Links to their websites or social channels are always great to add, it gives us an idea of how they are positioning themselves in your market.
e.g. clean cut, bright, fun, rustic, vintage, modern
These do not need to be in your market. Additionally, if you have a Pinterest Board, Behance, or Moodboard that you have created, link them here as these are great visual direction aids.
For example, a security company may want their people to feel safe and assured.
Choose 3-5 adjectives. For example, for a toy brand these might be playful, silly, and adventurous.
Imagine telling a friend off-the-cuff about your business. what would you share first, what type of language would you use?
Think about ways you can differentiate yourself through your brand voice.
Identify buzzwords you dislike, give you a reaction or are phrases you want to avoid.
Patagonia: To save our planet by using business as a tool for positive change. The company's reason for existence is to tackle the environmental crisis by creating sustainable and responsible products, advocating for environmental protection, and inspiring other businesses to follow suit.
Patagonia: To become a model for sustainable and ethical business practices that protect the environment and benefit society.
Patagonia: We’re in business to save our home planet. This Vision embodies both its brand purpose and vision, reflecting its commitment to using business as a force for good to protect the environment and create a sustainable future for all. The company achieves their mission by making products that are environmentally responsible, sourcing materials from sustainable sources, reducing waste and carbon emissions, and supporting environmental causes.
Patagonia:
1. Build the Best Product: Our criteria for the best product rests on function, repairability, and, foremost, durability. Among the most direct ways we can limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use. Making the best product matters for saving the planet.
2. Cause No Unnecessary Harm: We know that our business activity—from lighting stores to dyeing shirts—is part of the problem. We work steadily to change our business practices and share what we’ve learned. We seek not only to do less harm, but more good.
3. Use Business To Protect Nature: The challenges we face as a society require leadership. Once we identify a problem, we act. We embrace risk and act to protect and restore the stability, integrity, and beauty of the web of life.
4. Not Bound By Convention: Our success—and much of the fun—lies in developing new ways to do things.
