build your brand

Always Forward…

Build your BRANDby Mark Krebs

VISION

Always Forward…

Your company’s VISION is an aspirational

statement that anyone in the company should

be able to easily understand and explain.

Always Forward…

VISION

Always Forward…

MISSION

VISION

Your company’s MISSION is a strategic & dynamic

statement that can change over time. If your

company has multiple brands, each brand can have

a different mission, but it should always check back

to the VISION.

Always Forward…

MISSION

VISION

Always Forward…

MISSION

STRATEGIC OBJECTIVE

VISION

Your company’s STRATEGIC OBJECTIVE should

support the mission by speaking to specific goals.

Internal departments or brands should have their

own strategic objectives. These objectives should

check back to the MISSION.

Always Forward…

MISSION

STRATEGIC OBJECTIVE

VISION

This FOUNDATION will…

Your company’s STRATEGIC OBJECTIVE should

support the mission by speaking to specific goals.

Internal departments or brands should have their

own strategic objectives. These objectives should

check back to the MISSION.

Always Forward…

MISSION

STRATEGIC OBJECTIVE

VISION

This FOUNDATION will…

…provide a quick explanation of your business.

…create a singular direction for decision making.

…set your company apart from the competition.

Always Forward…

MISSION

STRATEGIC OBJECTIVE

VISION

Your company’s STRATEGIC OBJECTIVE should

support the mission by speaking to specific goals.

Internal departments or brands should have their

own strategic objectives. These objectives should

check back to the MISSION.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

VISION

RESEARCH is next.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

VISION

RESEARCH should help you determine…

Who are my customers?

What do my customers currently think of my

brand?

Why do my customers choose my company?

Who are my competitors?

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

VISION

RESEARCH is next.

Three Types:

1) EXISTING PROPRIETARY RESEARCH

already done

2) QUANTITATIVE RESEARCH numbers

(ex: surveys)

3) QUALITATIVE RESEARCH emotions (ex:

focus groups )

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

VISION

RESEARCH is next.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

VISION

Your BRAND STATEMENT defines and outlines

your company’s customer-facing initiatives.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

VISION

BRAND STATEMENTS…

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

VISION

Your BRAND STATEMENT defines and outlines

your company’s customer-facing initiatives.

BRAND STATEMENTS…

…Guide the creative process.

…Define the target market.

…Make a promise.

…Provoke emotion.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

VISION

Your BRAND STATEMENT defines and outlines

your company’s customer-facing initiatives.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

INTERNALIZE

VISION

Your EMPLOYEES should understand your

VISION, MISSION and OBJECTIVES first.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

INTERNALIZE

VISION

EMPLOYEES will in turn become your first line of

brand ambassadors, educating customer on the

benefits that you can offer.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

INTERNALIZE

VISION

Your EMPLOYEES should understand your

VISION, MISSION and OBJECTIVES first.

The more your EMPLOYEES are involved in the

branding process, the more connected they will

feel to your company.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

INTERNALIZE

VISION

EMPLOYEES will in turn become your first line of

brand ambassadors, educating customer on the

benefits that you can offer.

Your EMPLOYEES should understand your

VISION, MISSION and OBJECTIVES first.

After your EMPLOYEES are equipped with your

brand’s message, your CUSTOMERS should know

via MEDIA.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

EXTERNALIZE

INTERNALIZE

VISION

TV. Direct mail. Newspaper. Radio. Digital.

Social Media. Outdoor. And more.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

EXTERNALIZE

INTERNALIZE

VISION

After your EMPLOYEES are equipped with your

brand’s message, your CUSTOMERS should know

via MEDIA.

MEDIA is expensive.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

EXTERNALIZE

INTERNALIZE

VISION

TV. Direct mail. Newspaper. Radio. Digital.

Social Media. Outdoor. And more.

After your EMPLOYEES are equipped with your

brand’s message, your CUSTOMERS should know

via MEDIA.

MAKE THE CASE to your CFO by showing ROI.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

EXTERNALIZE

INTERNALIZE

VISION

DON’T KNOW HOW? Contact an expert.

Always Forward…

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

EXTERNALIZE

INTERNALIZE

VISION

MAKE THE CASE to your CFO by showing ROI.

RESEARCH

MISSION

STRATEGIC OBJECTIVE

BRAND STATEMENT

EXTERNALIZE

INTERNALIZE

markkrebs @ windstream.net

Always Forward…

VISION

DON’T KNOW HOW? Contact an expert.

MAKE THE CASE to your CFO by showing ROI.