March 24, 2023
Creating a brand is not easy, we must convey an image of trust and transparency to create a good reputation and foster a good relationship with customers. It is an extensive process that involves different phases to reach a solid brand identity.
To do so, we will start by defining the company's mission, vision and values. They are fundamental for the development of the company's corporate image since they identify and differentiate it from the competition.
In addition, they are elements that help us determine the path we must follow to achieve success. Therefore, they also become the basis on which the different strategies to be implemented are established.
So, below, we will explain each element and how we can apply it to our brand.
The mission is defined as the main reason or motive for the company's existence and what differentiates it from others. It should be clear, precise and easy to understand for our target audience.
To define the mission, we must answer the following questions:
Mission and vision are two concepts that we tend to confuse, although they are different. While the mission is the reason for the company's existence, the vision is the company's direction and long-term goals. It should be ambitious, but still realistic.
In this sense, it is important to project the scope we would like to achieve in the next five years. So we must define it in accordance with the economic-financial plan we have established.
To help us realize the vision, we can ask these questions:
Values are the principles that govern our company, which are the ideal attitudes and behaviors expected from the company and its employees. With these principles established, it allows us to guide the action guidelines and the conduct of the people who work in the company.
These values should answer the following questions:
It is very important to specify and be clear about the general objectives of the company in order to be able to define these elements adequately. They must also be consistent with each other.
In short, these three concepts constitute the philosophy of our company. They give coherence, authenticity and originality to the project. This will help us to guide us on the way to achieve our goals, to make the small and big decisions and to stay the course, even if sometimes it is necessary to change direction.
In short, it helps us give our customer a reason to believe in us.
Find out more about Yan Ye, back office at MuttuLab, author of this article.
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