In the dynamic landscape of today's digital business world, creating a successful brand goes beyond just offering products, services, or good content. It involves building a robust external image and cultivating internal values that resonate with your audience. This blog post delves into the intricacies of external and internal brand elements, emphasizing the importance of purpose in driving action and building meaningful connections.
Take a look at your business through two lenses:
External: What does my business actually do? What does this look like to the outside eye?
Internal: What are my business values? What is my mission? What is my vision?
External: Unveiling the Face of Your Brand
What does it do?
What does your business offer in a literal sense. Your customers part with their hard-earned cash, what do they get in return?
What it looks like?
The public face of your business and your visual identity. Your logo, website, social media presence, and any other touchpoints where customers interact with your brand. The visual elements should be cohesive, reflecting your brand's personality and values. A well-crafted external image establishes credibility and attracts the right audience.
Internal: The Heartbeat of Your Brand
Your Values
Internal branding is about fostering a strong culture and defining core values. These values shape the way you operate and interact with your members. A shared set of values provides a sense of unity and purpose among you and your members.
Mission Statement
Your mission statement defines your day-to-day purpose. It's a clear, concise declaration of what you do and why. For example, Alo Yoga's mission is to "inspire mindful movement, inspire wellness, and create community." This mission guides their daily activities, ensuring alignment with their core values.
Try filling in the gaps in this template:
“Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact].”
Vision Statement
The vision statement looks towards the future, outlining what you aspire to be overall. It serves as a guiding light, motivating you and providing a roadmap for growth. Think of the bigger picture of your ultimate goals and overarching purpose.
Try filling in the gaps in this template:
“Our vision is to [ultimate goal] by [overarching purpose]”
What is Your Purpose?
Your business purpose is the reason you exist beyond making a profit. It should be a compelling narrative that drives action and creates momentum. Purpose is the engine that propels your brand forward, setting the stage for success. Whether it's a commitment to sustainability, community building, or personal empowerment, a purpose-driven brand resonates with consumers on a deeper level. When people believe in your purpose, they are more likely to become loyal members and advocates.
Define Your Ideal Member
The person who aligns perfectly with your brand values. Tailor your products, services, content, and messaging to serve this target audience effectively. Think about where your ideal member is hanging out and go to them.
If Your Brand Were a Person
Imagine your brand as a person. What would that person believe in? How could they be as big-hearted as possible to build up communities? Align your brand's actions with these beliefs, fostering a sense of community and connection.
External and internal elements are the building blocks of a successful brand. Craft a compelling external image, rooted in a solid internal foundation of values, mission, and vision. Define your purpose and let it drive your actions, creating momentum that attracts like-minded individuals. When your brand becomes a beacon of sincerity and purpose, people will not only join you but stay with you for the long haul.
