On December 12, 4 days after we were elected, we announced that we had a plan, and that our first priority was to focus on the naming and branding.
Why start with naming
We felt that starting with our brand story was important. It would provide the necessary rhetoric we’ve been lacking to both rally around as a group and speak about our community to the outside world. The lack of language made it particularly difficult for ambassadors to address questions from potential candidates, the press or any other local partner.
Our naming objective
In determining the process to select our community’s name, we kept one goal in mind: to create a strong and ownable brand, one that would encapsulate our values, rally the community, and portray who we are to the outside world.
The Branding Committee: a robust base
Fortunately, the Branding Committee, led by our fearless Radha Mistry and Aisha Sheikh, had already done heaps of work to facilitate the process. On July 30, the Committee polled the community through an online survey to surface the values you (our members) most cherished. From the poll, the committee worked on the mission and vision proposals*, which we then used to forge the following brand narrative:
HQ is a global community of millennial innovators and thought leaders, bound by values of contribution, curiosity and creativity. We empower people to drive global change by designing opportunities to have meaningful conversations harnessing technology, adventures and workshops. We are over 900 members present in 40 cities on all 5 continents, from serial entrepreneurs to opera singers to policy makers.
We used this brand narrative as the base for our naming process. For more information on the process we followed, read on to Naming our Community (Part 2).
* For more information on the Branding Committee and their work, please read our detailed blog post.