Effective branding is about giving customers a reason to believe. Marketing your products and services takes more than low prices and great features. In this competitive marketplace connecting with clients is a priority. If you want them to care about your brand you need to do two things; make a genuine connection and create an unforgettable experience.
A vision statement describes what you want your company to become in the future. It should be inspirational and enlightening. Ideally, the statement should be in a single sentence in length and should not indicate how the vision will proceed.
A mission statement describes the purpose of the company. It should be straightforward, simple, logical, and consist of jargon-free language that’s easy to understand. It should serve as a motivational push for both employees and customers.
The essence of the company expresses the intangible emotions you want your customers to feel when they experience the brand. A brand’s essence is the symbol of the company’s heart, soul, and spirit, and defined with one word.
Just as with humans, a brand’s persona defines the way a brand thinks, speaks, reacts, behaves, and acts. It is the representation of the brand — the application of human characteristics to business.
A brand positioning statement consists a one- or two-sentence statement that explains your product or service’s unique value, and how it benefits customers.