Step 01. Define who you are and what makes you unique
What do you offer to consumers that others don’t? What will make people choose your brand over a similar competitor’s brand? Whatever the case, try to identify that difference and write it down.
Some good questions to ask yourself are:
- What is the history of my brand and company?
- What unique benefits does my product/service offer?
- What materials are my products crafted from?
- How is my product created?
- What unique experience does my brand offer to people?
Another way that you can go about finding your own unique edge is by gathering all of your biggest competitors together and looking closely at them. Do they all have a similar brand personality, do they all offer identical products, do none of them offer worldwide delivery? Find a gap you are logically able to fill and fill it.
Here’s a template that you can customise and tailor to your researching needs. Simply compare your brand to some competitors’ brands and try to highlight the differences that you could offer that they don’t.
Step 02. Create a branded personality
While many still perceive brands to be these cold, unfeeling, emotionless things, the way branding really acts in this day and age is actually completely different. Consumers now build emotional relationships with companies and brands. They perceive them to be fully-fleshed human-like things that embody certain ideals.
Personify your brand. If it were a person, what would it be like? For example, your brand could be “friendly, cheerful, excited, vibrant” or it could be “professional, hospitable, efficient, patient”. Find what naturally suits your brand and flesh it out.
What emotions do you associate your company with? What feeling should your consumers be overwhelmed with when they visit your site, purchase your product, or use your service? Trustworthiness and security? Love and romance? Calm and tranquility?
Step 03. Define your core values
What values do you want your company to uphold? What things will remain a top priority to you as your brand grows? Will you ruthlessly strive to create high quality products? Or do your priorities lie in being friendly and kind to your consumers? Here’s a list of some potential brand values for you to pick and choose from.
Step 04. Write a mission statement
A mission statement is a written statement that outlines a brand’s purpose, values and intent.
Let’s look at a quick example mission statement. The statement below captures the brand’s core values, emotional connections, how they approach their sales, and establishes what is unique about their company.
Try to define your company’s function in one sentence. Keep it as short as possible, and avoid using the word ‘and’ too many times. This will naturally be difficult because you’ll want to include a lot of information.
Rinse and repeat until you can get it down to one sentence. Check out this presentation for some inspiration.
- Open your Brand Vision and Values planning doc and spend 15 minutes to fill it out for your brand.
- Did this exercise help you understand your business better? Share your single most powerful insight in the comments below. Reading each other’s insights will be a valuable exercise for everybody.