Brand Foundation

First, take time to create your Mission, Vision and Purpose. While some consider this exercise to be ‘fluff’, there is a strategic gain from articulating the ‘who, what, where, when… and most especially why’. 

Defining these statements forces a clear delineation of intent, direction, target audience and a “North Star” conduit. It characterizes the company in comparison to the competition which obligates differentiation. Lastly, it sharpens the view for the team.

Simply put, it takes a world map and narrows it down to a profit-bearing destination.

A straightforward example for context:

‘Bob’ and ‘Mike’ are both creating a software program for kids about the game of soccer.

Bob’s ambition may be to teach soccer skills that require focus and repetitive practice, educate the players on tactics and techniques, and help them to better their physical and mental capabilities to play the game.

Mike’s aspiration could be to demonstrate the value of working as a team, help each player to strengthen their confidence and competencies about the sport, and make sure they gain critical perspectives on winning and losing with grace and undiminished determination.

Their objectives are entirely different. Being able to promote their Mission, Vision and Purpose will ensure that they build a meaningful program experience, attract the right audience, and meet the expectations of every young person who participates.

Continue reading “The Brand Anatomy (Part I)”