The PHJ Way: What’s in a Name
By Jeff Bartlett
Just as individuals strive to understand and reveal their authentic selves, start up organizations also
face the same challenge. The Peace, Harmony and Joy (PHJ) Alliance was founded on the idea that
given the right tools and guidance, people would be better able to manage their stress and create
greater peace, harmony and joy within themselves, their family, and ultimately the broader
community. It was a worthy goal, and PHJ attracted many passionate change-makers to its Board of
Directors. But for an organization to grow and be successful, it would need more than an initial vision.
The PHJ Alliance has attracted a large variety of corporate leaders, entrepreneurs, educators,
physicians, wellness advocates, and authors -- a cross-section of society.
Together we sought to articulate the PHJ mission, and answer four questions: who we are, what we
do, how we do it, and who we serve. To accomplish this, the PHJ Alliance undertook an intensive
branding initiative to create a unique identity that would resonate with our audience, shape how
people perceive and feel about the organization. It would include our values, our persona and define
how we communicate and connect with those we serve.
A formal branding process started internally and I had the opportunity to collaborate with a fellow board
member to draft a brand statement addressing all the key questions outlined above. Once we had the
initial draft we utilized AI tools to assist in refining the wording to ensure our statement was a concise
and accurate reflection of our organization. The product was then reviewed with the entire Board to
ensure there was agreement and common understanding.
While those within the organization coalesced around the new branding, we realized that our statement
was primarily directed toward those within our organization and did not adequately address how we
should best be perceived by the public. Consequently, (and in conjunction with an effort to redesign our
website) we contracted with a company with extensive branding expertise.
The branding professionals guided us through what became a journey of self-discovery. We of the
Alliance would see our perspective shift from looking at our organization from the “inside looking out” to
how we wanted to be viewed by those on the “outside looking in.” This required us to examine the most
important factor: our name -- Peace Harmony Joy Alliance. Our founding members had put in a great
deal of time and effort to come up with that name and rightly felt invested in it. However, our branding
consultants pointed out that as we were growing into to a more public-facing organization, naming
becomes more than identity— it becomes access. The right name could clarify our purpose; expand
our reach and reflect the lived mission at the heart of our work.
In analyzing the name they identified numerous concerns with the term “Alliance.”
Can feel exclusive or insider driven, implying “you’re in or you’re out”
Sounds institutional or political, not emotional or lived
Doesn’t clearly express what PHJ does or offers
Lacks warmth and accessibility for new individuals or communities
In light of these concerns we explored numerous alternatives and ultimately selected our new name:
The Peace Harmony Joy Way, or more simply, The PHJ Way.
The name change is of great significance to the organization as it embodies all the critical attributes
identified in the branding process.
Frames PHJ as a living philosophy and path, not just a group or initiative
“Way” is gentle, inclusive, and timeless, aligning with PHJ’s emotional tone
Invites individuals into a shared journey, allowing space for personal growth
Positions PHJ as a framework or practice, adaptable across audiences and programs
While the branding process led us on an extraordinary journey to better understand ourselves as an
organization across a wide spectrum of attributes, it also highlighted the fact that there is indeed
“something in a name.”