Before you can build an exceptionally strong brand, you need to know why you’re in business. Not what you do, but why you do it. Your business’s ‘noble purpose,’ if you will. Articulating that mission is probably one of the most critical—and difficult—challenges in the branding process. And it’s a challenge for companies of any size and stage, not just for startups.
Without a clear articulation of your business mission, branding is just window dressing. If you’re like many business owners, though, you may find it difficult to separate yourself from your company’s brand. When you’ve been the driving force behind the company, it’s hard to take an objective, external view and see your brand, basically, as your customers see you. The following exercises may help you get started.