I WANT TO FIGURE OUT HOW TO CREATE A BRAND FOR MY COMPANY

SOLUTION ONE

Create a mission statement to narrow in on brand’s focus

SOLUTION TWO

Ask yourself key questions about your customers and your product or services

SOLUTION THREE

Think of the short term and the long term goals to create a consistent brand message

SOLUTION ONE

Create a mission statement to narrow in on brand’s focus

Start by looking at your mission statement. (Don’t have one? You might be getting ahead of yourself.)

Your mission statement will be those couple of sentences that wrap up what the entire goal of the company is. Of course, it will be to create a profit, but how?

Take a look at these company’s mission statements and see how it ties into their brand image to help you focus in on yours.

NIKE:

Nike Inc.’s corporate mission is “to bring inspiration and innovation to every athlete in the world.”Brand: Innovative, mass appeal, athletics

_______________

STARBUCKS:

Starbucks Coffee’s corporate mission is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

Brand: Individualized product, community focus, mass reach

_______________

Famous KATZ DELI In New York’s Mission Statement/Story:

Each week thousands of visitors from around the world flock to Katz’s to dine in this legendary deli, and to feast on the most delectable sandwiches, platters and meats. But it’s really New Yorkers have made Katz’s Delicatessen what it is, making Katz’s an inherent part of the city’s culture and history.Brand: High Quality, New York, Culture

 

SOLUTION TWO

Ask yourself key questions about your customers and your product or services

You can not create a brand without knowing who and what your business is targetting.

Ask yourself these questions to start narrowing down your brand’s image:

 
 

How many people are you trying to reach?

One neighborhood, like a car dealership or an entire nation like Coca-Cola?

 
 

Who are you trying to target?

Parents, 30 somethings, everyone?

 
 

High-End, Middle Ground or Budget?

Are you creating a luxury brand that is aspirational or a budget product you want in the hands of everyone that can use it?

 
 

What is your goal for your customer?

Health, quality of life, entertainment, image?

SOLUTION THREE

Think of the short term and the long term goals to create a consistent brand message

The big question is, are you staying small or hoping to grow?

Are you selling your product to a close network but hoping to grow to national shipping? Are you starting out as a single storefront in your community, but have a long term goal is to franchise nationally? If so your brand needs to reflect this. If you will always be a locally based business this also needs to reflect in your brand.

Take Katz Deli as an example. They are a local business since 1888. They have been local and will be local in the future. They can create a brand and an atmosphere that is unique to New York and focuses on their dining experience and food at their single dine-in location (there is a walk up in Brooklyn as well). They can have more of a “like it or leave it” feel to the brand.

On the other hand, Starbucks started in Seattle with the goal to grow since day one. The products and experiences were selected so that they could be replicated throughout the country. They have communal seating, thousands of coffee and beverage variations to appease every taste and preference. Their brand is to be a place where people come to congregate in whatever community they are in so their brand and atmosphere have to appeal to millions.

The flip side to the Starbucks model is the community coffee shop that is stand alone and their brand is to be small and only local.

Question is, in ten years are you national or are you local?

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