Branding your business
Lesson 2

Start with purpose

Brand design course - start with purpose - Nathalie Smith -2
Brand design course - Find your tribe - Nathalie Smith
Up Next - Lesson 3
Find your tribe
  • Why some brands are more successful than others
  • How to identify your brand’s purpose
  • How to define your brand’s values

Why are some brands better than others?
What makes Apple or Tesla more successful than their competitors?

It all begins with purpose.
Successful brands are clear about what they stand for and organize their entire business around it.

Start with purpose.

I think a great brand purpose is something that is inspiring for everybody, is really true to what your business is all about and it’s also something open enough that it can grow with you in the future.

I think it’s something that needs to inspire people, not just in your company today, but also be long thinking.
So think about the kind of broader social impact you want to have in the future.

Your purpose is your reason for getting out of bed in the morning.
It’s the impact you want to have on the world.

Apple exists to challenge the status quo to think differently.
Tesla exists to accelerate the transition to sustainable energy.

So tell us why does your brand exist.
Once you’re clear on what you stand for, think about your brand values.
Values will guide your culture by saying: “this is how we do things around here”.

These should be distinct and actionable.

At Canva, we have six guiding values including: “Be a good human” and “Make complex things
simple”.

Now, it’s your turn.

Why does your brand exist and what values will guide you there?

Branding your business Lessons

01 – What’s a brand?
02 – Start with purpose
03 – Find your tribe
04 – Add some personality
05 – Give it a name
06 – Design your logo
07 – Find the right font
08 – Mind your tone
09 – Connect with color
10 – Style your imagery
11 – Build a Brand Kit
12 – Evolve your brand