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This post covers my plan for building Vibes brand, a Career Discovery Platform. Here’s the strategy I followed, and how it actually played out. It covers the strategy, intention, and reflection (in blue).

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Creating a compelling brand for a career guidance product aimed at secondary school students needs to have emotional underpinning, something more than just a name and logo, It needed to feel right. It needs to be relatable, speak to the users and the experience and communicate the feeling that you get from using the product. It would need to be soft where most tools are rigid. Clear, but never condescending. Aspirational, but rooted in reality.

1. Brand Purpose

(The “Why”)

Before anything else, I needed to answer:

• Why does this product exist? Not from a functional perspective, but from a human one.

🟡 The Strategy:

The brand should exist to empower, not instruct. It has to shift the tone from “choose a career” to “understand yourself and explore possibilities.”

Purpose Statement:

“Empowering young minds to discover their passions, explore possibilities, and shape their future with confidence.”

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Reflection:

This core idea held firm. Every decision that followed, product features, tone of voice, visual style, tied back to empowerment and exploration. It also protected the brand from becoming too prescriptive. It reminded me to build something with young people, not for them.

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2. Brand Values

(What You Stand For)

🟡 The Strategy:

I defined five core values:

• Curiosity – Explore without fear.
• Empowerment – Make your own decisions.