Determining where you are today—what your current brand looks like—is the first step in the process of developing your brand strategy. By defining who your brand is you create the foundation for all other components to build on.
Your brand definition, as expressed in Mission and Vision statements, will serve as your measuring stick in evaluating your marketing materials and strategies.
What is the vision and mission of your business or organization? If you have a corporate vision statement, this is a good time to review it. If not, review the following materials about how to develop a vision and mission statements.
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A Vision is a description of the business, as you want it to be. In dictionary terms it is, “a mental image produced by the imagination.” It involves seeing the optimal future for your business, and vividly describing this vision. The description might include HOW things will be WHERE, WHOM with, WHAT you’ll be doing and HOW you’ll feel.
When you see the How-to-Branding.com Toolbox, it designates that the following content is a tool, exercise, or technique you can use to help develop your affordable brand strategy.
A Mission is the “special assignment” being undertaken by your business.
The Vision and Mission statements should be able to:
Here are some things to avoid when writing your Vision and Mission statements:
Where Are You Now?
Let’s assess your brand as it exists today.
Be honest and answer each question thoroughly. Focus on your target audience when answering each question.
...and Where Do You Want To Be?