These days it takes a lot more than a TV commercial or targeted ads to reach your ideal customer and convince them to try your product or service.

Customers want to know the brands they're buying from more than ever, and they want to buy from brands that share their values. So how can a brand communicate those values?

Building a brand and compacting who you are is meticulous and systematic, so I won't cover all of that in this post. But I will tell you the first step you need to complete: you need to define your Purpose, Vision, Mission, and Business Goals.

What is purpose?

Purpose is the motivation and drive behind your brand. It's the reason your brand exists. The WHY. A purpose is also the reason a brand's audience will even care they exist. If a brand doesn't have a purpose it will be hard for anyone to root for it.

Once you've got this defined, turn it into a concise statement. Tip: A professional copy writer may help!

What is vision?

A brand's vision is its "desired future state;" it's where the brand sees itself once it's mature; it's what it wants to accomplish.

Once you've got this defined, turn it into a concise statement. Tip: A professional copy writer may help!

What is mission?

A mission is a tactical plan for how you're going to live the purpose and reach the vision. A plan for what you're going to do, and how you're doing to do it.

Once you've got this defined, turn it into a concise statement. Tip: A professional copy writer may help!

Goals

Your business goals need to be a large focus during your brand building process. The reason you're building a brand in the first place is to help you attain your business goals. You'll need to define these goals so that you can measure along the way to make sure you're moving in the right direction.

All goals you define must be measurable, and realistically attainable. Here are some examples of the types of goals other brands measure:

• Profit goals
• Efficiency goals
• Retention goals
• Customer Service goals
• Growth Goals

It also helps to plot out these goals over different time periods:

• 1 Year goals
• 5 year goals
• 10 year goals
• etc.

You goals will play a large part in your overall brand strategy. If your 10 year goal is to sell your company you might take different business steps than if your goal is to continue running the company long-term.

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That's step 1: define your purpose, vision, mission, and goals. I hope this article brought a new perspective and gets you excited to build something great. To be notified when we post new articles just fill out the email newsletter form towards the bottom of this page.

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