Defining Who You Are as a Company

Photo by Jason Goodman
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Allie Blackham

Marketing Content Manager

When you start a new business, regardless of size or industry, it’s important to define its identity and what it stands for as a company. Explore our guide to defining who you are as a company and why it’s important to take this step right away. We also outline how to establish your brand identity with the creation of mission and vision statements and core values.

Why Establishing a Company Brand Identity Matters

Establishing the brand identity for your company is essential for a few key reasons.


When you’re competing with countless businesses, your company needs to stand out from the crowd. Establishing a unique identity sets you apart from competitors by identifying what makes you unique. You can also help customers better understand why they should choose your organization over others by defining a clear brand and what it stands for.


It’s hard to trust a business if you don’t know what it’s all about. A well-crafted brand identify fosters credibility and trust, especially when your business consistently delivers on its promises. Customer loyalty hinges on trust, and establishing your identity with a clear vision and values helps potential clients to trust you.


Another reason to establish brand identity is to ensure consistency across all touchpoints. When a customer interacts with your business, whether through your website, by phone, or through another means of communication, they should have a consistent experience. Consistency is key in building brand recognition and creating a unified image.

Emotional Connections

Brands that connect with customers on a deeper level tend to forge emotional connections that are hard to break. When considering how to establish what your company stands for, think about the values and aspirations that may resonate with your target audience. Incorporate these concepts to appeal to emotions and form strong connections.

Brand Recognition

It’s nearly impossible to build brand loyalty if your customers don’t recognize your branding or even know when they’re purchasing from you. By contrast, a consistent brand identity helps to build familiarity among members of the target audience. You can instill lasting positive impressions in the minds of your customers, simply by creating and sticking to an identity that aligns with their interests.

Steps to Define Your Company’s Aim

Now that you have a better understanding of the importance of your company’s brand identity, you can follow these steps to establish and refine it within your own business.

Create a Mission Statement

Creating a mission statement is a key step in defining the identity of your brand. But you may be wondering, what is a mission statement? Starting with the basics, a mission statement is a brief outline of the purpose of an organization, including its goals and reasons for existence. Your mission statement should be no more than a short paragraph and include concise language that’s easy to understand.

If you’re struggling with how to write a mission statement, take a few minutes to write down the main goals of your company. Think about what you want to achieve in this organization and who would benefit from your products and services. You could also review mission statement examples to get your creative juices flowing.

Establish a Vision Statement

Another aspect of defining who you are as a company is coming up with a vision statement. Many business owners get confused about mission vs. vision statements, but the two have different audiences and goals.

So, what is a vision statement? A vision statement outlines where the company aims to go in the future. By contrast, a mission statement describes the present goals of the company. Look at vision statement examples to get ideas of how to craft your own.

Create Core Values

Core values are the fundamental beliefs or principles of your business that guide the decisions and actions of its leaders. Additionally, a company’s core values define its identity and organizational culture, outlining the expectations for employees and those who interact with the business.

Examples of core values may include:

  • Innovation
  • Respect
  • Integrity
  • Transparency
  • Customer Focus
  • Collaboration
  • Social Responsibility
  • Inclusion
  • Accountability

Communicate with Employees

After establishing your mission statement, vision statement and core values, you should have a clear sense of the current and future goals of the business. The final step is communicating these elements to your team members. Maintain an open line of communication to show your commitment to a positive culture and strong brand identity.

By following these steps, you can define what your company stands for and represents. As a result, you can achieve greater brand recognition, attract and retain customers, and ensure a consistent experience for your target audience.

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