How To Develop A Brand For Your Small Business

In my last blog article, I talked about how a brand is not merely a logo, but the collection of thoughts and feelings you associate with a company that they have communicated to you through messaging. The brand essence is what is at the center of it.

I’d like to elaborate further on the specific elements that make up brand, which is the following:


1. Vision Statement - A vision statement describes what you want your company to become in the future. What does your company aspire to be? How will it inspire others? It should be one sentence in length. It doesn’t need to explain the how the vision will be met. (That’s the mission)

One practical way to help establish a vision statement is thinking about where you want your company to be 10 years from now.


Amazon - Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

Microsoft - Global diversity and inclusion is an integral and inherent part of our culture, fueling our business growth while allowing us to attract, develop, and retain this best talent, to be more innovative in the products and services we develop, in the way we solve problems, and in the way we serve the needs of an increasingly global and diverse customer and partner base.

2. Mission Statement - A mission statement defines the purpose of the company. It should be simple and consist of jargon-free language that's easy to understand.

A good mission statement will act as the company’s compass. The mission directs the company to its vision. With it, anyone in the organization can always judge the direction the company is moving in relation to its stated purpose. With it, one can easily make adjustments to keep the company moving in the direction intended. (


Honest Tea - To create and promote great-tasting, truly healthy, organic beverages. 

Nike - To bring inspiration and innovation to every athlete in the world.

3. Brand Essence - As mentioned early, I talked extensively about brand essence in my last article. To recap, it is the one feeling you want customers to experience when interacting with your brand.

Example: Going to Disney World feels magical.

4. Brand Personality - Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate and enjoys. (


Axe - Masculine, individual, unconventional

Dove - Pure, simple

Nike - Conqueror, competitive, endurance, resilience

5. Unique Value Proposition

A unique value proposition (UVP), is a one- or two-sentence statement that clearly articulates your product or service's unique value, and how it benefits customers. You should ask the question, “Why should I buy from you rather than your competition?

As Sean Harry states in, The Best Little Marketing Plan,

“The UVP should be formulated from the customer's point of view so they can see that what you are offering is what they are looking for. Another great question to ask is “If I were buying this product, what would be most important to me?”

Focusing on these 5 elements will help guide your company create a strong brand. 

But what about the logo?

Great question! You may have noticed that there is nothing related the visual elements of a brand. I like to include those as part of the Visual Identity of a brand, which I will talk about in my next article. (Cliffhanger!)