Ask a new business owner to tell you about their brand strategy and most will stop at their logo, which means they have none. Small business owners consistently overlook the importance of branding and do so at their peril. This problem even persists across large organizations where the understanding and use of a strong brand can get diluted, distorted or miscommunicated. Understanding the role branding plays in your business, the strategies behind it, and the pillars of successful branding will vastly increase your chance of success. In this blog, you’ll find the 10 pillars of successful branding that marketers can use to establish or re-evaluate their brand. 1. Purpose Your brand purpose is the meaningful reason behind why your brand exists. To extract your purpose, you need to look at who you serve. Your business solves a problem for someone. Whether that problem is hunger, thirst, a flat tire, the need to get from A to B, or a lack of experience in a particular field, you provide a solution to a problem your ideal customer needs or wants, to solve.
Once your solution fills that void, there is a sense of satisfaction from your audience that evokes an emotion. Even an accountant filing tax returns provides satisfaction. They relieve their clients from the stress of tax responsibility for a year. Identifying the emotion that your client will feel on the back of your solution unlocks the meaningful purpose.Phone Number List Tapping into the impact that may have on their lives (even if just for a fleeting moment) and your brand purpose becomes not about how much profit your business can turn but how many people it can impact. Take, for example, TOM’s, a primarily online shoe company. They have an online store, you pay with your card, and your new shoes are delivered to your door. Simple. What makes TOM’s different from other shoe companies is their brand purpose. The meaningful reason behind why they exist is to improve lives. For every pair of shoes you buy, TOM’s will help a person in need. Not only does that make the customer feel good about handing over their money, but also every individual working for TOM’s will feel they make a difference in the work they do. 2. Vision Your vision is where you plan your business to be in the future. Thinking about where you want your company to be is a vital part of brand creation. It is about projecting your brand into the future and painting a picture of your future brand. We tend to do more for others that we do for ourselves. When you go back to the brand purpose and realize that your brand is about impacting other people’s lives, you can be a little more ambitious about the future.
Where do you want to be in 10 years and what does that future brand look like? How large is your expansion plan? Will you be expanding your product offerings? What does success look like for your company? These are all vital questions to ask yourself when building your brand. Your vision should be big enough to inspire but not too big for people (within the brand) to buy into it. Microsoft’s vision was to put “A computer on every desktop in every home”. This vision was big enough to inspire a movement without being too big for the leadership team to buy into it. 3. Mission Your mission is a statement of intent that encompasses both your company’s purpose and vision. It is a commitment to impact the lives of the people you serve and deliver on what you promise while you are on the path to your future brand. It shifts the paradigm of the vision and mission from what you want to achieve to what you want to give. In living your purpose, your mission becomes a self-fulfilling prophecy. Brands on a committed mission aligned with their purpose and vision set the tone for a strong working culture. Those who come to work every day and feel like they are part of something bigger than themselves have meaning in the work that they do, which instills happiness. Brands boasting happy people radiate this through their interactions and become known as much for their attitude as the solution they offer. Starbucks mission statement optimises a commitment that is filtered through purpose with a dash of vision: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
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