A great mission statement enables you to remain focused through the many stages of developing and running your business so take your time. Authenticity is critical. Develop your branding with these three simple tasks.
Branding Development
What is brand identity? Your brand identity tells people who you are or what you do. It may even include where it occurs.
To get started, with only three simple tasks, we walk you through the part of the business plan that encompasses brand development. Develop your branding well and the result will be a mission statement that is the perfect complement to your passion and plans.
It’s All About Finding Your Tribe
The first step is asking who is your ideal client? You may have several clients in mind but if you can mold them into a single profile, market research and targeting will be far more effective. Develop a list of traits describing that client and write them down.
To describe your audience in very real, specific terms, ask yourself these questions:
- What are the preferences of your customers?
- Where can your clients find you?
- What are the demographics of your ideal tribe of clients?
- Will they be spending frequently in small amounts or infrequent large dollar purchases?
- It is a one-time purchase, or are replenishment offers available?
- Do they subscribe or need reminders?
The list of questions is endless, but taking the time to thoroughly answer them early on will help you develop your strategies for reaching them. Understanding your tribe will enable you to develop branding strength and longevity.
One trick that has always served me well was to “be my client.” Walk yourself through the process of finding your business, purchases, subscribing, and any other process they will face. You will be surprised how many glitches and inconsistencies you will find!
Developing Your Vibe Is Key
First, keep your language, logos, tag-lines, and messaging as well as those of your competitors in a handy place. A notebook, iPad, even just a folder with everything readily available is key. Whatever works for you! Your vibe will slowly start to emerge from these notes and images.
Second, understand that an authentic look and feel will translate into every aspect of your business. Be honest with yourself about who and what you stand for during this process. Anything else will not translate well over the long haul.
Third, which traits make you stand out from your competition? Analyze all of the players in your market objectively. What are they doing right and wrong? How are they focusing their efforts? Can you differentiate in a substantial way? Sometimes putting this analysis down on paper can make a market opening obvious.
Last, if you are developing a new channel or filling a void, consider yourself lucky. You may want to focus exclusively on that niche. If you develop your brand with a specific niche in mind, just keep in mind you may need to adjust in the future. If you develop your branding without any flexibility, future expansions may be far more difficult than necessary.
Your Voice is Your Brand
Since you’ve identified your tribe and your vibe, use what you’ve learned thus far. Craft your mission statement with an eye to establishing your own brand identity. It should be just a few sentences and less than 100 words ideally. The best mission statements are clear and concise.
Mission statements explain what you do, how you do it or whom you do it for, and sometimes, even the why. A great mission statement enables you to remain focused through the many stages of developing and running your business. So take your time! Authenticity is critical. Promoting is easy when you truly believe in the brand yourself.
Savvy Examples of Branding
Let’s get started with our messaging. Savvy Cali Girl is made up of a handful of contributors with a passion for what they do and where they do it. Simple but authentic. We developed our mission and vision with a description of “us”. We explore California with enthusiasm.
“The ultimate Savvy Cali Girl is not necessarily brilliant – she’s savvy. She’s not necessarily a local – she just really loves California. She might live at the beach or in the mountains, the desert or the valley, but wherever she lives it’s with a whole-hearted enthusiasm that is easy to spot. She’s on a mission…and she’s got things to do, places to go, and business to run.” —Savvy Cali Girl Mission Statement
Everyday California Branding and Messaging
Our next example, Everyday California embodies its mission, and it’s a simple one – share California with the rest of the world. Consistent messaging is easy when you have a clear and concise vision. Their blog is amazing for bringing light to ecological issues centered around our oceans. You can check it out via this link.
“Everyday California is a La Jolla-based ocean adventure and lifestyle brand. From eco-friendly kayak tours, surf lessons, snorkel tours, and stand-up paddle board lessons on one of the best coastlines in the world, to California-inspired apparel and accessories. We’re committed to making fun happen, creating cool products and using business to improve the environment.” —Everyday California Mission Statement
Patagonia Branding
In our final example, Patagonia, which is headquartered in Ventura, California, we see Patagonia’s values and what the brand is committed to through a clear, concise statement. And, Patagonia has built a thriving business while staying committed to its core values every step of the way. Authenticity at its finest.
“Patagonia: Build the Best Product.” —Patagonia Mission Statement
