What are the three elements that create the Brand's heart?
1.Brand Purpose
2.Brand Vision
3.Brand Mission
People connect to people
We all had an experience of feeling attached, attracted or impressed by someone just by how they talk, their voice or how they think. The image created in our mind stays for a long, and we naturally start idealising that person. In some cases is how friendship or relationships in general start. Rarely are we bound that much to objects, and even if we are, it is because it helps us to define our style, present something in our personality, or give us a specific status, either personal or belonging as part of the community. And again, that only helps us connect with other individuals with similar likes, ideas and visions.
Why do certain brands have more influence on us than others?
Their products are not just a computer, perfume or music etc.
We feel a kind of belonging and attachment as we may experience with another person. Remember the 90s when everyone was wearing the t-shirt of his favourite band, proud to show their musical choice to everyone? Why every creative aim to buy an apple? Or the endless argument about which camera is better, Canon or Nikon? Why do those brands have so much influence on us, so we proudly defend and spread their reputation?
As you can see, the influence brands have on us is deeply rooted in our evolutionary history. Brands that can tap into our natural tendencies are more likely to succeed because they meet us where we're at. The next time you find yourself drawn to a specific product or Brand, take a step back and ask yourself why. Chances are, there's a good reason for it. And understanding how and why brands influence us can help us make better decisions about the products we buy and the companies we support.
The imaginative personality of our better selves and the higher purpose brands give us.
Some brands offer us more than just the benefits of using products or services. One is because those brands have well-defined personalities, a character in which we recognise ourselves or how we would like to look and behave. But more importantly, they make us feel we serve the highest purpose than ourselves.
Those brands relate to us, and using their products almost makes us feel like we have become part of something more significant. These brands establish a purpose, mission and vision that resonates in us and make us part of their journey, which becomes ours.
These are some examples of how we feel about certain brands:
- Allow us to customise them and highlight our personality (you can install any app on your Apple);
- Become part of a community of selected people (a professional photographer uses Cannon cameras);
- It gives us a status (I feel unique I wear Shanel);
- Creates a role model for us (I want to be like Steve Jobs, I use Apple);
- Associations and Pleasure (If I drink coca-cola, I will be happier)
- Security and respect/status (Drivin Mercedes)
The logo, in many ways, is the first impression your customers will have of your brand. Make sure it follows your brand standards and speaks its message well.
The three elements that create the Brand's heart
Not incidentally, we call those trees the heart of the Brand. They lie in the very foundation of the creations and represent a strategic point of expansion. If used wisely, it can raise an organisation as a leader, not because of its product or service benefits but because of the belief system it creates and represents. It can become a symbol of something that inspire people and make changes.
Brand Purpose
First of the trinity is the brand purpose. The brand purpose is the short statement that represents the Brand's appeal and creates connections with like-minded people. Most often, to make it, you need to combine what you are good at, what you like to do, what the world needs and what you can be paid for (Inkigai Circle of life). But the most definitive brand statements are those delivering the belief and value system of the Brand, an idea more significant than the business itself. It is a powerful tool that can generate leads of loyal followers.
Brand Vision
Is the brand promise for the future. It is the extension of the brand purpose, expanding the same idea or belief in the future vision. How will the Brand look in 10-20 years? What changes will the environment or the community benefit from, and how will it do it differently?
Brand's Mission
is a statement that shows how it behaves during its journey. It represents how a brand will achieve its vision or, in other words, its strategy statement for that journey. It is a tactical tool that creates a bridge between the Brand's purpose and the Brand's vision. Differently from the brand purpose that must stay solid and unchangeable, the brand mission can change with the brand scale over the years. It is one of the most crucial ways to unite and inspire a team and must resonate with the organisation's values and belief system.
Creating the Brand's Purpose, Mission and Vision is a crucial branding process that will define the Brand for the future. It is a strategic method to specify your audience, clear the way to your achievements, and explain what success is for you. That will bring more personality to your Brand and implant a heart in it. Remember - people connect to people, not to corporations or objects. Creating your brand core will make it more human, understandable and close to an actual person.
The Brand's heart attracts followers, team members and supporters, all individuals with similar likes, ideas and visions. The more your core is strong, inspiring and motivational, the more loyal your brand supporters will be.
Stay true to your Brand
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