The previous chapter- “How to build a brand 101” discussed the first step of the brand curating process. A defined target audience impacts on the brand image and vice versa. A salience is built within the target audience that is only beneficial to a business to concrete its presence. The user of the product/service is defined. The target audience is the specified group of people who will buy the product. All the following steps will be built in accordance with the target audience. This is because they are the recipients of the brand and purchasers of the brand.
As brand curators ourselves The Marcom Avenue, we share the next step that goes into building a brand. This step is very important. It is deciding the brand mission statement. It is the core reason for the existence of the brand. The brand lives to fulfill its brand mission. And continues to live up to its brand mission once achieving it.
Step 1- Defined Audience For Brand
Step 2- Defined brand mission statement
A brand builds trust towards the business in the mind of the consumer. To do that, a brand must define the values it provides to the customer.
How To Do It- How do define brand mission statement
Voice a clear and short statement of what the company is most passionate about. This means to tell the world WHAT they can expect from the brand to deliver as a part of its existence.
This statement can include benefits to the target audience, product, pricing, business type, service providing, cure or prevention benefits, expansion ideas, and anything other than this that the brand focuses on.
First state what the brand does, what is the reason for existence. Then, add ideology and inspiration to it.
To further clarify we list a few examples. Do note their mission statement and their presence in the market today. Understand how powerful this singular branding step is. It is a unique message that drives the brand forward. A brand states its mission statement as a penned down future goal for the world to see.
S. No. Brand- “Mission statement”
1. NIKE- “To bring inspiration and innovation to every athlete in the world.”
2. WARBY PARKER- “To offer designer eyewear at a revolutionary price, while leading the way for socially- conscious businesses.”
3. AMERICAN RED CROSS- “To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and generosity of donors.”
4. STARBUCKS- “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time.”
The brand mission statement has an impact on the market presence of the brand as well as it lays out the definition of success for it. Once a brand mission statement is penned down, work only towards it. It might unrealistic to others but it is the journey of the brand to make it happen. So take a pen and paper, write down the corporate goal and then formulate a brand mission statement.