Brand identity is simply how a business would like to be perceived by their consumers.

The main components of a brand – The logo, name, tone – are created to reflect the value the business is trying to bring to it’s customers.

Did you know colour alone can increase brand recognition by up to 80%?

So how can we create a brand identity in 3 simple steps without hiring out a branding agency on our small business budget?

Mission Statement

A mission statement outlines your companies purpose and what drives you as a business. For example, Nikes mission is to;

‘Bring inspiration and innovation to every athlete in the world’

Your mission statement should include what you want to achieve by starting your company. So have a think about the following.

• Why do you get out of bed on the morning?
• What gives you the edge over your competitors?
• What inspires you and what is your passion?

Strong brands are very clear about what they stand for and why they are unique.

Your Vision

Your vision is what drives you forward and should be brought to the forefront every time you hit a bump in the road.

Your vision is not just about what your company does, but what it represents and it’s ‘ideal’ future for it’s consumers. For example – to give EVERY athlete the choice to go vegan by offering high protein lunches and snack bars.

Getting back to basics, why did you start your business? ‘ I have a dream…. that someday……’

Brand Values

The most important part of your brand identity as these set of rules should be known AND followed by all your employees.

Your brand values will guide your behaviour, almost like a code of honour, and your company culture will be set around them. They reflect your ethics, principles and beliefs. Have a think about the following;

• Simplicity is key, just a line or two for each value
• Write to inspire
• Are your values relevant to your brand/ products/ services?
• Can they be used in everyday office behaviour?

Let’s take a look at an example, the BBC.

Our VISION – ‘To be the most creative organisation in the world’

Our VALUES – ‘ Audiences are at the heart of everything we do, creativity is the lifeblood of our organisation.’

Summary

By creating a strong mission, vision and value statements, you help to create a strong identity and a sense of community.

Are you a small business that needs assistance finding their brand identity? Maybe you need a fresh start and need assistance bringing your brand to social media and creating engagement with potential consumers?

Get in touch today! I am a London-based marketing consultant with experience working fro major global brands and offer affordable solutions for startups and small businesses.