Andrew Barnabas Smith | Designer. Marketer. Strategist.
Designer. Marketer. Strategist.

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Know Thyself

Before you launch into marketing, it’s a good idea to get a few things in order. One of those things is branding.

Simply put, branding is the heart and soul of a company intentionally set in order and defined.

Branding is not simply a logo or a color scheme, but
the ideas these elements help communicate.

These ideas are often organized into what are called brand pillars. The pillars form the basis of all branding, marketing, and design decisions for a company moving forward. They also provide stability as different people and agencies represent a company from time to time. The pillars are:

Vision - Why do you do what you do? What is the big picture that drives you to get up every morning and make it happen?

Mission - How do you accomplish that vision on a day to day? What is the method to your madness?

A good way to think of this is: Vision is big picture, head in the clouds. Mission is day to day, hand in the dirt.

Values - These can be six to eight words or phrases that summarize you mission and vision. They create a way to communicate quickly what your company is all about.

Positioning - What makes you different? What makes your business unique?

Voice & Tone - This can also be called your brand personality. It is a good idea to think about how your business communicates. What kind of language will you use? How will you carry yourself Once you get this down on paper, stick to it.

Look & Feel - After you have figured out all of the above, it’s time to wrap it up in a nice visual package. This includes colors, typography, photography, video, and logos.

These six ideas create a framework that not only eases some of the burden of the day to day, but invests in the longevity of your business.

If you take a look at companies that have lasted through the decades, you will see a clear brand message. They more than likely have strong brand pillars.


 

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