The Building Blocks of Branding: Brand Foundations, Brand Strategy, and Brand Expression.

In our last post, we explored the basics of branding. Today, we’ll dive deeper on the first step in what I like to refer to as the building blocks of branding. Think of these as the core layers: brand foundations, brand strategy, and brand expression. We’ll start with Brand Foundations.

Understanding Brand Foundations

It’s very common for entrepreneurs to jumping straight into brand expression, like a website and a logo.

I totally get it! Visuals for your business can be fun and impactful, but it’s essential to have a solid base and roadmap first.

Imagine you’re planning a road trip: you’ve got that nice red convertible, the sunglasses, the classic silk bandana. You feel like you’re ready to go, but it’s all looks, no destination.

Again, without a clear brand foundation and strategy, your business won’t have a clear direction.

So, let’s get started.

First, we will focus on these brand foundation elements: your mission, vision, and values.

Mission Statement:

Your mission statement drives your business.

It’s the core of what you do, shaping your company’s culture and guiding your objectives. A mission statement focuses on the present, defining what your business does today.

For instance, at ComePlum, our mission is to vision is to to use photography and coaching to embolden women to fulfill and cherish their purpose.

Homework: Answer these questions to craft your mission statement:

• What do you do?
• Who do you serve?
• How do you serve them?

Vision Statement:

Your vision statement provides direction for the future, outlining what your business aspires to become.

It’s about growth, innovation, and purpose, focusing on tomorrow. A strong vision helps you stay focused on what matters most. A vision statement should be aspirational. It should definitely give you goosebumps.

For example, ComePlum’s vision is to be a social enterprise that empowers and resources 10,000 women to use their skills, businesses, and passions to thrive in their communities.

Homework: Reflect on these questions to define your vision statement:

• What are your hopes and dreams?
• What problems are you solving for the greater good?
• Who and what are you inspiring to change?

Values:

Your business values are the cornerstones of your brand, so your values inform your actions and decisions and help you connect deeply with your target audience.

Therefore, when your values align with those of your customers, it creates magic—fostering loyalty and turning customers into advocates.

Homework: Think through these questions to identify your values:

• What do you want your brand to be known for?
• What principles are non-negotiable for you?
• What drives your decisions and actions?
• What do you do or say that creates advocates or enemies?

At ComePlum, we group our values into three categories:

• Whole World: Social impact, environmentalism, and resourcing.
• Whole People: Confidence, integrity, honesty, and encouragement.
• Out of This World: Inspiration, humor, innovation, and creativity.

From Brand Foundations to Strategy and Expression

With a solid foundation of mission, vision, and values, you can begin to build your brand strategy and expression. A clear understanding of who you are and the mark you want to make on the world will guide every aspect of your branding efforts.

Laying down the building blocks of branding is so important to creating a brand that resonates with your audience and drives your business forward.

Check back for the next installment where we cover Brand Strategy, and don’t forget to watch the Branding Your Business podcast to learn more!

At ComePlum, we work with small business owners to create lovable and impactful brands – get your free Brand Foundations guide template HERE.