May 20, 2024

It’s about your mission, your vision, your values, your personality, and your positioning. Let’s dig a little deeper into these elements and to learn more about brand building, visit learn more.

The assignment – This is the way of your brand. In particular, it should answer these questions: what is your goal? What do you want to accomplish as a business? Be strategic and focus on the exemplary aspects to communicate to your targets. This pillar should act as a “magnet” and attract customers or candidates who feel challenged by your objectives. This is an opportunity to tell your company’s story: a good way to humanize it and make it unique.

The view – If your mission is anchored in the present, your vision projects in the long term and your organization’s future. It gives meaning to what you do while inspiring your teams and customers to follow you in achieving your ambitious and realistic goals. How do you see your brand in 5 or 10 years? What fuels your passion? What concrete actions can you take today to move in this direction?

The values – What is close to your heart? How do you want to make a difference in your industry and community? What do you value above all else?

For example, your values ​​can range from integrity to surpassing oneself through hospitality and teamwork. Define few; from two to four, no more! Think about how they are embodied internally, for example, in your corporate culture, or externally, in particular in the choice of your projects or clienteles.

The personality – An essential aspect of your brand identity, this pillar encompasses your organization’s voice, tone, and perception of these two factors. Your personality should be memorable as well as recognizable.

Is your brand likable, bold, innovative, tongue-in-cheek, or direct? How does your design align with this pillar? Your personality guides you in particular in your interactions with your customers and prospects. It would also benefit from being crystallized in a brand guide and an editorial guide to ensure its consistency.

The positioning – Halfway between the overall perception of your brand by your targets and your definition, your marketing positioning designates the unique space you occupy in the landscape of your industry.

How is your expertise different from others? What is your unique value proposition that convinces people to choose your products and services or apply to join your team? Perhaps your targets turn to you to take advantage of your outstanding customer service or to learn more about your industry? learn more on