“People don’t care what you do, they care why you do it.” – Simon Sinek
To have a compelling brand identity, you must first understand and articulate why you do what you do. What drives you to get out of bed every morning and tackle what’s ahead? When you wake up in the middle of the night with the next great idea to push your vision forward, why do you become so excited you can’t go back to sleep? Your “why” is the core around which all the elements of your brand identity should revolve and relate back to.
Defining Elements of a Brand Identity Kit
Let’s start with defining Brand Identity. And like the title of Sinek’s book, let’s “start with Why.”
Mission. Your mission statement is an exposition of why your company exists, why you do what you do. What drives you to do what you do? Is it a need to push boundaries in the industry? Is it to inspire change in the world? Is it to continuously rise above the expectations of your target market through constant innovation?
Your mission statement is your “why.” Without it, your brand identity will never be one that appeals to customers time and time again. Continue reading