so in a previous video I also referenced the notion of the words in a brand right there are visuals and there are words when I talk about words there's also a way to package them so many of us have heard of things like a mission statement right we've heard about them our whole lives but do we really understand what they are well I would say in a brand context a mission statement is a description of what you do as functionally as possible no sex appeal to it you don't have to be over Dynamic a functional
description of what you do that's a hard thing to create spend the time to build it now if you've got that mission statement the next ingredient should probably be something like a vision statement and I like to say that vision is short for Visionary right that means big and audacious and Beyond what can be measured right if you look up what niku or apple promises in their vision statement there are not there's no measurement they don't say I'm going to sell X number of shoes or provide this type of customer service they're talking about intangible
goals you've got your mission statement as that Foundation right I told you it was really functional but the vision statement is supposed to be big and emotional great now you're starting to build a framework for all the words to populate got our functional words we've got our audacious words the words in the center are called brand positioning the place the position in the market that's exclusively yours to claim you don't sound like someone else you don't walk like someone else you don't work like someone someone else what's that position the analogy that I usually use
is that you know instead of talking you about cars right there's thousands of car makers right A lot of them how about luxury cars how about European luxury cars how about European luxury sports sedans you get that I've just eliminated all the other conversation pieces and we're only talking about specifically the position in the market that those automobile manufacturers are trying to hone you have to do this in your business you cannot be all things to all people so if you functionally describe your mission you talk about your audacious big objective for the category what
you hope is going to happen to the world because you exist and then you fill it with the positioning well this is how I describe the place that we call home now you have context now you have vocabulary that can absolutely inform how you train your employees how you give a speech how you write marketing vocabulary a couple other two couple other components that are timely and relevant are what we call Brand personality and brand pillars so a brand personality is simple like this get on a Southwest flight same plane as any other company could
fly same airports but for some reason being on Southwest feels different why because the way in which they carry themselves their brand Persona right there's a personality every brand pick any brand in your life Coca-Cola Pepsi Ford it doesn't matter you can create a human character you can kind of draw that character will do the exact same thing for your business decide how you want to carry yourself how you're going to make people feel when there in your presence that's the personality the last piece in this clip is specifically about brand pillars pillars are the
foundation let's just say that you're a really ethical business you might sell shoes to the masses but ethically that is a foundation to the construct that I talked about right your mission is going to be built on a foundation then your position and then your vision all right well what are the things you're always going to stand for no matter how the market evolves so you can see that if you've got your pillars you've got your mission your positioning and your vision and then you wrap it in your personality now you have context now you
have vocabulary now you have understanding and these are the things that make a great brand strong
