Task 4: The Brand

November 02, 2021

What is a mission statement?

This should be a statement made by a company which well defines the company's business, their objectives, and the approach to reach said objectives. In order to be a good mission statement, it should also be "emotionally engaging" to those who come across it and read it.

What is brand positioning?

Brand positioning for a company can be described as the way that a business makes their brand and company appear differently to the public when it is compared to other businesses. This is done and important to brands due to the fact that it helps their business stand out and stick in potential customers' minds better, hopefully leading to more business and profits as a result - a company's 'brand positioning strategy' consists of creating a unique and interesting brand association to stand out in customers' heads, in order to cause them to think of the brand in a certain way (hopefully positively).

What, in business, is meant by values and drivers?

Both values and drivers, when it comes to the business world, are important things to know about and consider when trying to run a business successfully. The 'values' of a company are simply what you as the business runner stand for when it comes to principles (for example, common ones tend to include determination, integrity, respect, innovation, and others that fit a similar theme). This also includes any attitudes and beliefs the company holds and has in common with the staff, like how people there should behave towards others and how the work should be done, as well as the overall standard of behaviour expected at the workplace. When it comes to why these values should be known and considered by a business, it is good for any potential customers to know what kind of service they can expect when interacting with a company and their business, which these values massively help them understand easily.

As for 'drivers', these are considered, in terms of business, to be examples of main inputs and activities that allow the operations and financial results of a business to occur and continue to the success that they can. For example, things that occur in a company's day to day such as salespeople, amount website traffic, number of stores running, price and amount of products sold, unit of production and so on, all fall under the term of a business driver.

How can an individual, business or organisation market themselves?
There are many different ways businesses can decide to effectively market themselves, with organisations and individuals able to follow similar, if not the same foot steps. One of the most common methods of marketing is direct advertising, whether this be on television, the internet (like on sites like blogs or YouTube) or physical advertising (such as in magazines or on advertising boards located around public spaces). Advertising spaces like these are good places for a business to show off any products and/or services they produce, as well as present any values of the company which may be useful for potential customers to know about the business. Marketing like this is most affective when the advert stands out in some way; this is where company branding comes in, with professionally researched and designed logos and company names made to stand out amongst competitors' and stick in the minds of people who come across the business, so if they are ever looking for somewhere that provides a service similar, they are more likely to go to that business as a result.

In business, what is a blueprint and how would this relate to customers and marketing?

A business blueprint can be described by professionals as a detailed description of an organization's processes and system requirements, going deep in detail into every important step of the business' plan for success, how they will happen and the order of which they will too. For example, concentrating on how a blueprint would relate to the customers, "billing", "stocks", "shipping" and "availability" details will be looked into and planned properly as to ensure that the as many customers as possible are as happy as possible with whatever product or service the business is planning on getting into distributing. Similarly moving onto the marketing part of the blueprint, related factors will once again be deeply detailed and planned, as to promote the business to the correct amount and types of audience that the product/service is going to be made for and aimed towards, as to make as many customers and profits as they want to make the business sustainable.