{"id":8481,"date":"2025-01-10T15:38:06","date_gmt":"2025-01-10T13:38:06","guid":{"rendered":"https:\/\/homepage.rs\/uncategorized\/kako-se-gradi-jak-brend\/"},"modified":"2025-01-10T16:26:11","modified_gmt":"2025-01-10T14:26:11","slug":"how-to-build-a-strong-brand","status":"publish","type":"post","link":"https:\/\/homepage.rs\/en\/blog-en\/how-to-build-a-strong-brand\/","title":{"rendered":"How to Build a Strong Brand?"},"content":{"rendered":"

When we think of the famous duo\u2014mission and vision\u2014most people imagine dull, generic lines of text “sitting” on a page of an official document, statute, or in the digital age\u2014on a website. In any case, it often seems like someone put them there “because everyone does it, and that’s how it should be,” rather than recognizing their fundamental importance for defining and guiding a brand, business, or company.<\/span><\/p>\n

Mission and vision are not just a collection of beautiful words; they define who you are, what you stand for, what you aspire to, and where you want to be.<\/span><\/p>\n

It is crucial to address these core questions so that you, your employees, partners, and, most importantly, your clients or customers can recognize and better understand you.<\/span><\/p>\n

Why are they so important?<\/b><\/h3>\n

Mission and vision primarily serve to clearly define the purpose and direction a company is heading. They help create a unique brand identity, maintain authenticity, and stand out in the market. This unique image is equally important for employees. To prevent everyone from interpreting the company in their own way, a clear mission and vision are established around which the entire team aligns. They act as a compass, keeping everyone involved in the brand\u2019s operation and growth on the same course, united around a common goal.<\/span><\/p>\n

Take the brand Veja, for example, whose mission is sustainable and ethical footwear production. Veja is transforming sneaker manufacturing by combining socially responsible projects, organic materials, and economic fairness. Their vision is to become the leading brand in sustainable footwear and inspire fashion brands to follow their example.<\/span><\/p>\n

As a growing segment of the market, led by Generation Z, values authenticity and purpose, placing great importance on social justice, environmental preservation, and mental health, they expect the same from brands and companies. The first requirement becomes sharing the same values, followed by \u201cWhat does this product or service offer me personally?\u201d<\/span><\/p>\n

All of this leads to clearer, more concrete, and more authentic communication with the target audience when the mission and vision are well-defined. It also fosters alignment with employees, who rally around the same purpose and goal.<\/span><\/p>\n

Examples of Best Practices<\/b><\/h3>\n

Although it may initially seem trivial, defining a mission and vision is a serious task whose outcome should not be a collection of neatly arranged, abstract concepts. Instead, it should be something truly real and tangible\u2014something that is relatable and clear to everyone \u201cat first glance.\u201d Poetically speaking, it\u2019s the solid foundation we stand on, the guiding idea, and the face we show to the world.<\/span><\/p>\n

Here are some examples of mission and vision statements from well-known brands and companies:<\/span><\/p>\n

\"\"<\/p>\n

GOOGLE<\/span><\/p>\n

\"\"<\/p>\n

IKEA<\/span><\/p>\n

What\u2019s Next?<\/b><\/h3>\n

Now that we know this, you might be asking\u2014what\u2019s next?<\/span>
\n<\/span>The first step would be to organize a workshop with your core team that leads the business, to collectively identify the essence of what you do and what you strive for. If you feel the wider team should be included, focus groups with employees are also helpful.<\/span>
\n<\/span>It\u2019s recommended to hire an external consultant who can assist in defining the mission and vision. In any case, the following guidelines will help you better understand these concepts and define them together with your team.<\/span><\/p>\n

How is the Mission Defined?<\/b><\/h3>\n

The mission is determined by the core function\/task of the brand or business that differentiates it from the competition. It is defined by key values that reflect the reasons for existence. In short, the mission guides us and shows the direction. It provides the reasons for our existence, answering the following questions:<\/span><\/p>\n