mission

Branding 101

June 1, 2020by ShannonLeave a Comment

So you’ve finally decided to build your brand, Hooray! What next?

Before we dive in, let’s take a look at what branding actually is – whether you’re branding your business or creating a personal brand:

Branding: Is the act of shaping how the public perceives you, your product or services. Great branding involves aligning your personal perception of your brand, your mission and values with the public’s perception of your brand through consistent communication and creative.

Simply put, your brand is only what people perceive it to be, so branding strategy is the act of aligning your vision and mission with how the public views you/ your brand.

Let’s dive into Branding 101, the BASICS, to help you define your brand’s mission, core values, target audience, tone of voice and logo!

1. Mission Statement

Your mission statement is a statement of purpose and vision, it communicates what your brand stands for, your goals and your value proposition. This statement should be clear, short, inspiring and authentic to your brand’s values. A great mission statement speaks directly to your ‘Why’ or the core belief that drives your brand.

Your mission statement should clearly define What you do, Why and How you do it. I would start by defining your ‘Why’ and once you’ve established that, what you do and how you do it will fall into place.

To define your ‘Why’ consider the deeper purpose driving your brand’s identity: What value are you offering your community? What is your purpose? What do you stand for? How does your brand solve a problem for your customer and how is it different from everyone else?

Brand Mission Statement Inspo:

“To nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.” -Whole Foods Market

“To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.” – Warby Parker

“Spread ideas.” -TED

” Our Mission is to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” – Patagonia

Image Credit: Brooke Cagle

2. Establish Brand Core Values

Core values are a set of guiding principals that establish the foundation of your brand, this set of fundamental beliefs should drive every decision made within your brand. To define your core values, ask yourself what core themes and beliefs are at the center of my work? These should be un-shakeable, as they determine both what value you offer to your community and what your mission is as a brand.

Brainstorm key-words that you find to be fundamentally important to you and your mission as a brand, choose five of those words that resonate deeply and let those five core values drive everything that you do. If you find yourself questioning whether or not to write a post, create a product or post a piece of content to social media, ask yourself: does this align with my core values? If the answer is no, don’t move forward. This is a great barometer for your brand! To build a devoted audience and community, staying true to your core values and mission is incredibly important!

Your brand will resonate with individuals that share your core values, people align with brands that share their belief system and stand for their shared values and aspirations.

Core Value Inspo:

Authenticity, creativity, health, spirituality, achievement, adventure, community, self-expression, beauty, contribution, wellness, mental health, friendship, humor, leadership, technological advancement, connection, family, optimism, security, purpose… and so many more.

Image Credit: Brooke Cagle

3. Identify Your Target Audience

The community that you wish to serve is at the core of your brand, identify your specific niche and get really detailed! Create a profile for your ideal customer and create content that speaks directly to them by offering a solution to a problem they have.

But how do you find your target audience?

Some questions to consider: What is their age, their gender and what is most valuable to them? What problems do they need help solving? What do they want to achieve? What does their lifestyle look like? What are they searching for online? What online platforms do they use regularly? Where can you find them in their free time?

Once you create a clear picture of who your target audience is, you can better serve them as a brand.

People want to support brands that align with their belief systems, if you stand for what they believe in and if you provide them value in some form, they will advocate for you!

Image Credit: Hillary Ungson

4. Brand Tone of Voice + Personality

This is how to show up in the world and how you communicate to your audience. Your brand’s tone of voice is a culmination of your mission, brand values and target audience; The way you communicate and the personality that comes through in your copy and creative content should align with your beliefs as a brand. Your Voice should be consistent and distinct to you and your brand’s mission, it conveys the personality and ethos driving your brand and can build deep connections with your audience. Your Tone is the subtle inflection that can vary slightly depending on the content and the platform. Your tone of voice is incredibly important to building authentic connections to your audience, so stay true to your mission and values when deciding how to communicate to your community. Choose a tone that will allow you to convey your message as clearly as possible and will resonate deeply with your community!

For example, a scientifically driven medical brand will want to communicate with authority and poise, they wouldn’t want to communicate in a casual manner or use slaying or pejorative language. On the other hand, a holistic health or yoga brand will use language that resonates with their customer on a more personal and spiritual way, this language may be softer and more inspirational as opposed to authoritative.

