Before you can develop a brand strategy, you need to have a clear understanding of what your brand is and what it stands for. This includes defining your company’s mission, values, and unique selling proposition. At WaddyFletch, we guide teams and help clients develop these important items, but here is how it’s done:
The concept of brand archetypes was first introduced by Carl Jung, a Swiss psychologist, and later expanded upon by Margaret Mark and Carol S. Pearson in their book “The Hero and the Outlaw.” They identified 12 archetypes that can be used to understand and develop a brand’s personality and messaging. Here’s a brief explanation of each one:
- The Innocent: Pure, optimistic, and simple. They see the good in everyone and everything. Examples include Coca-Cola and Dove.
- The Explorer: Adventurous, restless, and free. They seek out new experiences and opportunities. Examples include The North Face and Jeep.
- The Sage: Wise, knowledgeable, and insightful. They seek truth and understanding. Examples include Google and The New York Times.
- The Hero: Courageous, determined, and inspiring. They strive to be the best and overcome challenges. Examples include Nike and BMW.
- The Outlaw: Rebel, rule-breaker, and revolutionary. They challenge the status quo and shake things up. Examples include Harley Davidson and Virgin.
- The Magician: Enchanting, transformative, and mysterious. They create wonder and inspire change. Examples include Apple and Disney.
- The Regular Guy/Girl: Friendly, genuine, and relatable. They are down-to-earth and easy to connect with. Examples include Budweiser and Wendy’s.
- The Lover: Passionate, sensual, and romantic. They create intimacy and connection. Examples include Victoria’s Secret and Godiva.
- The Jester: Humorous, playful, and lighthearted. They entertain and bring joy. Examples include M&M’s and Old Spice.
- The Caregiver: Compassionate, nurturing, and selfless. They help and support others. Examples include Johnson & Johnson and St. Jude Children’s Hospital.
- The Creator: Innovative, imaginative, and artistic. They bring ideas to life and inspire creativity. Examples include Lego and Adobe.
- The Ruler: Powerful, authoritative, and confident. They lead and command respect. Examples include Rolex and American Express.
It’s important to note that a brand doesn’t have to fit perfectly into just one archetype, and there can be overlap between different archetypes. However, understanding these archetypes can be a helpful tool for developing a brand’s personality and messaging.
A company mission statement is a brief and concise statement that defines the purpose and values of the company, as well as its core goals and objectives. It is a guide that helps the company to stay focused on its purpose and vision while making business decisions.
A good B2B (business-to-business) company mission statement should focus on how the company helps other businesses achieve their goals. It should highlight the value the company offers to its customers and how it differentiates itself from its competitors.
For example, IBM’s mission statement is “To be essential to our clients’ success by providing innovative technology solutions that enable them to transform their businesses.” This statement clearly defines IBM’s goal of helping its clients succeed through innovative technology solutions.
A good B2C (business-to-consumer) company mission statement should focus on how the company improves the lives of its customers. It should demonstrate the company’s commitment to providing high-quality products or services that meet the needs of its customers.
For example, Nike’s mission statement is “To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)” This statement reflects Nike’s commitment to inspire and innovate for everyone, regardless of their athletic ability.
To create a meaningful mission statement, follow these steps:
- Identify your company’s purpose and values: Your mission statement should reflect the company’s purpose and values. It should be a true representation of what your company stands for and what it hopes to achieve.
- Involve key stakeholders: Your mission statement should be a collaborative effort involving key stakeholders such as employees, customers, and investors. Their input can help you create a mission statement that truly reflects the company’s values and goals.
- Keep it concise: Your mission statement should be brief and concise, ideally no longer than one or two sentences. It should be easy to understand and memorable.
- Make it actionable: Your mission statement should be actionable. It should inspire the company to take action towards achieving its goals.
- Revise and refine: Finally, your mission statement should be revisited and refined as the company evolves and grows. It should remain relevant and meaningful to the company and its stakeholders.
Company values are the core beliefs and principles that guide your company’s culture, behavior, and decision-making. They define what your company stands for, what it values, how it operates. and they provide a common language and a shared sense of purpose for employees, stakeholders, and customers.
To create company values, follow these steps:
- Define your company’s purpose and mission: Start by clarifying your company’s purpose and mission. What problem does your company solve, and what impact do you want to have on the world?
- Identify your company’s stakeholders: Identify the groups of people who are affected by your company’s operations, such as employees, customers, suppliers, investors, and the community.
- Brainstorm a list of values: Gather a diverse group of employees and stakeholders, and brainstorm a list of values that align with your company’s purpose and mission. Ask questions such as “What principles should guide our behavior?”, “What qualities do we want to embody as a company?”, and “What traits do we value in our employees?”
- Narrow down the list: Once you have a long list of values, prioritize them by importance and relevance to your company’s mission and stakeholders. Aim to have no more than five to seven core values.
- Define and communicate the values: Define each value clearly and provide examples of how it can be demonstrated in the workplace. Communicate the values to all employees, stakeholders, and customers through your website, employee handbook, marketing materials, and other channels.
- Embed the values into your company culture: Reinforce the values through regular training, recognition programs, and performance evaluations. Ensure that they are integrated into all aspects of your company’s operations, from hiring and onboarding to decision-making and strategy development.
- Review and update the values: Regularly review and update the values to ensure that they remain relevant and aligned with your company’s mission and stakeholders. Solicit feedback from employees, stakeholders, and customers, and make changes as needed.
Unique Selling Proposition
A unique selling proposition (USP) is a statement that defines what makes a product or service unique and valuable compared to its competitors. It is a way to differentiate a business and communicate its value to potential customers.
A good B2B USP should focus on how the product or service can solve a problem for another business. It should highlight the value it offers to other businesses and why it is a better choice than competitors.
For example, Salesforce’s USP is “No Software. No Hardware. No Headaches.” This USP emphasizes the simplicity of using Salesforce’s cloud-based software as a service (SaaS) platform for businesses looking to streamline their operations.
A good B2C USP should focus on how the product or service can improve the customer’s life. It should be clear, concise, and demonstrate the value of the product or service compared to others in the market.
For example, Airbnb’s USP is “Belong Anywhere.” This USP highlights the unique experience of staying in a local’s home, rather than a traditional hotel, while traveling.
To create a meaningful USP, follow these steps:
- Understand your target audience: You should have a deep understanding of your target audience’s needs, preferences, and pain points. This knowledge will help them create a USP that resonates with potential customers.
- Analyze your competition: You should analyze their competition and identify what makes them unique. This analysis will help you create a USP that differentiates your business from the competition.
- Identify your product or service’s unique benefits: You should identify what makes your product or service unique and valuable to potential customers. This could be a unique feature, a better user experience, or superior customer service.
- Be specific and clear: A good USP should be specific and clear. It should be easy to understand and communicate the product or service’s unique value.
- Test and refine: You should test your USP with potential customers and refine it based on feedback. This process will ensure that your USP resonates with customers and effectively differentiates your product or service from competitors.
Your brand values are the core principles that guide your business. For example, Patagonia’s brand values include environmentalism and sustainability, which is reflected in their products and marketing.