Beginning with a brand framework
A brand framework briefly comprises vision, values, and messaging. It can prove a valuable document to inform all content production, whether for internal or external communications and should be utilised by all areas of the business, from customer service through to HR.
Creating a business vision
Have a clear business vision that your customers can respect. Usually, a vision is about solving an identified problem. Some people prefer the term mission, perhaps there’s a connotation of Christian missions, or it just sounds like an arduous and therefore more worthy task. Some businesses go with mission and vision statements, but either way, make sure you, your staff and your customers know what it is that the business is trying to achieve.
Values
A reputation is one thing, a good reputation is another. If you have clear values, and these are well demonstrated through business practices then your reputation will be positive and your brand strong. Don’t go overboard, be succinct here. Business values should come naturally, and support the business vision.
Messaging
From the tone of voice, through to keywords and key messages, make sure your message is clear and consistent if you want it to stick. This means making sure the whole workforce is on the same page. If marketing and sales are singing from the same hymn sheet, then it’s more likely you’ll be providing a positive end-to-end customer experience.
Getting the above in place lays the foundation on which the visual identity should be built and the customer experience strategy shaped. But no matter what stage your business is at, getting a brand framework in place will certainly give you more control in building a reputable brand. As your business grows and the market changes - and hopefully your ambitions widen to match - it’s important to revisit your brand framework too, making sure your vision, values and messaging stay true to your business.