Your brand’s tone of voice should be a reflection of you and your values, this will bring a sense of authenticity to your communication. While your tone across different platforms may vary slightly, consistency is key to retaining the trust of your audience.

Image Credit: James Resly

5. Brand Mood Board

Mood Boards help you visualize your brand’s visual identity, by gathering a set of key visuals, designs and color stories, you can create more clarity and strategic direction for your brand. For help defining your brand’s personality, logo, brand colors and fonts, I suggest creating a branded mood board that visually aligns with your brand’s purpose, mission and tone. This board will serve as a visual representation of your brand’s visual style and can help you identify what brand colors, fonts and content styles best communicate your message and story to your audience. My favorite platform to use is Pinterest, simply create a private board and let yourself go wild! Keep in mind, don’t just pin any image you like to this board, try to keep your brand’s mission, tone of voice, value-proposition and target audience in mind when brainstorming your brand’s visual identity.

Image Credit: Joyce McCown

6. Content Pillars

Brand’s often have a set of content pillars that drive their creative content strategy. When planning and posting different types of content, brands will consider different sub-sets of their audience and think of creative ways to target individuals using a number of different content styles. This can help bring your brand to life by varying the content you post, creating dynamic, engaged posts that bring your brand’s story to life. These pillars are often targeted toward different sub-sets of your audience and niche, individuals within your audience that seek specific content to fit their goals and needs. Content pillars are at the core of your creative strategy and can come to life in many different ways, they centralize around core themes that stem from your brand’s mission statement. Content pillars represent relevant topics for your target audience, they can be centered around a core service or product that you offer

An example!

Brand: Natural Snack Food Brand

Audience: Health-focused millennial women, men in their mid-30’s seeking improved physical health, mid-30s father’s/mother’s seeking healthy snack options for themselves and their children

Content Pillars: 1.Recipes 2.Lifestyle Photography 3.Educational Health and Wellness Content 4. Brand Storytelling

Each of these pillars tie back to a core service or product that this brand offers, yet the creative content and style of communication varies depending on which content pillar their creative falls under. With consistent visual style and tone, all of this creative content will still align with the brand’s mission.

Image Credit: Nathan Dumlao

6. Logo + Variations

A killer logo can help your audience identify you across different platforms. The best logos are clear, legible and distinct. Your logo should tie into your tone of voice and clearly communicate both your brand name and the essence of your brand and mission. In terms of logo design, simple often works better. Symbols can be used to help bring clarity to your design, but make sure that they don’t detract from your overall design. Once you establish your main logo, you’ll want to create a set of variations to use in different circumstances. These should all work together cohesively. Logo and branding design are a unique and coveted skillset, hiring a professional designer can be a huge help, but there are great, free resources online as well!

To dive deeper into logo design and inspiration, I suggest that you check out these great resources!

Canva

Béhance

7. Brand Colors + Fonts

There is a true psychological meaning behind choosing brand colors, certain colors have automatic and often sub-conscious associations. When choosing your brand colors, think back to your statement of purpose and target audience, what mood or emotion would you like to convey through your brand colors? Font choice may seem simple and obvious, but there are important subtitles to consider like clear legibility, how you will incorporate several different fonts (especially when considering website design), modern versus traditional serif fonts, the weight and size. I suggest exploring the links above for more inspiration and assistance in defining your brands colors and font choices.

Image Credit: Keila Hötzel

Creative Strategy

Reframing Failure: The Opportunity for Growth

May 29, 2020by ShannonLeave a Comment

“Life is amazing. And then it’s awful. And then it’s amazing again. And in between the amazing and awful it’s ordinary and mundane and routine. Breathe in the amazing, hold on through the awful, and relax and exhale during the ordinary. That’s just living heartbreaking, soul-healing, amazing, awful, ordinary life. And it’s breathtakingly beautiful.”
―L.R. Knost

Our lives have their own seasons, like the growth, inspiration and clarity of Spring, the energy, excitement and adventure that Summer brings, followed by the cool respite of Fall and then Winter, the season of darkness, rest and introspection.

All of the seasons of our lives are here to serve us and give us deeper insight and wisdom into who we are and what our soul-mission is.

Life has a natural ebb and flow, but when we hit a low-point, often caused by perceived failure, it’s easy to hold onto that sense of lack and loose sight of the incredible growth that can emerge from destruction. We all experience the season of quick growth, hustle, and inspiration, but this season cannot last forever, it’s just life’s funny way of slapping you in the face and telling you to wake up!

