In the vast cosmic expanse of the skies, celestial bodies guide sailors and dreamers alike. And in the vast cosmic expanse of the marketplace, your brand, too, needs a guiding star - a North Star that illuminates your purpose for all to see.
Finding your North Star: the foundation of your brand
The first step in your brand's journey is to define its purpose. What is your mission? What vision drives your work? What values underpin your organization? These elements collectively form your North Star.
- Mission: Make it clear, simple and timeless. Answer the question, “What do you DO?”
- Vision: This is your destination! Answers, “What does the WORLD LOOK LIKE if you succeed?”
- Values: This is your brand's guiding principles, much like the fixed stars that sailors rely on. Answers, “What do we BELIEVE?”
- Brand personality: This is the character of your North Star. Is it bold and adventurous, or calm and collected? Answers, “How do we make people FEEL?”
Brand promise: This is what your audience knows they can count on you for. Answers, “What do you DELIVER to your audience?
Charting your course: designing your brand's constellations
With your North Star firmly established, it's time to design the constellations that surround it. We like to think of design as exploration (read Our Recipe for Creativity). Your design constellations are the guides that help people find your North Star.
- Develop your brand identity: Your logo, tagline, and color palette are the constellations that visually represent your brand and convey your purpose.
- Create a suite of design and graphic elements: These are the tools you use to observe and understand the stars. These elements should be consistent and reinforce your brand's message.
Align your photography and videography: Photos and videos capture the essence of your brand through visually stunning imagery.
Inspiring your crew: internal communications
You have the opportunity to create brand ambassadors with every employee interaction. When they talk about work (and they will!), make sure they have good things to say.
- Infuse your brand into your culture: Make your brand values a part of every aspect of your business, from decision-making to employee recognition.
- Create an intentional staff experience: Just like you pay attention to your customer experience, pay attention to your employee experience, and build that equally as intentionally.
- Prioritize effective internal communication: Keep your employees informed and engaged.
Maintain ongoing employee training and development: Equip your team with the knowledge and skills to represent your brand effectively.
Steering your ship: external branding
Once your internal compass is set, it's time to navigate the marketplace seas and make sure your audience reaches your desired destination.
- Insist on consistent branding: Ensure your brand message is consistent across all touchpoints - see our blog on Frequency from media buying strategist Delilah Fuentes.
- Implement strategic marketing campaigns: Develop campaigns that align with your purpose and resonate with your audience.
- Nourish your media relations: Cultivate strong relationships with the media to amplify your message and ensure journalists understand your purpose.
- Leverage social media: Leverage social media platforms to share your story and actively engage with a community of believers.
Deliver an exceptional customer experience: Reinforce your brand's promise with every customer service interaction.
By keeping your North Star in sight, you can build a brand that not only survives, but thrives. We are here to help anytime.