Designing your brand

A brand that appears simple  (like Apple, Nike, or Nordstrom) is the result of clarity on the following 10 points. Simplicity is the result of a complex and thorough process of deciding who you are and what you’re supposed to do. Whether it’s a new startup, an established business, or a church plant—these 10 points of brand from David Airey are helpful: 

1. Mission
   What are you doing right now, today? What happens because you exist?
2. Vision
   What are or will be the results and effects of what you do in the future?
3. Core values
   What are the attitudes and beliefs that shape your business culture?
4. Unique selling point
   What’s your edge, the thing that makes you stand out?
5. Emotional selling point
   What’s the intangible or aspiration that you sell? Think feelings not facts. Connection, freedom, ego, belonging.…
6. Brand essence
   The core of what you do, the image it portrays and the signals it sends.
7. Tagline
   One line that communicates everything.
8. Identity
   How the consumer perceives your brand.
9. Name
   The verbal hook on which all of the above hangs and is communicated, the icing on your cake. Comes in all the way down here at number nine!
10. Logo
    Last but not least the visual hook that represents your brand, the cherry on the top.

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