Branding-Leitlinie: Ein Schnellkurs zum Branding

1. Introduction: Hello, everyone. Welcome to this branding guideline quick course. I'm your lecturer, Anthony. In this course, we will cover three very important aspects in terms of branding. First, we will talk about what is a brand and why is branding important at all? Why do you need to care if you want to start your own business? And then second, we will talk about the core part of a branding is mission statement. We will talk about what a mission statement is and how do you come up with a super convincing and significant mission statement that gravitates your customers towards your business. Then the third course or the third part of the course we will cover the dos and don'ts on social media in terms of building the brand. Next, I want to talk about this book that actually influenced me a lot during this entrepreneurship process. Is start with y by Simon Sini. Here's a quote from it. People aren't drawn to what you do, but rather why you do it. This is a very significant insight because most of the time when you're building a new business or making a new product, something similar is already offered in the market. And the only differences, or the differences, technical difference that your version or your product makes may not be that significant. So what if we are all making, let's say a phone or blogging site, what makes your blogging site stands out among the crowd? It's actually not what you do, but rather why you do it. And this is why you know, as entrepreneurs or marketers, we are trying to build new businesses or building a new brand. Is very important to think about the why behind the business. Okay? It resonates so much with me because purpose and vision is what makes a brand powerful that brings people together beyond the products itself. It could be just like a boring, burger shop or just yet an other hand cream cosmetic brand. But what makes it all of this different or what makes a business successful is the brand. So figuring this out and building a strong brand in this current world, in this online world is super important. Enjoy the 2. Lesson 1: Introduction to Branding: Hello, everyone. Welcome to lesson one of this branding guideline quick course. Here in lesson one, I want to address the most important thing about branding. First off, What is a brand? The most important question is to ask about the importance of branding. Be? Why do we care about branding? Why is it important? So let's go. First, I want to give you an introduction about understanding the significance of the brand presence. We have to know that why it is important to have a brand so that we will be motivated to create our own brand or create the brand of your business and your product. So I think you heard that a lot before. Even in the in the early stages, it is important to have a branding and social media presence. You have to get the logo right, get the tech line, get the company name, product line name right. But why? Well, it turns out that branding helps you to convey your unique idea. It is a character, a channel, and identity that goes beyond you as the co founder. Branding actually is a collective identity, if you will, that you will use a lot when you talk about your product, your mission, when you are recruiting, when you are making sales, when people ask you, Okay, so what your company is about, right? You will need to have the same response as your employees or as your customers. Then if that is true, then you have done a magnificent job in branding. So branding, if you think about it is that, okay, I want to build my business and a business or like a cooperation. It's more than you. You have to collaborate with people, hire freelancers, part time employees, full time employees, you have to do partnerships, and you have to make sales. And during all this process, if you don't have a branding or an identity that you identified? Everything will be flying around. Not from you, not by you, but maybe by your part time employees when there's an opportunities, you know, coming to your part time employees, there is a potential customers asking your part time employees, like, Oh, what does this product do? Then maybe they will ask, why is it important? Why do you guys do it? What's the story behind, you know, making this product or making this solution? If you don't have a branding in place, I'm pretty sure your parent employees will just say, I don't know. I'm just a part time worker here. I don't really know. They just asked me to do this and that, put A into B. That's it. This case, this is a failure of branding and not identifying branding in a very, very early stage. Then the next thing before I go into these fundamental components of branding is that nowadays, we have a GBT, we have NVA, we have tons of technologies and tools that enable us to produce a lot of stuff in a short amount of time. Let's say very effectively. I am not against the technology advancement. But I feel like this is an amplifier of whether you are doing a good job or not. Think about that. If you have not sought out your branding, and you are just putting random pictures, random ideas that Chat GPD gives you without filtering, because you don't have a branding in place, so you don't know what is beneficial or adventure or beneficial or good for your brand, basically, or right for your brand, and you just get whatever ideas, copy and paste, and then put some pictures together and then press a button. Okay, you have ten social media posts, let's say, I have ten social media posts, 50 blocks in a short amount of time in just a day you produce everything. But does it actually bring a cohesive branding to the audience? Have you ever actually thought about it? If you haven't, you just copy and paste everything. Actually everyone could tell. The audience could tell, I could tell, maybe except you