I would like to propose a workflow for the brand strategy. While I don't want to get bogged down in "talk talk talk" and never do, it's helpful to have a process and a framework of what needs to be done so that it is useful and long-lived. Let's spend a few hours figuring out the direction Drupal should be moving first, then put the pedal down.
Here's the way I have done this in the past:
First, let's define our purpose: We are working on the Branding of Drupal so that we can _____________ Drupal faster than it is _______________ing now.
Is that grow/grow? Is that why we are branding Drupal? Are we happy with faster growth or is there some other higher purpose that we are called to? It could be helping people, turning a profit, expanding the web, mobile, what? Why are we doing this?
Who is our target group? What are their demographics? Psychographics?
Who are our competitors and what do they do particularly well?
Who are our "mindset" competitors that we need to overcome? (For example, "I think Drupal has a steep learning curve.")
What is it that Drupal does so well? How are we better than any other similar product?
What is our definition of true success for Drupal? How do we measure it?
What is the distance between where we are today and that success?
Now that we know the target group and our success definitions, we need to get down to the positioning of our product and community.
What are the key motivations for our target group? Rank them from highest to least.
What is the highest ranked motivation that Drupal can fill?
What is the most powerful supporting characteristic of Drupal that proves that Drupal can fulfill that motivation?
What is the most accurate personality with which our brand can speak those supporting characteristics?
Finally, write the core positioning statement.
CORE POSITIONING STATEMENT
Usually an inward facing doc (and it's fair to say that most new people to Drupal will never see this group) the core positioning statement is the main idea behind a branding campaign. It's the idea from which all future ideas and decisions flow. It goes something like this:
The benefit to CORE TARGET to use Drupal is that Drupal is the BEST/FASTEST/EASIEST/ETC. way to FULFILL SOME NEED. This is true because Drupal SOME KILLER BENEFIT HERE.
Usually, this takes about 4 hours with me in a room with the senior management of a company. With Drupal, it's a different story and there are many stakeholders. But, I believe that if we try to stick to this process we will see some pretty amazing things come out of this exercise.
After this is complete, that is when we move into the more visual aspects of branding. Things like naming the product (Drupal - duh, I don't think we're going to change it) to the logo, tagling, typeface/s, signage, presentation templates, website design, colors, sounds, welcome email, ads, trade shows, press releases, etc.
Here's the key: every single branding element that we produce has to feed the core positioning statement. Not kind of or sort of, it has to speak directly and clearly to one thing. By doing this, each dollar spent (or time) is worth increasingly more than each previous dollar. THAT'S HOW BRANDING WORKS!! It's the cumulative value that is put into a brand over time that makes McDonalds, Apple, Porsche, etc. all worth so much. Not a one-time effort on a logo or some collateral.
Hopefully, you can see that this foundational work is critical and can greatly enhance the outputs. Get the positioning statement right and the rest flows naturally and easily. There is a lot of detail to this process that I'm leaving out or we'll really get bogged down. I know that I'm going to need to shepherd us through it. I will do my best to follow the Drupal collaborative way.
I'm curious to hear your comments and questions. Go ahead and see if you can answer some of the sections I talked about. Let's see where we are.