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Start from the mission

Writer's picture: Chiara D'UbaldiChiara D'Ubaldi

Everyday people start businesses for a thousands of different reasons. Maybe you started your business to follow your passion, or increase your income, or do something you're very good at, or to create change, to follow a dream.


Whatever it was the original thought that started you on this journey, you find yourself wanting to define your brand. You know all the advantages that having a consistent and coherent brand can bring you, and you want to grow. But... where should you start?


I have one answer for you: your mission.


What's your mission?


Your mission is the direction of your brand and business. When I start working on a brand I always start from the mission. This is because in one statement you can describe the real essence of anything you do:

  • who you are helping*

  • what you helping them with, what result they will get

  • how you're planning to do so

(*helping is a common verb for mission statements but not the only one! You could also be inspiring them, offering something, etc)


Why should you start from the mission?


The only element that can cause you to change your mission is your vision, which is your destination, the bigger goal, the reason why you do what you do. But any other decision you take regarding your business and your brand has to make sense with your mission: does this keep you on the right direction? Is this really talking to my audience, the people I'm trying to help? Is this how I said I was going to help them? Is this even relevant at all?


The who, what and how, defined in the mission from the backbone of your business. For this reason having them sorted out will make your life so much easier in order to define all the other brand elements, that will help you create your whole brand.


Answer these questions as much in detail as you can, nail down what you're really doing and who you are really doing this for, and your brand will thrive.

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