When we move into the season of rest and introspection, this is often caused by a breakdown in our work or personal lives. Dwelling in the past, yearning for more energetic, inspirational days and over-analyzing what went wrong is a natural way of coping with uninvited change. Failure is inherent to life, yet we are almost always working to avoid it a any cost. Once we come to fully embrace failure as an opportunity, we have overcome probably one of the most challenging dilemmas that we experience as humans.

When we reframe our mindset around failure, we invite new insight that would never had arisen without the fall. We can see this as a full reset-button, an opportunity for you to honor the growth you’ve made and move forward with intention.

Busy isn’t always better.

Interestingly, the season of hustle and deep work can manifest it’s own set of challenges. Often when we are so busy, that keeping our heads above water is the only goal, we can become distracted from our ultimate intention and mission. It can be challenging to maintain clarity when we don’t have time to breathe, to step back and take a look at the bigger picture.

Find the opportunity hiding in your slow season, hit the reset and find clarity and intention in your work and life. Take the feedback that your received through your ‘failure’ and find growth in your new insights.

The real challenge is tied to all of the fears that start to creep back in when you’ve hit the season of rest. It is an incredible thing to have the space and time to focus on yourself and your soul-mission. Unfortunately, our fear wants to keep safe, and keep us small, it works incessantly at risk-avoidance and will try to convince you that the unknown is a risk that you just can’t take.

The unknown, the space in which all new creative ideas emerge, the limitless potential that hides within, is ultimately the most precious gift that we have as individuals.

If you take a deeper look at fear, it is almost always tied to what is most important to us, that thing that matters so deeply to us that we must protect it from uncertainty. There is a sense of vulnerability tied to pursuing an idea that is so deeply important to us, but we cannot protect our wildest dreams without stifling them at the same time.

It is natural for us to avoid the challenge that is the unknown, it is a physical and mental response in our bodies to avoid failure. But ultimately, the safe and easy route won’t ever lead you in the direction of incredible success and passion.

Honor Your Unique Journey

Finding an un-shakable sense of belonging, no matter what stage of life that your’e in right now, will show you that you are exactly where you’re meant to be. Honoring your journey, requires that we find compassion and wisdom in the challenges that we’ve faced. We always do the best that we can under the circumstances that we are given. Period. You are an anomaly, the fact that you exist in the time and place that you do, is an incredible gift. Embrace your journey, even if it’s been a rough one, you have a unique perspective that literally no-one else has or will ever have again, that is a gift that your challenges have given you.

Find Wisdom in the Feedback

Failure and success go hand in hand, you cannot have one without the other. Through failure, we receive feedback and new insights into ourselves and our mission. When we release the meanings and stories that we create around a perceived failure, we allow for new wisdom and a deeper sense of self-awareness and emotional intelligence to emerge. The avoidance of failure and discomfort will keep you small; protecting ourselves from pain is a futile effort, so move toward your fear, move toward the work that brings you the most excitement and inspiration. There is not a scenario in which everyone will always like you, or agree with you; you WILL receive feedback from the people on the side-lines that don’t understand your work. Ask yourself – Do I want to water-down my ideas or work to suit those people? Nope. Move toward your passion for you, and for those out there that will love what you do. Gather insight from the feedback, and keep moving forward.

If your’e not failing, your not trying hard enough.

Embrase The Challenge

We are constantly presented opportunities that challenge our current state of being; with an understanding that we will grow through these obstacles, move toward what you fear most. When our current state is being challenged to grow, we experience a breakdown, but through the breakdown we have the opportunity for an incredible breakthrough. We must challenge our fears and the comfort of safety to grow and evolve as individuals, the breakdown is expected, and it is uncomfortable. But what arrises from the death of the old is infinite possibility. Knowing that challenge is inherent to growth, we have no other choice than to embrace it and know the our discomfort is a sure sign that we are growing.

Commit to taking aligned action toward your soul-mission.

Be in pursuit of magic.

