Chapter 2. Brand Mission

Every businessperson knows that a business is created with one main purpose – to generate profit. So, what does a mission have to do with it? The essence lies in the mystery called "marketing." Want to captivate people? Create an idea, a charter, a covenant, a bible eventually, put a story (storytelling, legend), personality (personal brand), symbol (logo) at the center, and start spreading light among the masses – that's a recognizable step-by-step instruction for creating a religious brand. The stories, symbols, and personalities can be different, but the stages of brand creation remain the same.
The mission unites and captivates people with similar values.
I'll describe the outline of creating a brand for innovative anti-flea chips for dogs (author's imagination).
Story: Jack loved dogs very much and had a pet named Ma; everything was fine until Ma caught fleas. The fleas were so biting that Ma was constantly scratching and whining in discomfort. Jack bought a flea collar for Ma and went to work. When he returned, a horrifying scene unfolded before his eyes. Poor Ma was scratching and rolling around so much that he got tangled in the collar and accidentally choked himself on the hook for bags screwed into the wall. Jack's grief was devastating, but a few months later, he regained his spirit and decided to dedicate his life to helping suffering dogs. He would create an innovative product, the main feature of which would be that dogs could now wear an impulse chip that would repel fleas without risking strangulation. Jack's mission became freeing dogs from fleas and their owners from the painful experience of losing a pet.
Exaggerated, schematic, but I hope it's clear. The story makes us feel empathy for Jack, sympathize with his loss, understand his internal motivation, and support his project as human beings. Such stories are called legends, and their creation is called legend-making or storytelling. This is how the ideological foundation for the brand's emergence is formed.
Task: Describe in your own words the story that led you to the idea of creating your project. The more honest and open you are, the better. Allow yourself to be sentimental, recall events and feelings; surely there was something that served as a catalyst. Let this self-written mission be the starting point on your path to success.
"And the moral of this fable is!" In your story, there is also a turning point, a pivotal event after which you surely made a decision to take action and change something in your life. That's your mission, and it can fit into one or two, three sentences. Write it down, and no matter how cliché it may seem, let's keep it for better times; we'll come back to it later.
And a bit more theory
Creating the idea for a brand mission: Approaches and Strategies
The brand mission plays a crucial role in defining its purpose, values, and uniqueness. A well-formulated mission can become a powerful tool for attracting customers, retaining talented employees, and achieving long-term success for the brand. However, creating the idea for a brand mission can be challenging and requires careful analysis and a strategic approach. In this article, we will explore several approaches and strategies that will help you formulate an inspiring mission for your brand.
1. Defining Brand Values
The first step in creating a brand mission is to determine its values. What is important for your brand? What principles and beliefs underlie its activities? The answers to these questions will help you identify the core values of the brand, which will serve as the foundation for its mission. For example, if your brand values innovation, sustainability, and social responsibility, you can formulate a mission that reflects these values and shows how your brand strives to create a sustainable and innovative future.
2. Market Research and Competitor Analysis
Market research and competitor analysis will help you identify gaps and opportunities for your brand. Study the existing values and missions of your competitors and determine how your brand can offer something unique and different from others. Market analysis will help you understand the requirements and expectations of your target audience and find niches where your brand can stand out particularly well.
3. Consider the Needs of the Target Audience
To create an inspiring mission, you need to understand the needs and desires of your target audience. What are they looking for in products or services related to your brand? What problems or needs do they have that your brand can address? Conduct research and engage with representatives of your target audience to gain a comprehensive understanding of their concerns and how your brand can be beneficial to them. Use this understanding to formulate a mission that reflects your ability to meet their needs and deliver value to your customers.
4. Inspiration from Founders and Team
The brand's founder and its team can be a source of inspiration for creating a mission. Explore the history of the brand's creation, learn about its development, and the founder's intentions. Often, the personal beliefs and values of the founder can become the basis for formulating the brand's mission. Discuss this with your team to gather diverse opinions and ideas that will help create a mission that reflects the collective vision and values of the entire team.
5. Be Specific and Inspirational
It is essential for the brand mission to be specific, clear, and inspiring. Avoid generic and cliché formulations that can apply to any brand. Focus on the unique traits and values of your brand and formulate them in a way that is appealing and motivating for your customers, employees, and partners.
6. Verify Alignment and Feasibility
After creating the brand mission, it is important to verify its alignment with your brand's goals and strategy. It should be achievable and in line with your business plans and key performance indicators. Regularly evaluate the brand mission and ensure that it still reflects the goals and values of your brand.
In conclusion, creating the idea for a brand mission requires thorough research, inspiration, and a strategic approach. Defining brand values, conducting market research, considering the needs of the target audience, drawing inspiration from founders and the team - all of these will help formulate a mission that is unique, inspiring, and reflective of your brand's values. Be specific and pay attention to the feasibility of the mission so that it can serve as a foundation for your brand's development and strategic decisions.
The final brand mission should be clear, concise, and inspiring to immediately capture attention and create an emotional connection with your target audience. It should serve as a source of inspiration and direction for you, your team, and your customers.
Remember that the brand mission is an evolving process. Over time, it may change and adapt to new challenges and opportunities. Continuously assess its effectiveness and be ready to make adjustments if necessary.
Creating an inspiring brand mission is a key step towards building a strong and unique brand. Use the above-mentioned approaches and strategies to develop a mission that will serve as the foundation for your brand's success and set it apart from competitors.

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