What else goes into a company brand? 

Brand purpose alone is not enough to establish everything that consumers should know about a company and what it stands for. Below are the other main branding elements that should be considered alongside the brand purpose. 

Brand vision

Growing brands are forward-looking. Your brand needs longterm vision and goals it constantly strives to achieve. This differs from brand values, which are emulated in the actions of the business. Instead, a brand vision is a goal that can be quantifiedTypical examples are reaching a certain company size or achieving a certain quality standard in the business’s products and services. Of course, brand vision will also influence how the business operates. IKEA’s vision is To create a better everyday life for the many people. 

Company mission

Whereas the brand purpose is more conceptual, the brand mission statement sets out the roadmap the business needs to follow to achieve the purpose. The mission can, therefore, contain a number of smaller goals. However, these will be essential to reaching the bigger landmarks outlined by the brand vision. Coca-Cola’s mission is To refresh the world and make a difference. 

Brand values

Company brand values are the beliefs that it supports in its day-to-day operations. This aspect of the brand can greatly impact how specific processes are carried out. For example, a manufacturer that values sustainability will likely only use certain materials and have more measures to minimise waste. The values will reflect the Purpose and Mission and how the brand might achieve its goals. 

Raising brand awareness

This can’t typically be controlled during the brand creation stage. Instead, over time, businesses can raise brand awareness through different actions. Brand awareness refers to the extent to which consumer audiences are familiar with the company and the nature of its products and services. This is one of the main factors when building trust in a brand and establishing the values your business should be associated with.

Branding services that get results

Vision One’s mission is to support business leaderfacing important decisions and need to understand the customers’ perspective. This is just one of the ways we work towards our goal of being the most helpful research agency possible. Our experts provide tailored market research data containing qualitative and quantitative data to give you the full picture. We are a market research company accredited internationally to ISO 20252:2012 standards. Contact the team at Vision One to discover how we can help your brand develop to where it needs to be.