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Brand Development article

A Brand is more than  just your logo. There is a lot involved in a well-thought out brand strategy.

Your business brand has the exciting potential of being the operating principle for everything your organization ever does. As well as the following....

Your Colour palette, the type of font suite, a variations of logos. All of which support the brand and create a strong sense of connection and recognition with a brand's customers.

Dream Life Business logo
Dream Life Business logo

Such as the colours and brands for the Female Entrepreneur Association F.E.A.   * of which I am a happy member.  I have written much more about them in other blog posts.

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Your brand includes everything you do. Building a strong brand does not just include re-designing your logo. If it doesn’t involve your strategy, your message and  your emotional appeal, along with your visual identity – then it’s not branding.

It can be a challenge to put your finger on exactly what it is that  your business  does and "why" you do it. Also difficult to evaluate your businesses worth and where your business fits into the online landscape of business today. You should include these strategy statements.

This is why your mission statement plays an extremely important part in your strategic planning process -- or it should. 

Today's modern businesses,  have strong brand recall  that requires you to show your purpose and /or promise down to the specific emotions you want your customers to feel when they think of you.

Think of your favorite company. This is mine.

FEA Create  My favorite company to work with

Your mission statement makes a world of a difference.

What is a Mission statement? A statement of your goals, values and objectives.

FEA Create's Mission Statement
"The all-in-one platform that makes running your business a breeze. We are the #1 platform for women building their  coaching, consulting and creative businesses!" An invitation to find out more about FEA *

This helps a company to respond to change and make decisions that align with it's vision. Values expressed by your company that  consumers like -because they believe in  their vision.

This doesn't happen overnight. Building brand loyalty takes time. FEA is over 5 years old.

 - A good mission statement will not only explain your brand's purpose, but will also also have a connection with it's customers, over time.  

This connection with  your  clients  or customers who stay loyal to your company, increases your overall business profitability.

Mission statements also help you stand out by differentiating your brand from the competition. Each and every business has it's own uniqueness.

So what is a mission statement?
-A good mission statement will not only explain your brand's purpose but will also foster  a connection with it's customers or clients.

 MY MISSION STATEMENT:  #Website Designer

"I help professionals launch their first or next website so that their future clients can find them,  know like and trust them and  hire them over and over again."

So when a design company says they can re-brand your brand….You need to ask them:

–  if they will interview with you and or your team?

–  do they know and understand your companies mission statement?

–  do they know what are the benefits and or features of your businesses services or products?

Your mission statement should clearly express what your brand does, how it does it, and  the why behind the brand. You can quickly sum this up in your mission statement by providing the following:

Brand Purpose: What does your service do, or offer and for whom?

Brand Values: What does your company stand for? Ex: are you environmentally conscious and do you provide a more sustainable solution to solve a problem? Values are what make your company unique.    

Brand Goals: What does your company accomplish for it's clients? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers and or clients.

Brand Development article

1. Explain your company’s product or service offering. You want prospects to understand what your company does. This means explaining your offering in basic, clear terms.

Your explanation should answer the most basic questions like:    

  • Are you selling a product or service?  
  • Why would customers buy it?    
  • How does your offering solve a problem for the client?

1. Record your answers to focus on how your product or service brings value to your buyer personas, otherwise known as your "target audience."

2. Identify the company’s core values.  You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values.

Core values are deeply ingrained principles that guide a company’s actions.

Take FEA's culture code, Female HEART, for example: Empathetic    Adaptable    Remarkable  Creative   Transparent.

By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company's offering aligns with your values. So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For ex, if one of your core values is innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices.

Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one. A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose.

You need to state the what, who, and why of your company:    

What: The company is offering    

Who: Who you’re selling to    

Why: The core values have successfully conveyed your message.

5. Make sure it’s clear, & concise,

Above all, your mission statement is a marketing asset that is meant to be clear, concise. It should clearly outline the purpose of your company's offering and show the common goals the company is working to achieve.

You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations. An annual review  of this is a good idea. 

Women working at computer

Vision Statement

A vision statement is what you aspire to and expresses your brand’s plan or “vision” for the future and potential impact on the world.

They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement? A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

 Your brand identify is your understanding  of your clients, their needs and wants, their demographics, in their own type of language that they require for their business.

Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. So, a mission statement is a road map for the company's vision statement.

In summary, the main differences between a mission statement and a vision statement are:  

Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.  

Vision statements are a look into a company’s future or what it's overarching vision is.

The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.

Develop a mission statement that summarizes your business goals, communicates your purpose, and connects with your target audience all combine to create your Brand Development.

You are invited to chat for 20 mins on Zoom to see if we would be a good fit to work together.

Please go to my contact page to book your no obligation chat.

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Kathryn Ruth is the founder and the CEO of Marketing Offline Online.net as well as KathrynRuthMaclean.net When she isn't plotting new ways to create awesome WordPress sites, she like to geek out creating images and is a plant and animal lover. She also writes about startups and marketing businesses.

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