How We Find Your “Brand Core” and Why It Even Matters
Why getting clear on your core makes for better creative, and how to actually do it.
I had a great conversation with a client this past week as we worked through our discovery process. We were getting into the “Brand Core” section, the part where we outline Mission, Vision, Purpose and Values. And as we were doing so, I was explaining myself. Outlining why I think this part of the process is even important.
You see, if someone’s coming to us just looking for a sweet logo and some colours, it can feel a bit airy, and maybe even a bit fake. I’ve had clients in the past try to skip this section entirely. Especially when the business is something in the less “sexy service” category.
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“Why the hell should I care about my brand purpose? I’m a freakin’ plumber.” Valid. (And as someone who was recently in the throws of a renovation, I appreciate the hell out of plumbers.)
But my take on it is that: It only feels empty if the answers aren’t true. This portion isn’t about inventing a tall tale to make you seem like something you’re not. It’s about distilling down what’s already there. What’s actually at the core of what you do, and why you do it.
So let’s role-play for a minute, and keep on that example I have up there.
I’m a plumber. Again, not a “sexy service.” Not trendy. Probably not finding too many plumbing moodboards on Pinterest.
BUT, here’s what I know about myself:
I take pride in my work.
I want my customers to feel like they’re in safe hands.
I want to be seen as an expert they can trust.
I deliver on time and on budget.
I communicate clearly and transparently.
Not a crazy answer right?! I think for most people running their own business, this would be a list of true statements. Now let’s break that into something usable.
Breaking It Down To The Core
Mission:What you do, practically and consistently.
“To provide reliable, high-quality plumbing services with clear communication and honest pricing.”
Simple, direct, with very little fluff.
Vision:Where you’re heading. The bigger picture of what you’re building.
“To become the go-to plumbing service in our community, known for trust, reliability and craftsmanship.”
Less about scaling, and world domination (see last weeks issue) and more about a solid reputation.
Purpose:Why you care. Why what you do matters beyond the transaction.
“To give homeowners peace of mind by making stressful situations feel manageable and handled.”
This one’s the emotional layer. Not many people are calling a plumber purely because their day’s going great.
Values:The rules you operate by, and the standards you hold yourself to.
Craft: We take pride in doing the job right the first time.
Transparency: Clear pricing, clear timelines, no surprises.
Reliability: We show up when we say we will, and deliver on time.
Respect: We treat your home like it’s our own.
Accountability: If something’s off, we fix it.
None of that is airy, and none of it is fake. But it is just a structured way of articulating what most good business owners already believe. And when you write it down, it can help sharpen your decision-making about your brand, and it gives you a filter as we get into the fun stuff.
Translating This Into Visual Identity
Now here’s where we get into the aforementioned fun stuff.
If we go back to our plumber. He values trust, reliability, his craft and clear communication. So with that in mind, I’m not about to design the brand like a tech startup.
This is where the “timeless” or “heritage” mindset kicks in, and if you’re following along, you can probably tell from our IG grid, that that’s where we lean. Not trying to be vintage for the sake of it, but making something that feels like it could have existed 50 years ago, and can still be applied today.
The overall direction would be trusted, with a solid, no-nonsense feel.
Type would do a lot of the heavy lifting, with some strong, workhorse lettering. Nothing trendy, overly geometric or sterile, but something with a good bit of weight to it. Maybe a bold industrial sans paired with a practical secondary that’s built for clarity. Sprinkle some supporting script in there for a hit of nostalgia.
Layouts would be structured, intentional, and not overly crowded. There’s a confidence in restraint, with clear hierarchy and clear messaging. If transparency is a value, the design shouldn’t feel like it’s hiding behind gimmicks.
For colour, I’d lean into a palette that would carry some of that trust, without feeling corporate. Off white, with a deep navy or a charcoal. Maybe a muted red or worn-in safety orange. Not neon or playful. Just strong, visible, and built to last. Colours that look good on a van, on a uniform, or on a business card that’s rattled around someone’s glove box for six months.
Iconography would be simple. A custom monogram or mark that feels sturdy and timeless. Something you could imagine being embroidered on an overshirt, or embossed into a leather tool case.
Now this is obviously just the high level overview, but this is what I mean when I say the brand core bleeds into the visuals. If the foundation is about trust and craft, the identity should feel like it was built with the same care. Because ultimately, if you want people to believe you’re reliable, your brand shouldn’t look like it was dressed up in a costume that doesn’t quite match how you actually operate.
You’re not going to be writing your purpose word-for-word on the side of the van, and the mission and values won’t show up as bullet points in every Instagram post, but they’ll be felt. Whether it’s in the tone of voice, in the clarity and layout of the messaging, or even in how the website explains pricing.
And that’s why it matters. Because when the core and the visual identity line up, the brand feels honest and it feels intentional. And people can sense that, even if they can’t quite articulate why.
If you’re a brand owner, and you’re dabbling in trying to figure out these things for your brand, you don’t need to overthink this stage. Start with how you actually feel about your business. What you take pride in, and the standards you hold yourself to. Scribble it out, and you can always refine it later, but I wouldn’t skip it altogether.
I’ve linked our Identity Questionnaire here. You can work through it yourself and see what comes out of the woodwork. You might be surprised how much of this is already sitting there, just waiting to be named and structured.
And if you’re a designer, I’d be curious how you approach this stage. Do you push for it? Do you scale it depending on the project? Do clients resist it at first?
Because for me, the more projects we work on, the more I’m convinced skipping out on this “core” stuff would make my life a whole lot harder. More and more it seems to be the thing that helps set us up for success with the visuals, and stops the brand from feeling hollow when it hits the real world, which is kind of the whole point.
TL;DR
If mission, vision and values feel a bit fluffy to you, they probably just haven’t been articulated honestly yet. Most business owners already know what they stand for, they just haven’t structured it. When you distill that core, it becomes the filter for every design decision that follows. You won’t plaster your purpose on your van, but it will show up in your tone, your layout, your colours, your messaging. And when the core and the visuals line up, the brand feels intentional, not dressed up.
see you next week,
Rory
