Professional Documents
Culture Documents
Branding Draft 3
Branding Draft 3
Every successful brand has a powerful purpose behind it. As Simon Sinek said, “People don’t buy what
you do; they buy why you do it. The goal is not to do business with everybody that needs what you have.
The goal is to do business with people who believe what you believe.”
Hence, it is essential to answer the following four questions while defining the brand purpose to ensure
the effectiveness of the branding strategy.
These answers give ideas to form the foundation of the branding strategy.
The mission statement should be able to convince your target audience to choose your brand over
another competing brand in the market.
For Example, Nike’s mission statement is “To bring inspiration and innovation to every athlete in the
world.” it further goes on to add; “If you have a body, you are an athlete”. Their mission can be seen
everywhere. They focus on all types of athletes using Nike products. The company has built up such a
reputation and brand following, that it’s able to increase the target to accommodate every “body”.
A brand story is an opportunity to communicate on a human level, making a direct emotional connection
with your consumers. Connecting with your prospects before going in for the hard sell builds trust, and
helps your prospect have a more positive experience with your company’s brand
Moreover, people love stories that move them - emotionally and to action. A strong brand identity can
establish an emotional connection with consumers, which can be a solid foundation for building a lasting
relationship with a brand.
For example, TOMS Shoes clearly defines their message through every touchpoint a consumer has with
the brand: “Improving lives. With every product you purchase, TOMS will help a person in need. One for
One.”
Moreover, the product itself, its packaging, or the way its presented - all play a part in your brand
identity. Visually representing your business in everything you do will create consistency and help create
a familiarity with your consumers.
McDonald, the globally leading fast-food chain, has used an interesting form to create the iconic "M,"
which is now recognizable all over the world.
Language: Choose a language that matches the personality of the brand. If the brand identity is
high-end, professional language should be used. However, if the brand is laid-back, the language
can be more conversational. The chosen language will be integrated throughout the entire
business; hence, it is important that the tone correctly matches the personality of the brand.
Advertisements: whether traditional or digital, advertising is the most efficient way of
introducing a brand to the world. It's a way to get the message of the brand seen and heard by
your target audience. However, it may not always be budget friendly.
Social Media: Another way to establish a connection with your consumers is through social
media. It is relatively cheaper and offers up a ton of digital platforms to interact with your
audience and establish the brands identity. It also offers direct, two-way communication with
the audience.
https://blog.hubspot.com/agency/develop-brand-identity
https://freshsparks.com/successful-brand-building-process/