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  • Laura James

UNDERSTANDING BRAND MESSAGING: PURPOSE, VISION, MISSION AND VALUES

Updated: Aug 25, 2023



Understanding how to effectively use brand messaging is essential for long-term success. Understanding the fundamental differences between Purpose, Vision, Mission and Values is vital to create a successful brand strategy. Knowing the distinction between these components can enable us to craft an effective plan for the future, allowing us to achieve our goals and find long-term success.



DISCOVERING YOUR BRAND PURPOSE, VISION, MISSION AND VALUES


DEFINE YOUR PURPOSE: YOUR BRAND'S "FOREVER"


When it comes to building a successful brand, there is nothing more important than having a definite purpose. This Purpose is the fundamental reason for the company's existence, far beyond pursuing financial gain. This Purpose is an aspirational goal and has nothing to do with the specific methods or approaches used to achieve it.


To effectively determine this Purpose, it's essential to ask the question, "why?" By asking why we can begin to uncover what makes a brand truly unique. This "forever" Purpose is what will help your brand stand out and make a lasting impact on its customers. It's the key to creating a sustainable and successful brand that will last for generations.


Fill in the gaps to craft your brand purpose:


To [how you help] so that [the impact it has].



DEFINE YOUR VISION: YOUR BRAND'S "ONE DAY"


This is your brand's future. It describes what the world could be like if you achieve everything you set out to do. It speaks to the impact you'll make in the lives of your customers as well as a brighter future for your company. It is a vision of what can be accomplished if you stay devoted to your Mission and continue to strive towards your goals.


This Vision will give your brand a clear direction and a sense of Purpose. It will be the foundation for building your brand and guiding the transformation you want to bring into the world. It will help you focus on the bigger picture and inspire you to reach your highest potential. It will be the catalyst that drives you and your team to create something extraordinary.


Fill in the gaps to craft your brand vision:


All [customer identifier] are provided with [resource], so they can achieve [goal].



DEFINE YOUR MISSION: YOUR BRAND'S "TODAY"


At the heart of every successful brand is a Mission statement that defines what they do daily and how they strive to achieve their long-term goals. It should be an action-oriented declaration that succinctly and powerfully conveys the company's Purpose, desired audience, and objectives. This is your brand's "Today". The embodiment of your Purpose in action and the people who will benefit from it.


When crafting your Mission statement, you should carefully consider choosing the right words to capture your Vision and Purpose. It should be specific to your brand and reflect the values you want your company to stand for. It should also be dynamic and able to evolve with your business as it shifts and grows.


Ultimately, your Mission statement should serve as a guidepost, reminding you of what you stand for and why you do what you do. It should clearly and concisely communicate to others what your brand is all about and how you plan to accomplish your goals.


Fill in the gaps to craft your brand mission:


We offer [offering] for [customer identifier] so that [benefit].



DEFINE YOUR VALUES: YOUR BRAND'S "RIGHT NOW"


Values are an essential part of your brand identity. They are the principles your brand stands by and the standards of conduct you strive to uphold. Values will set you apart and help you discover your industry's unique path. They are the descriptors you use to define your brand and guide your decisions, actions, and behaviours.


When you have a clear set of Values communicated and upheld, your brand will be perceived most positively. Knowing your Values and living by them will help create an environment that resonates with your customers and prospects. Values reflect your brand and the people behind it, so it's essential to ensure that they are understood and embraced throughout your organisation.


Fill in the gaps to craft your brand values:


Regardless of what we do, [behaviour], [behaviour] and [behaviour] are non-negotiable. We will conduct ourselves in a [behaviour] manner to bring our vision to life while treating our customers with [behaviour].



LET'S SUMMARISE. HOW DO PURPOSE, VISION, MISSION AND VALUES HELP YOUR MESSAGING?


In summary, Purpose is the overall reason for our brand's existence or why customers should choose our product or service over any other. Vision is an aspirational statement of our desired future, outlining our path. The Mission is the actionable plan that will move us towards our Vision, and Values are the principles that underpin the entire brand strategy, providing the core Values that we strive to live by.


By understanding the differences between Purpose, Vision, Mission and Values, we can craft a comprehensive brand strategy that will enable us to reach our goals and sculpt a successful future.



READY TO STAND OUT AS AN EXPERT IN YOUR INDUSTRY AND ATTRACT CONSISTENT, HIGHER-PAYING CLIENTS?


At Laura James Graphics, I work with passionate & ambitious business owners worldwide to create detail-driven, strategy-led brand & website design because I believe great brands come from intention, purpose & passion. I help you connect with your dream customers, set them up for success and stand out as an expert in your industry to attract consistent bookings and higher-paying clients.



Want more direct access to moi (Laura 🙋🏽‍♀️)? Use the following links:

📸 Join The Photo Lab: Join the industry’s leading membership for Photographers looking to build a standout brand and website. Get coaching, on-demand training, tools, templates & 24h support for £7/month laurajamesgraphics.com/thephotolab

🖥️ Creative Corner: Facebook group space and resource hub for Photographers, Creatives and Service Providers. Connect with like-minded business owners who can celebrate your wins, answer your questions and exchange services. facebook.com/groups/creativecornerforserviceproviders

🛒 Design Shop: Get freebies and paid guides, templates and resources made with YOU in mind. laurajamesgraphics.com/shop

🪩 Explore Services: No matter where you are in your business, I have a package to suit you. Let me help you transform your business into the success you’ve always dreamed of. laurajamesgraphics.com/packages

📞 Book a Call: Book a free call with me to start crafting your uniquely memorable brand today. laurajamesgraphics.com/enquire

🧲 Book a Brand Audit: Reclaim pride in your business and turn it into a magnet for success with a strategic, done-for-you Brand and Website Audit. laurajamesgraphics.com/dfyaudit

💌 Join the Inner Circle Email List: Be the first to know! Get backstage access to exclusive deals, hot off-the-press updates and new product drops. laurajamesgraphics.com/viplist

🐙 Join me on socials: @laurajamesgraphics on all platforms.



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You've been hustlin' nonstop, putting in endless hours to make your business dreams a reality. But let's be real; your brand and website aren't quite where you want them to be. Your traffic is about as low as your patience for slow Wi-Fi, your engagement is dryer than the Sahara, and it's just you and the crickets in your inbox. 🙄 But don't throw in the towel just yet! The Photo Lab has got your back!


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