Branding is the heart of any marketing strategy. You are not selling products or services, you are selling you.

Perception is Reality

Your communications to your audience shed light into your business and your brand. You have to make sure you are bringing forth the correct messages so that you do not confuse them. 


Simply put, branding is not just who you are but more importantly, how your brand is perceived. It is what makes your brand you and it is how consumers identify with you. We have to understand branding before we can ever start to market effectively. Marketing encompasses the tactics we use to tell people who you are and what you can do for them. The tools we use for this include websites, social media platforms, video marketing, paid advertising, etc. 

If you want to effectively communicate anything to your audience, you must have a healthy understanding of who you are as a brand and a company. How does your brand interact with your community? How do they see your brand and its place in the community? All of this boils down to your brand’s core ideology, its belief structure, character, culture and operating principles.


Core Ideology is a “must have” standard for any company. Core Ideology is the unchanging belief structure that guides and navigates the company mission and vision statements. Without Core Ideology, a company is simply floating aimlessly in a sea of attention without a map or compass.

Core Values – You have to have them. Just pick three to five words that will describe your company, its beliefs, and its character… and these words will go unchanged forever. Check out our Core Values page for some examples. We have five core values that we use to keep our ship straight. Then each of our brands have their own mission and vision statements.

Core Purpose – Your mission and vision statements make up your company’s core purpose.

The mission statement defines why you exist, who you serve, and why you are different. It should be as concise as possible, clearly understood, and adopted by all employees. 

Your vision statement is your company’s long-term goals or aspirations. It should be just one or two sentences and be a guiding light for decision making.


Once you have your core ideology figured out, everything you do as a business should fall within the boundaries of that ideology. All business decisions and your marketing strategy have to hinge off of that ideology. Not only will your audience have an increasing trust in your brand, but you will see a positive culture shift within your company. 

All of these elements work together as components of your brand. Once the core ideology is articulated you can begin to circulate your brand image with a very powerful marketing strategy.


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