Beacon Business Alliance—Brand Gravity

In 2018 we embarked on an initiative to conduct internal work on identity and branding, working with our board and staff, and representatives from our organizational partner group, Milepost 59, a hyper-local Seattle agency. Milepost 59 facilitated our deep dive, through their Brand Gravity process, and we came out of this rich engagement with a powerful “WHY,” a refreshed vision and mission, and a updated name and logo to boot!

Milepost 59 facilitated a rich process of introspection with our organization, through their “Brand Gravity” process, and we came out of this rich engagement with a powerful WHY, a refreshed vision/mission—and an updated name and logo!


What is “Brand Gravity” and what does it mean to us?

The Beacon Hill Merchants Association is now Beacon Business Alliance and we have so much more to show for the work we’ve done behind the scenes. In addition to honing in on our motivations (our “WHY”) and identifying our uniqueness, we contemplated our effectiveness and how to get—and stay—focused, for maximum efficiency. We rewrote our mission statement and really dug down into who we are, what we do, and how we do it.

Take a look at some of the fruits of our labor below. We’ve been truly inspired by this process and we hope you’re as excited as we are about the future of the organization.

Our WHY and what we learned about how to use it:
Our WHY or purpose statement should be thought of as the driving force and ultimate motivation behind everything we do at BBA. We “love people and place.” That means we love our neighborhood, and we love the people here. It means we approach every personal interaction and every neighborhood initiative from a loving place. Sometimes things get challenging, sometimes we need to look for a balance between people and place. But in everything we do, our first question should be: Are we doing our best to love both people and place? The story to the right explains why “loving people and place” is what, at a very high level, drives us forward every day.


Our Mission

Guide Beacon Hill to be a more prosperous and inspiring community
for everyone.


For people who love Beacon Hill’s ethnic,
social, and economic diversity, Beacon
Business Alliance promotes the neighborhood,
connects stakeholders, and guides the
community’s evolution toward an inspiring,
thriving, and increasingly livable place for everyone.

Beacon Business Alliance positioning statement

Brand Gravity Every Day

With Milepost 59, we created this poster as an everyday reminder of the gravity our brand has if we stay focused on our mission and the agreements that we’ve made to one another within the organization, as well as with our membership, and the community at large. We’d be happy to answer any questions about and provide more insight into the process. Contact us at info@beaconbusinessalliance.org. (Click on the image below for a larger, dynamic view.)