of the world as well. Understanding where you fit in current events gives important context for a discussion on brand. If you want "buzz" around your brand, it has to be relevant. A word on relevance: Being relevant doesn't mean you have to bend to expectations or be something you're not. (I mean, just look at the quotes on this post!) It means you're self-aware and recognize how you can address current issues. "Absorb what is useful, reject what is useless, add what is specifically your own." —Bruce Lee Another benefit of this model is the distinction it creates between what you want your company to do well and what your purpose is. Check out some big ideals of successful companies to get an idea of what I mean: In these examples of brand purpose from Dove and eero, notice that the brand's best self is what people are going to experience while using the product. The big ideal (or purpose) is how Dove and eero hope the world will change for the better because of their brands. Jackson recommends that you create your purpose so it can last for about 10 years. That way, you have a guide that will help you maintain brand consistency as your company grows. "The more you like yourself, the less you are like anyone else, which makes you unique." —Walt Disney There are two pieces of advice I'd give from our experience establishing Lucidpress's brand purpose. First of all, I'd just emphasize thinking really big on your purpose. Shedding as much as possible and really getting to the core of your brand is what you're going for. I think we did a fairly good job, but we could have peeled away even more layers to create a purpose that has more mileage as we grow. The second piece of advice is to clearly write out the "cultural tension" and "brand's best self" elements of this exercise. Those are valuable concepts to be aware of, and recording them rather than just talking about them makes it easier to remember and utilize your discoveries. Advice aside, if you're wondering what we decided on for our brand purpose, here it is: For Lucidpress, the world would be a better place if everyone could create content they're proud of. 2. Brand positioning The idea behind brand positioning is taking the grand expectations of your purpose and making them actionable. "No business would survive only staying in the lofty atmosphere of its purpose. You actually have to sell soap or a router replacement," writes First Round Review. There's a handy template for this phase of the process as well: It looks a little confusing at first. For clarification, the article by First Round Review gives Gmail's original positioning (as of their launch) as an example: Basically, you're defining who your product is for, what problem they have that you're solving, what main benefit your solution has, and what sets you apart from the competition. The easiest thing to get tripped up on here is the difference between the key benefit and the statement of differentiation. The key benefit is more about what the customer is experiencing while the statement of differentiation is the reason behind their experience. "Think of your benefit as the thing your best customer would tell another potential customer if they were to say why they should sign up for your product. Now your point of differentiation is your reason to believe your key benefit," says Jackson. "Imperfection is beauty, madness is genius and it's better to be absolutely ridiculous than absolutely boring." —Marilyn Monroe Your brand position should be good for about 18 months. It's more transient than your purpose, but it shouldn't be so far from your core that it's changing drastically all the time. 3. Brand personality This is my favorite part. After making sure you know the reason for your company's existence (existential crises are always the priority), you can start thinking about what kind of company you want to be. Jackson has some great advice for this process: "Ask yourself: 'If you met your company at a party, how would you describe him or her?' List as many adjectives as you can and then pick the top three." She goes on to describe the kind of "person" that she created for eero: "Imagine you have a super smart architect friend who's always flawlessly dressed, deliberate in his actions and somehow funny and approachable at the same time," she says. "Can you picture this guy? I can. He's married to my friend in Brooklyn." Flawlessly dressed, deliberate, funny and approachable. Sounds like a job for Leonardo DiCaprio or Brad Pitt, and it's a tall order even for them. But that's what's great about this—if you can dream it, you can do it. "You are you. Now, isn't that pleasant?" —Dr. Seuss Of course, you do have to exercise some restraint—mostly in making sure that your personality works for your customers and not just for you. That's one thing we learned while working out our brand personality. It was sometimes hard to determine if the personality we were discussing was the one that appealed to us or the one that appealed to our customers. Thinking back, though, I wonder if that's how we should have approached it. It might've been more productive to think about what kind of person would most effectively execute our brand purpose. You can't be everything to everyone, but you can stick to your guns and pursue what you're most passionate about. Once you have a good list of attributes and feel like you have a good sense of the personality you're trying to capture, the next step is to boil that down into one sentence that summarizes your brand's personality at a glance. Here's the sentence we made for Lucidpress: Lucidpress surprises you with its intelligence, wit and ability to get the job done. A little tip that I find helpful is to think of celebrities that fit your brand's personality. When I thought of a match for Lucidpress's personality, Mark Ruffalo came to mind. That may just be because I'm a huge fan, but he seems to embody the low-key intelligence and competence as well as the wit we're going for with the Lucidpress personality. Final thoughts This brand consistency process might vary a little depending on the stage your company or product is in. If it's brand new, you largely create your purpose, positioning and personality from scratch. That's a great position to be in. If you've been around for a while and are trying to hone in, then it's part-creation and part-discovery of what's already there. Want to know more about the impact of brand consistency? Download our free 32-page report, chock full of stats & great insights.