Network Inc. feels that developing a brand identity is a five-step process that aims to clearly define what your brand stands for -- its goals, its integrity, its personality, the emotions you want people to experience when they come into contact with your brand, a clear conveyance of that identity through a positioning statement, and its concluding purpose.
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A vision statement describes what you want your company to become in the future, hence the name “vision” statement! It should be inspirational. Ideally, the statement should be one sentence in length and should not include how the vision will be met.
A mission statement defines the purpose of the company. It should be simple, straightforward, articulate, and consist of jargon-free language that’s easy to grasp. It should be motivational to both employees and customers. When crafting your mission statement, keep these tips in mind:
What are the specific market needs the company exists to address?
What does the company do to address these needs?
What are the guiding principles that define the company’s approach?
Why do customers buy from you and not your competition?
When your customers experience your product or service, what emotions does the encounter elicit?
If your brand was a person, how would you describe their personality?
Just as with humans, a brand’s personality describes the way a brand speaks, behaves, thinks, acts, and reacts.
It is the personification of the brand -- the application of human characteristics to a business. For example...
Are you lighthearted and fun?
Are you serious and all-business?
Are you down-to-earth?
Are you playful or matter-of-fact?
A brand positioning statement is a one, or two, sentence statement that clearly articulates your product or service’s unique value and how it benefits customers. The positioning statement must define the audience, define the category in which the brand exists, cite a clear product or service benefit, set your brand apart from your competitors, and instill confidence the brand will deliver on its promise or promises.
The aim or intended use of your business's identity or brand is an indication as to how it is developed. For instance, will your brand be manipulated through a series of promotional channels, or will it be solely utilized in digital fashion? This and other aspects need to be considered when establishing the other five steps of the branding process of your business. A purposeful brand is a successful one and envelops the role your business wants to encompass in order to achieve its desired purpose.