The Good Brand Checklist No.2

No.2 — A brand mission that clearly states our purpose (beyond profit).

We have a written brand mission that clearly states our purpose (beyond profit).

It answers the question of why I exist for customers:

• What do you want to accomplish for your customers?
• How are your customers better off by doing business with you?
• It must be authentic and it should come from the inside.

Don’t use generic words or obvious things like; saving money, good quality or excellent service.

Those things are baseline requirements and they don’t resonate with customers.

Your brand mission is not necessarily for public consumption, its primarily for internal use, but share it publicly if you wish.

An Example:

The Coca‑Cola Company Mission

• To refresh the world — in mind, body and spirit.
• To inspire moments of optimism — through our brands and actions.

Nice. A mission that everyone can rally behind.

Check?

If you can check this item off, pat yourself on the back. You’re on your way to a good strong brand.

If not, then your brand needs work.

Consider getting your team together, preferably away from your place of work to discuss and arrive at some conclusions. You need to be crystal clear and concise. Use simple, easy to understand language with no ambiguity.

Note: This is ideally an internal process. But if you get stuck, an experienced branding professional can help facilitate the process and get you moving forward.

Happy branding :)

Thanks for reading, I’m David Vaassen, and I love and work with great brands everyday as a brand strategist and founder of brand management systems company e-see® and Brandkit®.

This article is no.2 in The Good Brand Checklist series.