How to write a Brand Mission
A three step process for writing a brand mission statement.
Step One: Define the Target Audience
A brand cannot be successful if it does not know who it is servicing and why.
In order to successfully define a target audience, you must define them, research and interview them, create personas and refine the definition of the target audience.
Please note that target audiences change over time and must be updated periodically to make sure you understand who you are serving.
A valuable product that may be synthesized from the user research is a value proposition canvas, which will help you understand the pains and needs of the target audience.
Additionally, if you are unsure that you are creating something of value, we recommend that you consult the post on our process for finding a product-market fit.
It is recommended that you do not proceed until the target audience is clearly defined, researched, personified and documented.
Step Two: Create the Brand Pyramid
To help you dive deeper into the brand, its purpose, meaning and value, we recommend that you craft a brand pyramid.
A brand pyramid clearly describes the brands:
- Core Functionality.
- Rational benefits.
- Emotional benefits.
- Personality.
- Essence.
Step Three: Write the Brand Mission Statement
Combine the products of research synthesis (i.e. personas and value proposition canvas) and the brand pyramid to craft a brand mission statement that speaks to the target audience.
For examples of brand mission statements consult the post below.
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