Build Your Brand: 3 Components for Every Business

May 13, 2024

Three components can help you build an impactful brand identity that resonates with your audience and stands out from your competition. Define your mission and purpose, craft compelling messaging, and leverage photography, videography, and design to convey your brand’s story.

Define Your Mission and Purpose.

Your brand’s mission and purpose are the foundation upon which everything else is built. The “why” behind your business is the driving force that inspires you and connects you with your audience. To define your mission and purpose, ask yourself the following questions:

  • Why did you start your business?
  • What problem are you solving for your customers?
  • What values guide your business decisions?

Clear answers to these questions will help you articulate a mission statement that guides your internal team and communicates your brand’s unique value to your audience.

Consider a small organic skincare company. Their mission might be: “To provide natural, sustainable skincare products that nurture both the skin and the planet.” This mission clearly states what they do, why they do it, and what values they stand by.

Use Messaging to Convey Your Mission and Purpose.

Once you have a clear mission and purpose, the next step is to craft messaging that consistently communicates these elements. Effective messaging should be:

  • Clear and concise: Avoid jargon and be straightforward.
  • Consistent: Ensure your message is uniform across all platforms—social media, website, advertising, etc.
  • Emotionally engaging: Meaningfully connect with your audience by tapping into their needs, desires, and values.

Continuing with the organic skincare company, their messaging might include phrases like “Nurture your skin naturally” and “Sustainable beauty for a healthier planet.” These phrases are simple, consistent, and emotionally resonant, reinforcing their mission and purpose.

Leverage Photography, Videography, and Design.

Visual elements like photography, videography, and design are powerful tools for conveying your brand’s mission and purpose. High-quality visuals can tell a story at a glance, evoke emotions, and build a strong brand identity. Here’s how to use these elements effectively:

  • Photography: Use images that reflect your brand’s values and mission. For the organic skincare company, this might include photos of natural ingredients, eco-friendly packaging, and happy customers using the products.
  • Videography: Create videos that showcase your brand’s story, process, and impact. Videos can bring your mission to life and provide a more immersive experience for your audience.
  • Design: Your brand’s visual design—logo, color scheme, typography—should align with your mission and purpose. A cohesive design language helps build recognition and trust.

The organic skincare company might use earthy tones and clean, minimalistic design to reflect their commitment to natural and sustainable products. Their videos could feature behind-the-scenes looks at their ingredient sourcing and testimonials from satisfied customers.


Building a strong brand requires a clear mission and purpose, compelling messaging, and impactful visual elements. By focusing on these three crucial components, you can create a brand that stands out and deeply resonates with your audience. Remember, your brand is more than just a logo or a tagline—it embodies your core values, ethos, and commitments.

© 2024 Taylor Ashford. All rights reserved.