couldn't tell because you were into your own bubble. The point I'm making here is that Technologies actually let's an amplifier. Like if you don't know don't have a branding in place, it will only makes it more recognizable that you don't have a branding in place. It won't help you to build a branding. In order to help yourself to build a brand to actually think about the key questions about branding, this is the four components of four questions that we have to ask ourselves. The first one is the promise, what does your prot do? What is the solution? What is the technologies behind it? Maybe why is it better than the existing solutions or competitors? This is the what. This could be very likely the product or the solutions or services that you provide. This is the core. I think everyone who wants to start a business already have this kind of what. But then the second thing, the second question you have to ask is, what is the story behind this brand? What is the story or the journey that you create your product or this business is created. We are like individuals, humans. We love hearing stories and story cells. Basically, story is very important and it's always overlooked by technical co founders or technical entrepreneurs, entrepreneurs that are coding all the time and comparing, technical products side by side with the specifications, so much that they always, you know, overlook this storytelling emotional side of human beings. Because at the end of the day we are not robots, when we make purchase decision, we don't just look at specifications and then make the logical decision that, okay, this has higher ram at a cheaper price. I will buy it. I think most of the people don't operate like that, except, you know, technical people. So story is important. What is the journey? What have you or the co founding members, co founding team have achieved so far and what is the story behind this brand? Then number three, the third question, is the values. What is important, or what are important to you, your team, so that you guys are motivated every day when you wake up and then can't wait and go back to work to bring this product to more people or to provide these services to more people. What are the values? This is very crucial because now we're talking about the questions about values. If the values and the promise don't align with each other, it would just be very confusing. For example, if there is a gan burger shop and then The values of this vegan burger shop is maybe the thing they care about is the future of humanity or some historical context, it will be very confusing because a vegan burger shop, the reason that it exists and Vegan has to be something related to the climate crisis. The values be something they want to reduce common footprints. They care about the climate changes in the world. They feel like this is the most urgent issues that drives them to work every day, get them out of the com zone, get them out of bed. So what you do and what is important to you, they have to be aligned together very well. Then the fourth thing of a start branding is that we need to have a visual visual is like color coding. For real, you need to have a color coding, hex code of your brand, and you need to think about it. So you need to think about the three colors that you represent your brand, your main color, Is it blue, red, black, white, yellow, pink green, or whatever? You cannot like, Okay, today, I will use red to represent my brand, tomorrow, I will use yellow to represent my brand. This is disasters. This only gives the message. I mean, branding helps to convey your unique idea, right? If you don't have this has code figure out, and you just use color like a rainbow like in every single different pose is everywhere, then it only communicate the message that you haven't figured that out, and you are very lost in this. So Vishal, ask yourself. What vibe or feeling would you like it to convey? I mean, there could be a lot of feelings that a brand could convey, could be formal, business, informational, smart, quirky, creative, many different feelings. But you have to pick a tone, and you cannot change the tone every single day or every week. You have to build the brand. So it actually is worth the time to sit down and keep asking yourself, why and these four questions? Why do I want this color? Why? Do I want it to have a business like informational tone or why do I have to have to have a funny tone for my brand? How what is the appeal? So Only after you figure this out, could you actually get to the point that you can align everybody in your company, even in the freelancer, you outsource your design to designers. They understand you what you are doing, what this brand is doing, what this business is actually doing. For technical co founders, of course, I have nothing against you. Many of my friends they are like schoolers, Amazon, they code a lot. I just want to emphasize that Having this figure out is as important, if not more than the technical aspects of the products. Just look around. There are so many products or brands that are so using the oldest technologies that have not actually advanced a lot, but they create certain kind of bonding, certain kind of character and relationship with the customers that the customers would not leave the brand and go for another brand just because the technical specification is better. This is very important and Before we move on to lesson two, I really want you to spend the time you need to think about these four questions and make sure all these four answers aligned with each other. Then we can have a lot of fun to figure out more about how to build your own brand. 