1.1 Brand soul – Introduction
What is your brand soul?
So many brands are focused on what they offer, where they’re at, who they serve and how they do business. – Yes, you should know all that…
But, ultimately we want to find your brand soul, or rather your internal brand.
Your brand soul will not only help us understand more about you and your customers, but it will also help us really connect with them.
Every brand holds a basic set of beliefs that influence everything they do.
We call these beliefs your Brand Soul.
Knowing what these core principles are and why they matter is crucial, as they are a potent force that can actively support or sabotage your business.
Your Brand Soul is comprised of four elements:
• Purpose: Why do you exist?
• Vision: What future do you want to help create? What does the future look like?
• Mission: What are you here to do? How do you create that future?
• Values: What principles guide your behaviour?
The elements of a Brand Soul are intentionally ordered in a logical hierarchy to guide you from your high-level “why?” to the actionable “how?” This makes articulating each element easier.
Purpose & Vision (The Why?)
Mission (The What?)
Values (The How?)
Combined, these elements give you the foundation you need to…
• Make better business decisions.
When facing a challenging business decision, your Brand Soul is your compass, guiding you in the right direction. Operating with your values front and centre also cultivates trust, keeping you accountable to the people you work with (teammates and employees) and for (existing and potential customers).
• Build stronger customer relationships.
Communicating your beliefs authentically and consistently helps you attract like-minded people who share your ideals. In a competitive market, these relationships are crucial to your long-term success.
• Create a more robust, happier company culture.
When employees are invested in a shared vision, they’re more collaborative, committed, and engaged, creating a healthier work environment that helps attract and retain the talented people you want.
Ultimately, your Brand Soul is a powerful tool to align every aspect of your business, from your product offerings to the content you create.
Remember: The stronger your Brand Soul, the better your ability to build a trustworthy brand.