The Keys to Branding

1. The Purpose of the Brand

All people have an intrinsic need to feel like their lives serve a greater purpose. We want to feel special, feel like we’re doing the thing we were put on this earth to do. When crafting the goal and purpose of your brand, you need to make sure it’s something that’ll spark off that sort of feeling in your team. A lot of people are unsatisfied with their jobs and it makes sense: they spend 80% of their time grinding and engage the majority of their into it – so they are bound to be unhappy if their job doesn’t have a purpose that’s aligned with their own motivations and goals.

Brandtastic can help you come up with a powerful and precise purpose for your brand and to articulate that purpose so that your team thoroughly understand it, treat it as a focal point that’ll keep them focused on doing a good job. ┬áIt’ll become a driving force for their decisions and behaviours at all times.

2. The Vision of the Brand

Every organisation needs some sort of vision statement. To put it simply, the vision statement is what the company expects to achieve in the world. What positive results does your company aim to accomplish? What improvements will it bring to its customers’ lives? Customers want to support companies who are going to improve people’s lives, so it’s an important step that should be carefully considered. Provide a vision that is bold and precise, painting a future that employees and customers will be proud to help turn into a reality.

3. The Motto of the Brand

Something similar to a mission statement, the motto is a short phrase which represents a company’s identity and culture – something that should come to an employee’s mind when they’re facing a difficulty or making a tough decision. A good motto will inspire your team to take action and overcome obstacles. Take inspiration from great mottos such as “Ever Upward”, the motto of New York State or “Live to Ride, Ride to Live”, the motto of Harley Davidson and “Move Fast And Break Things”, the motto of Facebook.

The motto of your brand should be the core message it sends out and the branding strategy and your team’s behaviour, in general, should always match it. You should craft a unique motto which reflects the personality of your brand, making sure everyone understands what the company is all about.

4. The Core Values of the Brand

The core values of a brand represent the guidelines that guide your team’s choices and decisions. They’re a code to work by, representing what your company values are as clearly and precisely as possible. Employees should be rewarded for acting in accordance with the brand’s value and reprimanded when they fail to do so. You must choose which principles should guide your company, shaping its culture, supporting its vision and reflecting what it stands for.

5. The Archetype of the Brand

Brands should be treated like characters – maybe yours is more of a hero, a rebel or a lover. Based on work by Dr Carol Pearson and Carl Jung, your brand must determine the archetypal storyline that best represents the brand. Taking human-like traits for your brand and generally having a more human approach to it will help you connect with the audience better. You must make sure your whole team understands the character your brand is associated with as well.

6. The Distinguishing Factors of the Brand

Last but definitely not least, your brand needs to have particular characteristics that will distinguish it from its competitors and make it stand out in the crowd. People have personalities and want to express themselves – so they’ll rarely be interested in a company that’s bland and doesn’t have its own particular flavour. You must ensure your company has its own interesting traits, making it much more appealing to the public.