Brand is more than a logo and a typeface, to me a brands is
a collection of human like features that
bring a company to life in the mind of its customers
If you don’t know who you are, it will be hard to share your story with others. Start with your vision/mission/purpose statements
Vision creates long term alignment
What we are going to be remembered in history
Mission creates mid term alignment
What we are doing today that will make us famousPurpose creates short term alignment
What are the means we'll adopt to meet our ends?
Most companies out there don't take this seriously their effort are corny and useless, yours shouldn’t
When done right these three are a compass to align your team everyday objectives towards one direction, yes brand starts within the company
Once you know who you are and where you are going then its time to define your features
From a first glance to very intimate details, you can judge someone by
The places they hang out (category)
The way they dress (identity)
The way they talk (tone of voice)
What are they famous for (tagline)
What they have to offer (value proposition)
The fundamental truths of their being (values)
The way they interact with people (purpose)
What's their job (mission)
What legacy they want to leave behind (vision)
Customers will perceive these from the top down
Employees will instead deploy them bottom up
There is a lot, it's Important that all should be easy to remember without effort
If it takes longer than a sentence to explain, only who's interested will listen to the end. Most people don’t care
Defining your category is very important as it has a direct impact on all other traits
If the place you hang out is a pub vs board room
Then the way you dress is casual vs formal
And the way you talk is fun vs serious
Read more category definition in this other post
Read the canonical way here
Special tnx to mr coca-cola
👋🏼fabri here, former founder and consultant
working with startups, helping them grow
