Own a Winning Brand With Vision, Mission, & Values

What is the one thing that sets your organization apart from all of the others? It's kinda obvious but those other organizations don't have you - or rather, your brand.

Other Brands don't share your unique passion, insights, and experiences. These precise elements provide the groundwork for a brand that can't exist anywhere else. Your competitor deserve recognition for being a great brand, but they exist for something else. And that's essential to branding because it means you can exist more strongly for what drives you. And that will resonate with a different audience if you let it.

Want to create a Brand that excites? Inspires? Causes a flood of customers knocking down your door? Not sure about that last part but why limit ourselves?!

So how do we package these monumental details into something customer facing? It starts inside. Up through the newest employee all the way to the leadership: your vision, your mission, and your values.

Overview

• The Branding Big 3
• Brand Vision
• Brand Mission
• Brand Values
• Host A Brand Values Workshop
• Takeaway

The Branding Big 3: Vision, Mission, Values

Let's introduce you to what GLYPH calls the Branding Big 3: Vision, Mission, and Values. These 3 catalysts are the core ideals for what shapes an organization's market alignment, inside and out.

Every company, startup, nonprofit, and even individual products, have sets of unique beliefs, customs, and operating standards which are important for them to identify, develop, and promote. It’s one of the primary ways customers can identify with products that reflect them and their lifestyle.

This philosophy is composed of ideals that are promoted both internally and externally, and reinforced by the actions of every member of the team – from the Founder to the newest employee. For most companies; identifying, understanding, and promoting their Brand Culture is essential to effectively communicating their brand and building relationships with their customers.

Brand Vision

In the intricate tapestry of branding, a brand vision serves flag you aim your business to, guiding every decision, action, and message. It encapsulates what your brand aspires to be and how it aims to impact the world. But before you embark on defining your brand vision, let's delve into what it truly is, explore its historical significance, and understand how to research and craft your very own.

At its core, a brand vision is a succinct, inspiring statement that outlines your brand's purpose, values, and ultimate destination. It's also worth noting that the Vision Statement is often utilized internally but don't feel the need to keep it from your stakeholders or public.

Remember, the vision is not merely about selling products or services; it's about the meaningful impact your brand seeks to make on the world. By drawing inspiration from historical successes, you can create a brand vision that not only guides your brand but also inspires those who interact with it.

Historical Significance of Brand Vision

Brand visions have played a pivotal role in the success of numerous iconic brands. Let's look at a few historical examples:

Apple's Vision of Empowering Individuals: Apple's brand vision under Steve Jobs was to "empower individuals to change the world." This vision drove innovations like the iPhone, iPad, and Mac, which transformed how people communicate, work, and create.

Disney's Vision of Creating Magical Experiences: Walt Disney's vision was to "create happiness through magical experiences." This vision led to the creation of Disneyland and the enduring legacy of beloved characters and stories that continue to captivate audiences worldwide.

Researching Your Brand Vision

Know Your Why: Start by understanding why your brand exists beyond making a profit. What is its higher purpose? What change does it want to bring to the world?

Customer Insights: Conduct in-depth market research to understand your audience's needs, desires, and pain points. How can your brand address these effectively?

Competitive Analysis: Study your competitors to identify gaps in the market. What unique value can your brand offer that others don't?

Company Values: Consider your company's core values and principles. How do these align with your brand's purpose and the needs of your audience?

Crafting Your Own Brand Vision

Clarity is Key: Keep your brand vision concise and clear. It should be something that anyone in your organization can understand and rally behind.

Inspire and Challenge: A powerful brand vision should inspire your team and challenge them to think beyond the status quo.

Stay True to Your Values: Ensure that your brand vision aligns with your company's core values and principles. Authenticity is key to making it resonate with both internal and external stakeholders.

Continual Reevaluation: A brand vision isn't set in stone. It should be revisited, managed, and evolve with your brand and the changing landscape. Regularly review and adapt it as needed.

Brand Mission

In the realm of branding, your brand mission serves as the pulsating core of your identity. It is the embodiment of why your brand exists.

Crafting your brand mission is a profound journey of internal purpose. By drawing inspiration from the founding of the business itself, the growth of your team, and the belief you want to operate by each day, you can create a brand mission that defines the core of your brand's existence.

Before we embark on crafting your unique brand mission, let's delve into its essence, explore its historical significance, and understand how to research and create one that resonates deeply.

What is a Brand Mission?

Your brand mission is more than a catchy slogan or a set of words to adorn your marketing materials. It's the soul of your brand, encapsulating its fundamental purpose, values, and the positive impact it aims to bring to the world. A brand mission defines why your brand exists beyond the pursuit of profit.

Historical Significance of Brand Mission

Brand missions have played a profound role in the identity and success of numerous iconic brands. Here are some historical examples:

Nike's Mission of Empowering Athletes: Nike's mission to "bring inspiration and innovation to every athlete in the world" has driven its commitment to athletic excellence and innovation. It has been a guiding force behind groundbreaking products and powerful campaigns.

Google's Mission to Organize the World's Information: Google's mission to "organize the world's information and make it universally accessible and useful" has shaped its relentless pursuit of knowledge and user-centric products like Google Search.

It has even enforced a culture - both internally and witnessed as a consumer - that favors innovation and risk-taking to always be searching for new ways to be smarter for you.

Researching Your Brand Mission

Self-Reflection: Begin by contemplating the core values and beliefs that underpin your brand. What principles drive your business decisions?