3. Lesson 2: Crafting a Mission Statement - Part 1: So listen to mission statement, super important after we talk about the importance of having a branding, right? So now you all know that, okay, even though I'm building the next company with a rocket science or whatever, branding is super important. You have to have consistent you know, branding outlook, the color, represent your brand, stuff like that. Now, let me talk about one more thing that will stack in the customer's mind or the investor's mind is the mission statement. This is actually super important in terms of defining your company from your competitors and also talking about the why, why are you starting a company? Where to start, Mission statement is a statement to talk about the hy behind your company, and it should not be a super long paragraph. It should just be like a concise one statement thing. So this takes a lot of distillations as you may think, because what you're going to do could be easy. Let's say I'm going to start a burger stand. I'm going to sell some fast food, vegan burger shop. But this is what you're going to do. What is the why? What is the reason behind this business idea? Why do you want to build this vegan burger shop at all? And why Do you want it to, let's say, expand globally, or why does it give you meaning? Yeah, why should it even exist in the first place? It is very crucial to define your identity clearly and your mission to ensure the customers and investors that you know what you're doing, and you know the reason behind it so that you don't just do it for the sake of doing it. And first thing in the mission statement is your identity like who you are, what you represent, the values you bring as we talk about previously in the previous lecture. Now, after you define your identity clearly, I'm a g vegan burglar stand somewhere in Paris, let's say, What is next? You need to craft your mission statement. I will talk about how a quickest way to craft your mission statement. But here's one thing before I go into the step. When crafting your mission statement, you center it around how your products or services directly fulfills the people's need or a mission or a super demanding situation, and the actual problem you are creating a solution to. So let's say, okay, as a an die, Vegan person, I have no burger shop, even though I really like eating burgers. So that's a problem to be fulfilled, right? This is like a need for the whole vegan populations who love eating burgers. So when you are crafting your mission statement, first identify your identity, and then the next thing is to talk about these products or services and the need and actual problem and what you're going to do, you know, the actual solutions. When you think about it, what is the why? Sounds, very simple, because I need it. I created it. Does it sound convincing at all? Not really. Because it sounds like, it's just like a problem that you experience y could be maybe apply to the whole gan populations. But what else? Is that hugely important influential for the humanity? Is this mission statement good enough? If not, how do we make it better? 4. Lesson 2: Crafting a Mission Statement - Part 2: Tip. When you are digging the y behind the mission and when you're crafting your mission statement ask yourself three ys in a row to achieve the purpose clarity as I talked about here. So it's actually very easy. It's just asking why do I create this burger stand? This is like the first y because I see the need, there's no burger shops that offer different variety of vegan burgers. That's the first y. But The second why is why do I want to make vegan burger mainstream? Be I can literally buy vegan meat or the vegan ingredient and make a vegan burger at home. If I just want to solve my own problem, why do I want to make it mainstream, or why do I want to make it a franchise, right? Okay, this is a second why. Why do I want to make this take all the risk and make it into a business to face all the uncertainties and to offer the public. Okay. As I see, because like the traditional burger shop. They have very high, let's say fats, cholesterols, all the unhealthy ingredients in it. And I actually want to take a step further from just making my own vegan burger. I want to make vegan burgers for people that are not even vegan at all. I want them to try. I want them to have this healthier version of burgers with, you know, extravergin, olive oils, let's say, the whole making process, we don't use processed meat and stuff like that to of the public and to make it a mainstream so that vegan burger will be the next standard and not like a burgers from let's say Burger King, McDonald's, stuff like that. This is so more convincing and the scope is wider, it's more influential. Ask yourself one more why. But why? Why is this mission important? Why do you even want people to try it and have it be the next let's say gold standard of burger shops? Because actually is an aging population, and there's a trend of young people having different cardiovascular disease, health problems, obesitys, and we are working from home all the time, we sitting too long, and there's like we spend way less time doing exercises as we should. So this is actually even way bigger of a mission. The more why you ask yourself about this mission statement. The more wait, the answer will carry. If you goot what I mean. Because in the beginning, why, why create a burger shop? Okay, because I didn't see any options. Okay? And then the second why, then why do you even want to make it a business and put it on the street, you know, take all the loans, you know, stuff like that. Okay, that's the second why. Because I actually want to get even beyond me, myself, the gan community, and take it further to the non gan community. All right. And then the third why is that does it even matter? Because the whole humanity or the whole human population, they are aging, they're suffering, different diseases, stuff like that. Now, when you asked me or when I craft this mission statement for my burger shop, And when I present to you that we are saving