The next few tutorials are going to talk about brand and how you can begin to define your brand to add value to your business.

There are so many experts out there with different ways of creating the brand, I think I’ve been a bit self-conscious, or worried that someone was going to question the method or process I use. I shouldn’t worry, really. I learned this method from an agency I worked with a few years ago, modified it a bit (to make it more practical for small business) and it has stood me in good stead ever since.

The most important thing is it creates a structure for your brand that you are happy with, that does justice and gives credence to your brand. Something that your employees are happy with and can buy into – they are your ambassadors, your touchpoint with customers and consumers and it is vital they can live with and espouse the values that you create. Most important, it’s something your customers can identify with, can feel at one with, can make a connection with in a way that is unique and personal to them.

The method uses a ‘brand triangle’ which builds from a base where we define what we do in  fairly basic terms, then thinks about how our customers feel about the brand, the personality we communicate, the values we hold and ultimately what makes us different.

We are essentially creating a set of emotions and descriptors that we use throughout our business. In our communications both internal and external, in our recruitment, our training, our delivery, in our websites and social media posts. The more we use these words and phrases, the more we grow comfortable with them, the more we believe them and the more we are proud to shout about them. They are your brand. 

The first part of that is a mission statement. Your mission statement drives the company. It is what you do – it drives your objectives and it defines what it takes to reach them. Everyone quickly understands what you are about, what you offer and why you exist.

Your mission statement should be clear to your employees. Something that they know, understand, and be proud of – it will both shape and reflect your company’s culture. A solid mission statement motivates a team to advance towards a common goal

Many companies have both a mission and a vision statement. A mission statement focuses on today and what an organization does… while the vision is more about the future and what you want to become (we will come to this at the end of the brand exercise)

The task here is quite simple. Try and create a mission statement that answers these questions. What do we do? Whom do we serve? How do we serve them? Build them into a single statement of intent. Don’t overthink it. It’s not set in stone, it can be changed and shifted until everyone is happy with it.

There is a video on Youtube and you will find the tutorial at

Chris Perkins is a Part Time Marketing Director, working with clients to provide marketing leadership, strategy and direction. This course has been designed as a FREE to access resource to enable SME business owners and teams to create a workable business plan through a series of simple exercises.

If you require further help to manage your marketing strategy and execution, please email