Unit 1, Task 4- the brand

 A mission statement is a summary of the aims and values of a company and is usually very aspirational. If a company’s mission statement is very aspirational and action-orientated, its likely they will never achieve the goal, or it will take a very long time. This allows the business to constantly have something to work towards and always be improving and changing. 

An example of a mission statement is IKEA: ‘To create a better everyday life for the many people’ 

This is a good mission statement due to it being ambiguous, the mission can always be worked towards.

Brand positioning involves creating associations with the brand in customers minds making an audience perceive a business in a certain way and usually making it different to other companies. Brand positioning helps to target an audience and their preferences with the brand, leading to customer loyalty.

Business drivers are things that make a major impact on a business. These include strategies, processes and resources that help a business to thrive and companies should aim to maximise them. An example of creative business driver would be companies who have multiple outlets for their brand. For example, Meantime Media, a video production company, have a base in Norwich and London to maximise their reach.

Business values map out the core standards and beliefs of a business, guiding how they do business. These sum up what a business stands for and links to targeting customers with positive and values. The Big Issue is an example of a creative business which has strong company values (‘to dismantle poverty’).

An individual, business or organisation can market themselves by creating a recognisable brand and logo, so customers familiarise themselves with the company. They can create an attractive website to showcase all information on the company such as core values and why they are the best brand to go for. Business cards, letterheads and envelopes help to create as many business associations as possible with their logo becoming mental imagery.

A business blueprint is usually a strategic plan or solution that prevents a business from failing, including the productivity requirements, targets, jobs and expected outcomes. This relates to customers as the marketing of the business will have a major part in the blueprint and plan. Every part of a business will be formed around the targeting and serving of customers.