A Foundation for Your Business

There are 5 essential elements every business should define.
I’m talking about The Big 5, and the exercise I’m about to share with you is one I practice daily with clients when the task is Branding and Positioning.

Why is this important?
Defining your Big 5 creates a foundation for everything you do going forward. It will inform decisions and allow you, as the Chief Communicator of your Brand, to clearly express your core message to your audience and anyone you hire for your team.

As a business owner, there will be some thing you can control, but more things you can’t control. When tough decisions have to be made, relying on your Foundation will guide you through murkiest of times.

This is not to say that your Brand’s identity cannot evolve. It is very likely you will find that your goals and vision shift over time. In fact, I encourage your to revisit your Big 5 every so often, to either confirm your values and vision are still consistent — or to take the steps necessary to begin down a new path.

So what are the Big 5?

Mission Statement:
A company’s mission statement is a declaration of purpose. It is a constant reminder to team members and employees of why the company exists. Your mission statement should clearly and succinctly define the intention of your business in one short paragraph. If you’re feeling bold, aim for one sentence.

Our mission is to illuminate our clients’ message in a compelling way through good design, effective communication and the creative flare unique to our company. We are committed to delivering high-quality technical solutions that enable our clients’ to meet their business goals more efficiently.

Vision Statement:
If for no one else but you, your Vision Statement describes your ultimate long-term goal(s) for your business. What is it that you, as owner, eventually want this business to achieve, when all is said and done? What will your company ‘be’ 20 years from now? What kind of recognition do you wish to obtain, what kind of product do you ultimately want to offer? While you may not have all the resources to achieve that vision now, stating your intention in one short paragraph will help make sure you’re continuously taking small steps in the right direction.

To become an Authentic Leader in the field of creativity and entrepreneurship, and to be known as a Pioneer of Good Design Communication for small business owners.

Core Values:
Put simply, your core values represent the moral and ethical standards of your business. They build your business’ reputation in the mind of your consumers, and give meaning to your logo. Your core values are the key attributes that you refuse to compromise in any situation. They uphold the integrity of your Brand and set a code of conduct for you and all of your team members. Try drafting a short-list of 5 Core Values for your business, each with a short description of how they will be carried out.

Kindness – Treat every client and team member as I want to be treated
Respect – Maintain a genuine regard for the feelings, wishes, abilities of others
Honesty – Always be sincere, direct, and candid when dealing withothers
Patience – Practice calm persistence and determination at all times
Responsiveness – Be receptive and open to changes; flexible and adaptable to the needs of others

Unique Offering
Let’s be honest — there are hundreds, maybe even thousands of people doing the exact same thing you are doing. So, what makes your product or offering different? More importantly, what makes it better? Have you investigated your competitors? Now is the time to do that.

When you become familiar with your competitors, you’ll begin to recognize the void that they leave behind. How are you going to fill that void, and offer a better experience for your customers?

Perhaps there is a need for better customer service. Maybe you have extensive education that none of your competitors have. Perhaps creativity is just oozing out of you. Whatever the case, pinpoint the quality that makes your business one-of-a-kind and then leverage it with all your might.

In addition to providing stellar design and communication strategies, I provide an environment of empowerment and enthusiasm, and regard every client as an immensely creative being, capable of achieving whatever it is they choose to pursue. I offer motivation, encouragement and positivity in a way that no one else in my industry does.

Target Audience
It’ easy to say ‘everybody!’… but it’s not realistic. Defining your target audience will guide you to the best communication strategy for your brand. Without having a clear idea who is on the receiving end of your message, you run the risk of failing to attract anyone at all. The key is to determine who will most benefit and positively respond to your offering – and then direct all your communication toward that demographic. This includes defining age, income, socio-economic background, interests, to name a few.