The Branding Clarity Roadmap

Step 1: Get Clear on Your Values

Use this Value Exercise to help you determine your top three values in business. I provide it as a resource I help clients with their branding so they can come to the call with their values already identified.

Step 2: Clarify Target Markets

It is likely that you serve several different types of people. However, for the purpose of clarifying your brand, focus on your primary audience. This is the audience you want to get really good at communicating with and building your brand to attract.

Once you’ve identified your primary audience, describe them in detail. Use the following questions as a guide. Answer them in relation to what you do in your business.

Pain Points

  • What’s missing from their life?
  • What’s getting in the way of what they want?
  • What is it that they want that they can’t seem to get without help?
  • What are the stories they tell themselves that makes them seek help?
  • What are their biggest frustrations?

Pleasure Points & Goals

  • What are they seeking to add to their life?
  • What is their dream situation?
  • What do they think you can help them achieve (emotionally, not on the surface)?
  • What stories do they tell themselves about their future state?
  • What are their biggest aspirations?

Step 3: Describe Brand Personality

What are the three adjectives that describe your brand’s personality? These words can be used to fill in the following blanks:

  • I want my customers to view me as a [adjective] person.
  • The first time my customers encounter my brand, they see it as [adjective].
  • After customers have interacted with my brand, they feel [adjective].

Step 4: Develop Vision, Mission, and Brand Promise Statements

Your vision statement describes what you want your business to achieve in the long run, generally in five to 10 years—sometimes even longer. It depicts a vision of what your business will look like in the future and sets a defined direction for the planning and execution of your overall business strategies. It can also describe your ultimate reason for existing in a few words.

A mission statement defines what line of business a company is in, and what purpose it serves. It should also define the company’s business strategy and is generally a couple of sentences in length. A simple template for a mission is this:

[Company name]‘s mission is to [primary purpose] by [how your company achieves purpose].

A brand promise is one or two sentences, which internally communicate what the customer can expect from all the brand’s offers. It aligns all product and service development efforts and keeps the business from developing something that is out of the scope of the brand. It defines the scope of a brand in terms of product category, quality, price level, and values. It is NOT a public statement. And it is different from a Unique Selling Proposition in that it is long-term and business-wide.


This content was excerpted from the Author Branding V.I.P. day content, which goes into more detail on all these points, as well as few others. However, this is enough to help you get started.