The same way that a company's mission statement defines its purpose, a brand's mission statement defines its values.
The tricky part, however, is that value is subjective. It differs from person to person and often depends on what that person is looking for in life and what problems they're trying to solve at any given moment in time.
A good brand understands this and knows that it has to speak to these values if it wants to build an audience.
Yet, many brands want to be noncommittal when speaking to these values because they don't want to alienate any potential customers. But by being noncommittal, they end up alienating the very people they stand to help the most because those people can't tell if what's being offered is for them or not—the brand isn't speaking in a way they value.
If you want to build a strong brand, you need to speak to the things your customers find valuable. You can uncover what a person finds valuable by understanding the problems they're trying to solve. Talk to enough people and you'll start to find groups that are tackling the same problems. It's the brands job to find those groups, speak to their problems and offer a better way forward.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?