Know Your Brand Purpose

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are talking about ensuring customers know why you are in business.

Companies generally have a mission and vision statement that are shared internally so management, employees and any other stakeholders know the purpose and values of the company and how they guides planning and drive business decisions. Frequently, mission, vision and why a company is in business are far removed from customers.

Recently I visited an establishment that very clearly displayed to customers their purpose for being in business. Firestone Complete Auto Care center proudly displays this message on their door for all customers to see:

Our Purpose
To be the most trusted provider of automotive care in every neighborhood we serve.

This message clearly states the Firestone brand promise and sets expectations with customers.

Let your customers know the purpose behind your business. Just remember, when you make that brand promise, you have to deliver.

Once a Day Marketing™ inspires clients to brand bold.Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501.1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: General • Positioning (Bonus) • Strategy • Tactics