Audience Understanding: Dive deep into understanding your target audience. What are their needs, aspirations, and pain points? How can your brand make a positive difference in their lives?

Competitor Analysis: Assess the landscape within which your brand operates. What unique position can your brand occupy that sets it apart from competitors?

Social and Environmental Impact: Consider the broader impact your brand can have on society and the environment. How can your brand contribute positively to these areas?

Crafting Your Own Brand Mission

Concise Clarity: Your brand mission should be succinct and easy to understand. It should resonate with both internal stakeholders and external audiences.

Inspirational Aspiration: A powerful brand mission should inspire and challenge your team. It should drive them to align their efforts with the broader purpose of your brand.

Alignment with Values: Ensure that your brand mission aligns seamlessly with your company's core values and principles. Authenticity is key.

Measurable Impact: Your brand mission should be actionable and measurable. Define clear steps and metrics to gauge your progress toward fulfilling it.

Brand Values

Of the "Branding Big 3", we personally believe Brand Values carry the most importance. They form a very tangible basis for how you communicate what matters to your organization, through your organization. They should be clear from every employee, in every action, at every instance.

It's fair to say your brand values are the bedrock upon which the entire brand is built. They are the guiding principles that shape your brand's culture, actions, and interactions with the world. Before we dive into the process of crafting your brand values, let's explore what they represent, delve into their historical significance, and understand how to research and define values that truly resonate.

What Are Brand Values?

Brand values are the deeply ingrained beliefs and principles that define your brand's character and purpose. They serve as a moral set of guidelines, steering your brand's decisions and actions.

Historical Significance of Brand Values

Throughout history, iconic brands have been defined by their values. Here are a few examples:

Ben & Jerry's Commitment to Social Responsibility: Ben & Jerry's has been unwavering in its commitment to social responsibility. Its values encompass issues like environmental sustainability, fair trade, and social justice. This commitment has been integral to its brand identity.

Patagonia's Environmental Stewardship: Patagonia's values center on environmental sustainability and responsible business practices. The brand actively supports environmental causes and encourages customers to reduce consumption through its "Don't Buy This Jacket" campaign.

Researching Your Brand Values

Self-Reflection: Begin by introspecting your brand's core principles. What do you believe in? What values should guide your brand's actions and decisions?

Employee Input: Engage your team in discussions about the values they believe should underpin your brand. Employees often have valuable insights into the culture and values of the organization.

Audience Alignment: Consider the values that resonate with your target audience. What beliefs and principles would foster a stronger connection between your brand and your customers?

Competitor Analysis: Analyze your competitors' values and identify areas where your brand can differentiate itself through its unique set of values.

Crafting Your Own Brand Values

Clarity and Simplicity: Keep your brand values clear and concise. They should be easily understood and remembered by both your team and customers.

Alignment with Purpose: Ensure that your brand values align seamlessly with your brand's mission and purpose. They should serve as a guiding force in fulfilling your mission.

Authenticity: Authenticity is paramount. Your brand values should be a true reflection of your brand's character and should be consistently upheld in all your actions.

Actionable Commitment: Turn your values into actionable commitments. Define how your brand will embody these values in its daily operations and interactions.

Big List Of Our Favorite Brand Values For Inspiration:

Host A Values Workshop For Your Team

To get the most out of Brand Values, we suggest running a Brand Values Workshop. We host these for many of our clients and it's one of the most revealing and engaging ways to get a uniform discussion going forward. While most Brands should represent most of these qualities, only a few are inherently reflective of the Brand.

Start with a stack of sticky notes or slips of paper and write down a long list of values (start with the ones above for an easy shortcut). Ensure that you put down ones that sound close to what you want and also ones that aren't even close - being able to prove what you like and don't like will help you narrow down what matters most.

On your table, wall, or any flat surface, start with your sticky notes under a "Maybe" category in the middle. Quickly debate among the team about ones that fit and move them under the "Yes" or "No" category. Remember, some words will be more true to you and your organization than others, don't be afraid to use instinct to toss words that are great, just not the absolute most important ones.

As a result, you should end up with a large list of values under the "No" category and a small list under the "Yes". Remember, you will have many values that are close, but you should be focusing on just the handful that are worth promoting.

Next Steps

As you embark on the journey of crafting and refining your brand's vision, mission, and values, remember that it's not a one-time effort. These elements should evolve with your brand, adapt to changing circumstances, and always reflect your authentic self.

Internally, they should be lived. A business should grow, hire, and fire based on the representation of those employees to these values. Externally, they should guide every decision, inspire every innovation, and remain at the forefront of your brand's identity.

Values don't just merely shape a brand; you're shaping a legacy to winning more customers, more interactions, and defending your chosen market niche.

You're creating a brand that doesn't just survive but thrives. A brand that doesn't just exist but makes a meaningful impact. A brand that stands the test of time. So, let your vision be your compass, your mission your purpose, and your values your unwavering principles. Own your brand, and let it shine as a beacon of authenticity and purpose in the vast sea of bland.

GLYPH is an internationally-recognized brand strategy and brand design agency and consultancy. Our team has been at the forefront of innovating brand strategies and have frequently been rated as one one of the best branding agencies in Michigan.

Is a rebrand on your horizon? Curious how much more competitive your business could be after implementing a new postioning strategy? Grab a cup of coffee with us (in person or virtually) and let's talk about your goals.

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