Branding Foundations

Every brand needs to be built on a solid foundation. While the materials the blocks are made of change from company to company, their purpose, form, and necessity do not vary.

1. The first foundational block of your brand is your vision for your company. Why does your company exist? Where are you going? What are the altruistic reasons you’re in business?
2. The second block is your mission. How are you affecting the change that will bring about the vision? What are you doing?
3. The third is your BHAG (Big Hairy Audacious Goal). What is that great big goal you’re shooting for five or ten years out? Knowing this will help you understand what strategic choices you need to make to achieve your goal. Remember, you’ll miss 100% of the goals you don’t set.
4. The fourth is your values. What are the values that the organization exists within? How do you do business? What behaviors do you expect every one of your staff to exhibit every day?
5. The fifth is personality. What is the personality of the business? Upbeat? Cheerful? Steady? Restrained? Old-fashioned? Trendy?

A firm grasp on these five foundational blocks will enable your brand to soar to unprecedented heights – but only if the foundation is pure. If your foundational blocks are built on “like-to-haves” or “pretty words on the wall,” they will not be authentic and will not be successful. Be honest with yourself about these foundational blocks because they will be what you are building the rest of your company upon. Everything else will rest on and rely on the foundation on which these blocks provide stability. With a solid foundation, your brand will stand firm for many years. Make the time to understand your foundational blocks and ensure your foundation is vital – you won’t be sorry.