How To Create a Compelling Brand
In this blog, we define and explain the essential elements that make up a brand. We also share examples and provide a solid list of resources to help you identify and create your brand elements successfully.
+ What is a BRAND?
A brand refers to the way a company, product or person uniquely distinguishes itself in the marketplace and in people’s minds. Simply put, it’s the territory a business claims when people think about it. It’s a company’s chance to shape and influence how consumers perceive their business, products and services. It’s kind of a big deal.
There are a lot of elements that make up a company’s brand including its target audience, mission, vision, values, tagline, messaging, tone of voice and visual assets. Oftentimes branding refers to the visual components of a brand including a logo, typography (fonts), color palette, icons, and visual design or brand style guide.
+ Examples of Branding
Coca-Cola arguably has the most iconic branding of all time. Their well-known logo with the white script typography and red color is known worldwide. Even though it has slightly evolved over several decades, it has retained its brand recognition.
Another great example is Nike. Nike uses the “swoosh” for their logo and tagline “just do it”, which just about everyone knows and recognizes wherever they see it.
+ What does it take to have branding that reflects you and your company?
In order to have great branding, you should know your brand’s:
Messaging
Target audience
Mission
Vision
Values
Because the more of these brand elements you know, the more you’re able to capture them in your brand’s visuals and increase the likelihood your branding is on point.
+ Resources to help you figure out your brand elements
Messaging
Messaging, also called Brand Messaging, for a business refers to how a brand communicates about itself to the public. It should be clear and compelling and invite your customers into a story. We help clients identify and clarify their Messaging. Learn more here.
Read our blog: “What is Messaging?”, which includes a mock BrandScript
Read our blog: “Your Business Needs a One-liner”, which includes several one-liner examples
Listen to the Marketing Made Simple podcast, especially episodes 4-12
Target Audience
Your target audience is the specific group of people who will buy your products and services. They’re your target, ideal customers.
Read this MailChimp article “How To Find Your Target Audience”
Read this Neil Patel article, “How To Find Your Target Audience”
Read this Hubspot article “How To Find Your Target Audience”
Mission
A mission statement is about why you exist. As explained by Bain and Company: “A Mission Statement defines the company’s business, its objectives and its approach to reach those objectives.”
Watch this Business Made Simple video “The Two Parts of A Great Mission Statement”
Read this Forbes article “Answer 4 Questions To Get A Great Mission Statement”
Read The Balance Small Business article “How To Write A Mission Statement With Examples”
Take this Business Made Simple Mission Statement online course
Vision Statement
Bain and Company defines a company vision statement well— “A Vision Statement describes the desired future position of the company.” In other words, it clearly states the world you are creating when you perform your mission.
Read this Masterclass article “How To Write a Vision Statement For Your Business”
Read this Business News Daily article “How To Write a Vision Statement”
Values
Core values as defined in this Harvard Business Review (HBR) article are “the deeply ingrained principles that guide all of a company’s actions; they serve as its cultural cornerstones.” What you value is what you focus on. What you focus on is what you create. Declare your values, and you declare what you create.
Read this SHRM article “5 Steps to Discover Your Organization’s Core Values”
Read this HBR article “Make Your Values Mean Something”
Read this Inc. article “How to Define Your Company’s Values in 4 Steps”
More soon,
Mahla Hoffbeck
Consultant + Partner
P.S.
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