Lifestyle, Uncategorized

5 Books That Will Change Your Life

May 11, 2020May 11, 2020by ShannonLeave a Comment

1. Start With Why By Simon Sinek

How Great Leaders Inspire Everyone to Take Action

Image Credit: http://www.charellegriffith.com

Key Takeaways:

People don’t just buy what you do, they buy Why you do it. People want to support brands that align with their belief system, purpose-driven brands that stand for something will establish an audience that will advocate for them.
Great leaders inspire action. “Leaders who start with what they believe are the ones who inspire those around them, because in the end, we all follow those who lead not for themselves, but for others.” – Simon Sinek
The Golden Circle: Why –> How –> What. Before you define what you want to do and how to do it, establish the ‘Why’ that drives you. Everything else will fall into place if you have identified your core-beliefs and mission behind your work. Once you define your ‘Why,’ ‘How’ and ‘What’ you do will come naturally. Your process and the value that you are giving your community or customer base should all be driven by your mission and core values
There is a biological and scientific reason behind these theories – The Limbic Brain is responsible for our feelings of trust and loyalty, this is often unexplainable and a natural response to what we perceive around us. Core beliefs are at the center of this brain function, when something resonates with us on a deep level, it is touching on our value and belief system. Clearly communicating your ‘Why’ and mission can allow you to deeply connect with the right audience for your brand, an audience that will advocate for you!

2. Mindset By Carol Dweck Ph.D.

The New Psychology of Success

Key Takeaways:

Carol Dweck Ph.D, a pioneer in the study of human motivation, has defined two distinct mindsets that vastly effect one’s life-outcomes. She uses the terms Fixed vs. Growth Mindset to examine how one’s outlook and belief-system can impact ones motivations and drive to learn and grow.
Individuals with a Fixed Mindset believe that one’s intelligence and skill-sets are ‘fixed’ or static throughout one’s life. They believe that we are born with certain skillsets and these are not changeable.
Individuals with a Growth Mindset believe that intelligence and new skillsets can be learned and cultivated. They believe that through effort and a motivation to grow and learn, that any skill is attainable.
Dweck notes the differences between these two distinct mindsets through her study and research. She believes that those that have a Growth Mindset are much more likely to succeed and thrive.
Some important characteristics of someone with a Growth Mindset: embraces challenges, sees effort as a path to mastery, open to constructive criticism as a learning tool, persists even when faced with setbacks, finds inspiration in the success of others, has awareness of their flaws but believes that these can be overcome through concerted effort.

3. The Gifts of Imperfection By Brene Brown Ph.D.

Let Go of Who You Think You’re Supposed to Be and Embrace Who You Are

Key Takeaways:

This is a guide to cultivating self-worth and self acceptance.
Brown offers us tools to find courage, overcome shame, fear and self-consciousness.
Vulnerability is a practice in whole-hearted living, true self-acceptance and finding bravery in the face of fear.
Brown reframes the idea of vulnerability, which is often viewed as a weakness. She believes that our ability to embrace the vulnerable side of us, the side of us that avoids uncertainty and rejection, will allow us to feel truly empowered and self-actualized. Vulnerability is your superpower, your way of truly connecting on a deeply human level, both to yourself and to those around you.

4. The Power of Now By Eckart Tolle

A Guide to Spiritual Enlightenment

Key Takeaways:

Life is a series of present moments, cultivating a true sense of presence in the ‘now’ is a practice in mindfulness.
Become an observer of your thoughts without judgement, your thoughts are not ‘you.’ Thoughts occur and they can be released just as fast if you choose to observe them, and not to believe them or make value judgements based on them. Enlightenment is achieved by rising above thought.
Pain is a result of resistance, anxiety is a physical and emotional response to a perceived outcome that has not occurred.

5. The Subtle Art of Not Giving a F*ck By Mark Manson

A Counterintuitive Approach to Living a Good Life

Image Credit: http://www.jessannkirby.com

Key Takeaways:

“Not giving a fuck does not mean being indifferent; it means being comfortable being different.” – Mark Manson
Simply put, the key to living a good life is not giving a fuck about more things, but rather, giving a fuck only about the things that align with your personal values.
This book is about making an intentional decision about what you truly care to give a fuck about and letting everything else go. We spend so much of our lives concerned over trivial things, things that we have no control over and this takes our time an attention away from the things that truly matter to us.
We only have a limited amount of energy and we must choose to direct that energy towards fuck-worth endeavors, things that bring us joy, passion and inspiration. Align yourself to things that are true, present and fundamentally important to you.