the aging populations and all the health problems all the young generations are facing, this sounds incredible. This sounds beyond me myself. It's more a selfless mission. It's really a mission statement, indeed, to change the whole burger industry to revolutionize the next standard for burger shops, And do you see the thinking process in this lesson, like how we went through from just y, burger shop sounds like a very generic idea to something that has its own gravity to pull people together. And this is extra important if you are going for investors, for capitals, or for your first round of employees, for your first, burger shops, or whatever business that you have to hire the first wave of employees, they have to have something to gravitate into. That is the mission statement. Have this clarified, which is by asking yourself multiple times of why. Having this clarified, you will have a very distillated, crystal clear purpose of your business, of why Does it exist? Also, why do you not take a day job and nine to five job and just work and earn a good salary? And that's it. Why do you even put it aside, put this option aside, give it up, and take all the risks and take this entrepreneurship journey. Why? This mission statement, I hope you all after this lesson, spend the time you need to think about it, to read about the industry, to write about the business ideas, and really try to answer this. Seems like very simple questions of why multiple times. But indeed you will give us a very deep meaning of your business and the mission behind your business. Thank you. And see your next lesson. 5. Lesson 3: Building a Brand Identity - Part 1: Hey, guys, welcome back. After defining our mission statement and talk about why branding is so important, let's talk about some practical tips that we will use a lot in terms of building a brand on the social media platforms such as A, Instagram, Facebook, take talks, and of course, our websites. Here are the three types of do that I want you to remember. Basically, there are three things that we need to do or you are recommended to do in order to build a strong brand in this online world. First one, is to set apart. Always think about in this current world when everyone is generating tag lines, mission statements from GBT, AI, Gemini, try to think about what you can do to set you apart, set your brand apart, from your competitors, or from other people who's trying to build the brand, and you know that, these are the common tools and people who will try to talk about or use about it. What can you do to set you apart. So tech lines that help to distinguish you from all the competitors in let's say the Burger world or in your own sector, is very important besides, of course, having or selling a very great product. So this is not like a tex back comparison like when you look at it, when you're trying to decide whether you should buy an iPhone or an android, and you look at the camera spec, the battery, and stuff like that. No. This is more like a qualitative thinking. So this setting or what we should do to set our brand apart from our competitors is to really start from some original thinking. For example, as a vegan person, I haven't had any burgers ever since I adopted this vegan diet, for example. Then what you can do to set your burger store apart, gan Burger store apart is to talk about your original story. Okay. I live in let's say in Paris or London. I haven't seen any Van burger store, and I know there's not just me. The more vegan dieters that have the same problem. This is what you can do to tell these original stories to set you apart from other competitors. Maybe like other burger shop competitors. Of course, there will be some and they will be like, Oh, yeah, the best vegan burger in the world, but you also include this phrase in terms of building a brand pro? P you're thinking about, increasing the longevity, of the humanity, one vegan burger at a time. Right? So this gets more interesting. And when people look at this phrase, they will of course separate you from all the competitors such as burger king Subway, or whatever, you know, burger stores in the burger shop industry. S. This is like the thinking that benefits from the time you spent on clarifying and distillating, as we talked about last lesson, the mission statements, you keep asking yourself why? This phrase of, increasing the longevity wouldn't sound so surprising to you, because you walk through my thinking process from the beginning to now. And you know that, okay, Yeah, I actually asked you this y three times in a row and come to this answer. You know that what the audience or first time audience, they didn't know, but they will become very curious about the reason behind the Oh my God, why are you saying increasing the longevity, What is behind your burger shop? What is behind this brand? And what are they trying to do? They sound like, this phrase, dropping this phrase of increasing the longevity of the humanity, one vegan burger at the time, sounds so unique. It's not just trying to sell yet another vegan burger. You saying, you know, a vegan meat such as beyond meat or whatever. Yeah, first tip, setting you apart, your brand apart from the competitors. Now let's talk about the rule of three. This is a rule that kind of exploits what we know about human psychology and what attracts us or what kind of things that stay in our brain longer. We actually recognize pattern and when we browse our website or memorize the top features of a product or admission. We tend to grab or memorize information more easily or effectively when they are organized in threes. So Just like here, as you will see in the lecture, the dos and don'ts when I was designing the slice, I also wanted to make sure it is memorable and it stays in your mind longer. This is why I do it. I did it in the multiple of threes because this rule