The internet is crowded with forgettable brands who aren’t making money and aren’t making an impact. Don’t be one of them.
Your Brand Core.
Understanding brand core is crucial for the success of any business or organization. It determines your position in the marketplace, dictates team culture, and drives how well you reach and serve your tribe (your target audience).
Get Clarity.
Unfortunately, the internet is crowded with forgettable brands who aren’t making money and aren’t making an impact. For many of them, the problem begins with a fundamental lack of clarity around who they are, what they do, who they serve, and why. If this is you, it’s time to get clear.
4 Questions.
(1) Purpose: Why do we exist?
This one sounds simple enough, but for most, it’s harder than it seems. For the Boy Scouts of America, their purpose is to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.
(2) Vision: What future do we want to help create?
If you’re busy starting a business or trying to grow one, it’s difficult enough to focus on the demands of here-and-now. But what about the future of your brand? How does it fit into the future world you’re envisioning? For Uber, the future they want to help create is one where transportation is safer, cheaper, and more reliable.
(3) Mission: What are we here to do?
This is one of those rubber-meets-the-road kind of questions; the answer begs to be more practical, less pie in the sky. For Yeti, the mission is clear: to build the cooler you’d use everyday if it existed.
(4) Values: How will we conduct ourselves in support and pursuit of our purpose, vision, and mission?
Your brand’s values are less about the what, and more about the how. Consider them an expression of the character and action required in order to fulfill your purpose, vision, and mission. The six statements below are an overview of the way Whole Foods articulates their values. For details, click here.
a. We sell the highest quality natural and organic foods.
b. We satisfy and delight our customers.
c. We promote team member growth and happiness.
d. We practice win-win partnerships with our suppliers.
e. We create profits and prosperity.
f. We care about our community and the environment.
Take Action.
If this post has your wheels turning, it’s time to act. The sooner you and your team members are clear about your brand core, the quicker you can move on to making more money, and having more impact.
Send us an email and we’ll send you our complimentary 6-page brand core worksheet, to help move the process along.
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Up next? Everyone Loves a Good Story.
