1. Mission
Your mission statement should express your brand's purpose and driving
philosophy in a clear, succinct, and compelling way. To construct your
mission statement, you must have identified your brand's features and
benefits, target market, and competitive advantages as they stand today. You
must also have decided on a long-term goal for your brand. Mission
statements come in all shapes and sizes. Some are specific, others leave
room for interpretation. Your mission statement should be fairly brief – no
more than five sentences. For example: Our mission at XYZ Company is to
be the premier mass market provider of XYZ product on the East Coast. We
will do this by selling affordably priced equipment through our network of
distributorships. We will be known as a company who builds lasting
relationships with our customers, suppliers and employees.
2. Identity Attributes
List words or phrases that describe your brand at its core – words you want
customers to associate with your brand in lieu of other brands. This list
should differentiate your brand and resonate with the desires of your target
market. Keep in mind, however, that consumers can't and won't associate your
full list with your brand. That's why at some point you should star one of
these words - just one - that you want customers to most connect with your
brand. You want to "own" this word in the mind of your customer. What word
pops into your head when you think of Volvo automobiles? Most likely, you
think "safety". And when you think of "Fed Ex"? "Overnight". In everything
you do, strive to convey or exemplify that one word.
3. Value Proposition
Ask yourself: How is my brand better than the others? Where does my
brand create value for consumers? What's my brand's competitive advantage?
Your value proposition should differentiate you from your competition and
sum up the unique benefits consumers derive from choosing your brand.
Distill your brand's value into a sentence or two, and try to include key
features and benefits. Example: "The high-quality material used to build
XYZ Product provides its corporate consumers with peace of mind so they can
focus on their core business."
4. Tagline and/or Byline
I say "and/or" here because you really don’t need both a tagline and a
byline – whatever you choose usually appears near your logo, where there's
only room for one statement. A byline is a descriptor or clarifier, like
"Home Electronics," while a tagline is more sophisticated. A tagline is a
slogan, company statement or vision that condenses the brand essence in a
way that creates interest. It should be short, pithy and smart. (Note:
Taglines, slogans, and positioning statements are often used
interchangeably.)
Examples of current taglines: Apple: Think different. Target: Pay less.
5. Brand Story
Record and preserve the history of your organization in a concise and
compelling way. Was there anything unusual or interesting about how your
company came into being? Think though public relations angles. The media
loves a good story! Your history can also make a wonderful addition to your
website, where it can increase comfort factor with consumers and help
overcome the impersonal nature of online commerce.
Above all, remember that brands are created in the mind and heart of your
consumer. Strive to embed an emotional tie in your brand platform. The fact
is customers buy the brand they feel comfortable with – and that's not
always the brand with the most features or benefits.
John Williams is president and founder of LogoYes.com, the world's first
and largest DIY logo website. In his 25 years in advertising, he has created
brand standards for Fortune 100 companies like Mitsubishi and won numerous
international awards for his design work.