MODULE 2: Mission, Values, Tone & Style

Questions you need to answer…

1. Brand Mission Statement: Who are your ideal customers; how do you either alleviate a pain for them OR or increase their happiness; and how do you do that? This is your Mission Statement.

Example: My brand helps [IDEAL CUSTOMER] to [DO/ACHIEVE/REDUCE PAIN] by providing [OUTCOME OR BENEFIT].

2. Core Values: What set of values guides your business decisions? We like this list of values from James Clear and this list of corporate values as a starting point. Choose no more than 5.

3. Brand Tone: What adjectives do you most want people to use, accurately, when they describe your brand? These adjectives will inform the kind of style you use to visually present your brand.