TUSI services | Brand
Brand purpose, sustainability and social responsibility
Brand purpose is a clear answer to what role the organization plays in society beyond profit; sustainability is living that role in real decisions. By defining purpose, mapping the culture of the region and designing social responsibility programs, TUSI helps organizations turn scattered spending into lasting credibility.
Social responsibility without a map is just an invoice
Many large companies spend their social responsibility budget each year on scattered requests. Each item can be defended on its own, but together they mean nothing and build no lasting credibility for the organization.
Cultural mapping is a way of systematically recording the assets of a region before deciding what it lacks. TUSI connects this approach to brand purpose. For Faragir Salamat, a health initiative that was part of Gol-e-Gohar’s social responsibility, it was translated into the organization’s identity and codes of conduct.
Meaning
The organization needs to know why it matters to its community.
Know the region
Before spending, understand what the region has and what it needs.
Proof
Purpose is believed only through the organization’s real behavior.
What we do
Defining brand purpose
Clarify the organization’s reason for being with leaders and stakeholders.
Cultural mapping
Record the institutional and skill assets of the region through fieldwork.
Social responsibility strategy
Set the criteria and priorities for social investment.
Stakeholder dialogue
Listen to local communities, employees and partners.
Story and reporting
A sustainability story built on real work.
Responsible communications
Messages that make no exaggerated claims and can be proven.
“The brand of these companies is made at the dinner table before it is ever made in the media.”
When you need this
A sustainability or CSR report
Real performance needs a coherent story.
Tension with the local community
The relationship with the region is fragile.
Scattered budgets
Spending is high but its impact can’t be seen.
Redefining why the organization exists
Leadership wants to define a shared purpose.
How we work
Listen
Conversations with leaders, employees and the region.
Define
Write the purpose and the criteria for decisions.
Program
Design the program and give it an owner in the organization.
Report
Document and report the results.
Selected work
Faragir Salamat (Gol-e-Gohar)
Brand and identity for the organization that manages Fatemeh Zahra specialist hospital, with codes of conduct for its culture.
Barakat Foundation
Brand review, a brand book and touchpoint design for an institution present across many regions of Iran.
Iran’s World Heritage Sites
Visual identity, a publication, a catalog and films presenting Iran’s UNESCO-listed sites, delivered in 45 days.
Frequently asked questions
How is brand purpose different from an advertising slogan?
A slogan is something to say. Brand purpose is a standard for making decisions, and it has to show in how the organization behaves.
What is cultural mapping?
A method for systematically recording the institutional, skill and cultural assets of a region through fieldwork, so that social investment is based on real understanding.
Is this only for heavy industry?
It matters most for industrial companies and institutions with a regional footprint, but defining brand purpose is useful for any organization.
How are fees set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of work, the size of the organization, the number of deliverables and the timeline.
Why TUSI for brand purpose and sustainability?
Sociologists work alongside our strategists, and our experience with institutions such as the Barakat Foundation and Faragir Salamat makes this part of TUSI’s everyday work.
Related services
How does the community around you know your organization?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
