8: Brand Mission and Values
use the brief and your interview to establish the company's mission beyond turning a profit. The client may have this defined already prior work with your client to write a mission statement and a list of values. This may be shared an external communication or simply provide a basis for internal working and this branding project the values and mission of a brand to find its place in the global community and how it relates to the world. Thinking about brand values. The reason that that's important is because beyond making a profit and the consumer relationship, the brand needs to be a global citizen. They need to stand for something just because you know, nothing exists without an impact. So even if it's just about their manufacturing processes, brands now need to have their values reflected in what they do because if they don't it's going to come out, we live in a social media age where brand values are important. So anytime you're creating a new company and a new brand identity, you n...
eed to think about the values and identify them and use them as building blocks for your brain communication. Other thing about brand values is they work retroactively. They can be a litmus test for your work. You can say here are our brand values and put them up on the wall and then every time you make something new as a brand logo, brand launch packaging, you say does it fit these values and you're able to, you know, not just go based on opinion, but go based on something you've agreed on, you know, really is at the heart of your company. So identify these values and you know try to try to use them when brands build clear values into their D. N. A. People select their products based on beliefs and shared values. Thinking of some of these companies that have done a good job of sort of presenting their values. One of them is we work, they made headlines recently going meat free. If you go to Woolworth's website here their values of being inspired, entrepreneurial, authentic, tenacious, grateful. Together we work has taken a moment to kind of like show what their values are and why it's important to them but when they made decision to go meat free, it really got them some press and what was interesting to me and why I highlighted it is because it was about sustainability. This wasn't just a random choice. They listed the environmental impact on the world and it was monumental and by showing what they stood for as a company and making a change, they were able to broadcast to the world you know what they believe in another example of a company that has gotten great press recently for broadcasting their brand values is Patagonia. They did a program to protect public lands. Not only is Patagonia leader and outdoor apparel and equipment, they're also known as a company that wears their brand values outwardly and acts based on these values. Most recently they have a fight to protect public lands. Patagonia is also a certified B. Corp be corpse are a new kind of business that balance purpose and profit notable be corpse include Ben and jerry's Kickstarter and Dannon Yogurt. It's a global community of companies and this is something that when you're creating a new brand, you can talk to your client and find out if they're interested in becoming a certified B corporation as a way to broadcast their values and how they want to be a global citizen. Tom's is another example that's really well known because they pioneered the thought of 1 to 1 giving today. They've given more than million pairs of new shoes. And so I think, you know, things like this are direct drivers of purchases where someone wants to be a part of something that is doing good in the world. It's very active. I'm going to have to buy shoes. It's great if that can also be a donation. So it lets people feel like they're not changing their life able to do something for the greater good, having a consumer goods company that has values that positively impact the world in different ways. That can be a part of a branding strategy that is incorporated into the heart of the brand and then comes out and attracts people when I was working on the Okie project. We wanted this to be front and center, you know and talk about how the company was health and wellness company but also wanted to be a global citizen that meant for us was having recyclable packaging that had the least environmental impact possible. And also looked great. Actually, shifting from plastic to glass because of the environmental impact and the brand quality that we wanted to convey to show what the brand values were for the company. So it's your job as a designer. When you're thinking of brand values to unearth them, clarify them and inject them into design. Going back to the interview, you might want to ask your client what are the brand values? You might want to use this as an exercise where after you've done all of your research on the category, thinking about what the consumer needs, talking to your client, thinking of their brand values, along with your first creative presentation, get them approved, You know, like I'm saying unearth them, clarify them with your client and then inject them into design. So once you have an agreement and you say, okay, this is what the company stands for. Now, you have building blocks, you have ideas, you have the why that I spoke about before from the combination of your your brief and all these things. Starting to build up a why behind your work and why you're why you're making this branded in the system