of three is actually proven strategy. When you look at all all the successful companies website, product page, when you think about this layout on a website, you talk about the mission, blah, blah, blah, ABC, you talk about the product features, what set you apart, or what you do, is always coming in a multiple three instead of two, four or five. It's very interesting if you now that you know that this rule actually exists, it will change the way you see, when you look at the design principles of those successful companies, their websites. Then the third thing is to use it consistently. What I mean is to really spend the time you need to get the core message or mission statement, what you want to convey and express on your social media or websites and do it consistently. So Of course, you need time and patience to build a brand. What you shouldn't do is to change the mission statement or change the wording every single time or every week just because you not you're not seeing any results. Building a brand takes time probably months of effort. But what you want is to stay consistent. Telling the same message again and again. So just like what we just talked about, you know, the slogan or the phrase that set us apart, set our Vegan burger stand apart is to talk about increase the longevity of the humanity, one Vegan burger at a time, right? So if I if I started my social media posting, of course, I wouldn't get like thousands of likes just by posting one social media post or just by rolling out the website out there. It takes time for let's say Google Search Engine to rank your website, first of all, and it also takes the algorithm of Instagram, Tata to take in, take in the page, takes in the identity, and then rank it and present it to the relevant audience. What you shouldn't do is to say, I'm doing A in the first month, and then the other month, you're saying, Okay, I'm doing B. So believe in yourself and once you that phrase or slogan that sets you apart, Always use that. Stick with it for at least a year for real. Stick with it for at least a year to see the effects. If you are shifting around all the time, it will be chaotic. What the audience see is a mess. Basically, it is a mess. This gan store is talking about increasing the longevity in the first month, and then as you go down the road, you change the slogan to actually reduce the carbon dioxide greenhouse gases in the atmosphere, to challenge or to save the humidity from climate change, which is like, totally opposite. Then maybe like a month later, you were talking about this phrase or slogan that you are the best vegan burger in the city of Paris. Then You know, what are you trying to say if you're saying three things at the same time? What are you actually trying to say? This will get very confusing and it will not build a strong brand presence at all. 6. Lesson 3: Building a Brand Identity - Part 2: So, after talking about the dos, of course, we need to talk about the don'ts in the process of building a brand in this online world. So let's jump to it. Again, multiples of three, as you can see. Number one, overselling. So don't try to oversell too much when you're building a brand, when you are offering free content, content writing, or you are sharing pose, take off videos. Avoid overselling. Just talk about your mission, which is totally fine because when you're building your brand presence, you want to b what you want to build is an identity instead of, like, a campaign, you know, like, Okay, come on. So buy this product, go to this vegan store and get, you know, $5 off you know or whatever discounts. That sounds super overselling if most of your contents surround, you know, from this idea. Rather in comparison. If you talk about really the health issues, or the current trend that younger people have more, more prone to cardiovascular diseases or obesity, or that our current lifestyles is not what our bodies is designed to have, you know, stuff like that, then you kind raise the awareness of the problem that you are providing a solution to. Which is the vegan burger stand. Sometimes less is more, and also you don't really need to tell the customers or the audience what to do. Of course, is a business. You are a vegan burger stand. If I agree with you, besides sharing your content with my friends, of course, I will come and try it and be the customer. That's how you build this customer loyalty and being transparent is to not oversell and not over promise anything. Overpromising is also something you want to avoid. In this case is not to talk about, okay, increase the longevity, right? So would you say that, having one vegan burger will increase your longevity, or lifespan for, I don't know, six months, 30 days? That sounds very cringe, right? Because This is like overpromising. This is like it's not even yeah, very suspicious, right? It's not even true. Nobody will think it's true, and in fact, it wouldn't be true. Like one Vigenberger would would not do magic. So avoid overselling and avoid over promising. Number two, jargons, which are more applicable to the technologies behind your business, right? So, of course, Vigen Burger stand could also have their own jargons, right? For example, you know, the process or the food chain or the amp price building. So maybe we're talking about the ventilation system, the f, how it makes the whole burger production experience, unique, special, more clean. Avoid these jargons, you know, that only the engineers building the kitchen will know. Avoid jargons here by jargons, you know, If you don't know what it means, it's like the the terms that is only used or shared among the experts in the field. Okay? For example, if you talk about, you know, about tech companies or for Bx companies, you wouldn't go too deep into, you know, into the fact that we have 20 amino axis, and that our body needs. We can only produce 