Did you know that, its important to know the purpose you company is serving in the marketplace.

Why? Well because, if you know this purpose then this can aid you in presenting an image/brand to the outside world.

Your company’s purpose should be at the forefront of any branding you do, showing everyone your place in whatever market you are in.

When I Say “Nike” What Comes To Mind?

…You think of the ”Swoosh” or as some people like to call it the “Tick”.

However, branding is not just for huge multi-national corporations such as Nike. This is because any company, even if your a sole-trader can benefit from developing a recognizable brand.

What exactly is a brand?

Basically, I consider a brand to be positive thoughts and characteristics that other people associate with your company.

Branding is how you want people to remember your company. 

The majority of companies try to distill these characteristics into a simple slogan or logo. This slogan/logo helps people make a connection between your company and the great characteristics you want them to remember such as Nike do with their “Swoosh” or “Tick” as some people like to call it.

In order to build a foundation of creating a brand you need to know the reason it exists. Usually people are thinking profit here and most likely you are too, however, in reality the majority of these large corporations made back a long time ago wasnt the intended purpose, as they were created by “fulfilling their reason for being”.

What is your company’s purpose?

Without making it clear why your company exists, it’s virtually impossible to develop a brand that will resonate with your customers.

Here are 5 questions you need to ask yourself about your companies purpose:

1. Why was the business started?

Discover the reasons your company began and you’ll learn more about what makes it unique, which will help you create a unique selling point (ill refer to this in a later post).

2. What need do you fill better than others?

Most companies can’t do many things well due to the fact, they focus on small cluster of related activities. However, a company that works to its strengths can brand itself as an expert in that area. This would be beneficial to you because most people would rather deal with experts rather than a company which is in many different areas and can’t really be classed as an expert.

3. What is your unique selling point?The more you stand out, the more attention you get from potential customers.

Example of this would be Adsung.com. Its service is the same as many online advertising companies, however, it offers “Perfectly Blended Ads” as one of their unique selling points, meaning the user only has to paste the code and Adsung.com’s technology blends the adverts perfectly into the content even if your using gradient pages.(I’m going to go into more detail on unique selling points in a later blog post)

4. What commitments are you willing to make?

Make a public commitment, stand by it, and you will stand apart in your field.

5. What is the ultimate reason for your business? 

A purpose statement tells you, and others, what’s most important to your company.

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