1. What Is Your Purpose?
The human experience is about looking for a sense of purpose in life. People feel happier when their life has a meaning. People want to do things they are passionate about, want to achieve goals that mean something to them and want to feel that they are making a difference. We live in a world where it is not uncommon to spend as much as 80% of our time at work, which is why life can seem unfulfilling if what we do doesn’t correspond to what we are passionate about. Your brand will have a greater impact if you can build your branding around a purpose that inspires people. Once you have a clear purpose for your brand, you will have a strong driving force behind everything you do.
2. What Is Your Vision?
Your brand needs a good Vision Statement. This statement should describe the future you want to create. You should talk about who you want to impact, how you want to change the world and how you see the role of your brand in shaping the future. Your Vision Statement goes further than your future plans for your brand. Tell people how you are going to shape their future and articulate this vision into words.
3. Choose A Motto
We feel that mottos are a lot more powerful than mission statements. We have seen many brands that don’t have a motto. A good motto should help you stay motivated even when you face obstacles. Here are a few mottos we find inspiring: “Move fast and break things” (Facebook), “Live to Ride, Ride to Live” (Harley Davidson) and “Ever upward” (New York State). Your motto is very important because it will shape how you address your audience, determine your behaviours and influence some of your decisions. Ensure you print the motto everywhere including glass walls inside the office to stationery and personalised pen pots.
4. Decide What Your Values Are
You need to determine which values matter to your brand so you can have some clear guidelines to follow in everything you do. Your values are like a code that your brand will stick to. Deciding what your values are will help you articulate what your brand is about. You will be able to measure your brand’s performance and behaviours by these values in the future. Your core values should be consistent with your vision and will shape your company culture.
5. Which Archetype Are You?
Carl Jung and Dr. Carol Pearson’s work on the archetypal storyline can be used for branding purposes. Their work revealed the existence of different archetypes, including the lover, hero and rebel. Which one represents your brand the most accurately? Identifying an archetype allows you to humanise your brand and connect with your audience. This is a simple exercise that will also help your team gain a better understanding of your brand.
6. What Makes You Stand Out?
Your brand needs to stand out from the competition. Other companies might be using similar branding strategies and you need to find a way to differentiate yourself from the competition.