12, we couldn't produce eight. If this is not actually the problems, then you're going to tangent, right? You're dumping in too much jargons, maybe you're talking about the nuclear acid, the DNA, RNA, but you are therapeutic companies and you're talking and you talk about maybe like a glucose transporter called Glute one, and maybe you're talking about certain genes like MT mammalian target of rep mycin, stuff like that. Which is like if you are outside the field of life science, you wouldn't even know what all this means. And you don't even have to know because you are an audience looking at the feed on the social media or website, you are not reading academic journal or peer review journal or scientific articles or publications. So It is so strange to see you know, to see businesses that are trying to build their own brand, and then they're throwing so many technical words or like technical analysis, that are calculations that is absolutely unnecessary for the public to know. So this is why here on this slide, I also talk about the three don'ts. Jargons is one of them, explain it as simple as possible. Which is also less is more, right? So, as Einstein said, if you can explain like a super complicated complex subject matter to a 5-year-old, then you pretty much understands it, right? So as a founder of your business, you should always think about, okay, For people outside my field, how do I present the ideas so that they can understand it? Instead of having this objective of just showing off that yeah, I just want to show off and be seen as somebody who know more than you or more than anybody else. So that will actually backfire if you're building a brand online and you're putting too many jargons? And then the third one, the third don't is just because don't have a slogan, just because. And this goes into, you know, the first do, if you still remember, is to sett you yourself apart. So I don't I don't want to repeat myself, but don't have a slogan, just because you need a slogan, a ta line that is below your logo, on your website, or on your social media, on your poster, whatever, like try to really spend the time to think about the mission, why behind your business, why Why does it even exist, right? What problem is it trying to solve and don't build a slogan from just chat GBT, give me ten, ten slogan ideas or local tag line and pick one of them. That will be very weak, and it will not stick to the audience minds. All right. So really spend the time. And if you put a simple slogan or leave simple or eat healthy, it's just it won't differentiate you from all the competitors, right? So I think really spend the time to think about, you know, all these mission ideas or the why the philosophy behind the business is super important. So next or at the end to Raba, Building a brand is a long process. It takes months, years of sweats and tears, trials, and errors. But what is super important throughout this super long process is to stay consistent and consistency is the key. If you have watched all these lectures, follow my teaching, you will notice that. Yeah, actually, among all these tips or the lectures, what is in the center of building the brand is being consistent? So when you have to manage websites, blog posts, social media, Instagram reels, takeout reels, you want to stay consistent. You don't want to be like, Okay, I'm actually a climate change leader on Instagram, and then you're like, Yeah, actually, increase longevity. I want to reduce obesity. I'm obesity warriors on Instagram or on a website block. That will create inconsistency and people will just be confused or the audience will just be confused. What am I looking at? Is it behind the same company? Or what is it trying to do? So especially for young companies, young brands, think of the mission statement and also think about the narrative that you try to build, and this is why if you think it backward, that the importance of spending time to create this crystal clear understandings of the business is because down the road, you want to be consistent, you want to be as consistent as possible. So that, at some point, the word longevity and vegan burger. Feels with your brand, with your logo. And when anybody thinks about longevity of the humanity or health issues or better health choices, they will have that thing in your mind and in their mind, which is the Vigen Berger store. So at the end of the day, it's a lot of repetition, a lot of repetition of a consistent messages of a consistent idea of a consistent mission statement. Through the ears. Think about it is to keep repeating and repeating and repeating so that one day, hopefully, when the audience or potential customers, they face certain kind of, you know, situations or life scenarios, they'll be like, Okay, Yeah, maybe I will just go for this business because I've been, you know, looking at the ads or I've been following them. I know they provide a very high quality vegan burger. You know, and this is like the mission. And this is why even though it seems very the return of building a brand seems very, very, very small, within a short time frame, it will actually bring you enormous return if you spend enough time long enough on the process of building a brand. It is not easy. But stay consistent and make it one day that your company's business or product will become synonymous with your brand identity. The only thing or what can we learn here? The only thing I want you to take away is that think about it before you act, before you start all the pages, creating all the social media accounts under the same brand name, buying domains, websites, setting up, you know e mail, mail boxes, and then, like Yeah, sign the forms, stuff like that, all the maculus, ambitious campaigns before doing that, spend long enough time to think about the mission statement behind the brand and what your brand represents.