Why does your org exist? Who do you serve? What does your org do? If you have a mission statement, please include that here.
What are the guiding principles you use to make decisions?
What makes you unique? What is your sweet spot? What sets you apart?
What do they like? What do they dislike? What are they doing when they come across your message?
What images do you associate with your brand? What words do you think of when you think of your organization?
Process thoughts, content, ideas... share 'em here.