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Brand Word Cloud
May 9th, 2017

What Turns a Business Foundation Into a Brand Foundation?

Go to the Google, as we like to say. Type in “writing vision and mission statements.” Did you find about five million results? Most of which offer sage advice about focusing, reflecting your strategic business plan, looking toward the future, and concentrating on the day-to-day for your mission. That’s all great. But where does it say a vision and mission statement must reflect your brand in order to be successful?

BOLTGROUP has worked with companies that had no clue what their vision or mission statements were, or where to find them. We’ve also seen exceptionally well thought out vision and mission statements, core values, and belief systems—all secretly tucked away. If anyone outside of the company—customers and consumers alike—had known what was in those writings, the companies would have been wildly successful. And they probably wouldn’t have called us. While there was magic inside the organization, their brand and communications reflected none of it. Or worse, reflected the opposite. What good are these tools if they can’t be celebrated and shared? It’s why you are in business.

Most entrepreneurs and business executives got into a particular field because they were inspired, driven, and passionate about something. About solving a particular problem where they saw unmet needs. Then they promptly put on Business 101 blinders to write a business plan, vision, and mission statement. Out the window go the passion, inspiration, and drive. Instead, they should remember why they got into the business and what that felt like. Then tell their story.

Quote about Brand Foundation

That brand foundation can then be visually and verbally manifested through every single touchpoint, to reflect both your business goals and your brand strategy. And it’s more than just good writing. It’s authentic, emotive writing that not only presses your point, but tells the story of why, how, and what.

Warby Parker is a favorite brand of mine right now for many reasons (my reading glasses just one of many!). They use every word to tell the story of how they do business, every day. “Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses.” Pretty inspiring. And when you go to their website or store, or you try out their “5 for Five” program, get their e-mails, or receive your new glasses, the brand experience is seamless, emotive, and consistent with their mission statement. That may appear effortless, but I assure you it is painstakingly deliberate. They brought the brand to the statement and then reflected the statement through the brand. That’s the difference! And while I’ve not had the pleasure of visiting their corporate environment, my guess is they have built a complete brand ecosystem where daily business transactions between one another are also brand experiences with one another.

Warby Parker History Page

Start with the compelling truths of your brand. Those pillars that you want people to know you embrace every single day. Make sure the pillars are reflected in your purpose, your vision, your mission, your position, and your personality. Make sure those pillars are manifested visually and verbally in all your communications. Make sure those pillars are revered throughout the company from the boardroom to the break room to your consumer’s living room.

How do you infuse who you are, what you stand for, and why you exist, into powerful brand experiences? Believe it. Say it. Show it. And demonstrate it. Only then, will you be it.

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