Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.

Sir Richard Branson, Business Magnate

Brand awareness is more than just posting on social media and hinting about the product, good, or service one created. It shares information about the unique value proposition (UVP) and how the business and brand solve a specific problem for a particular concern. For brand growth and development, it's sharing a consistent message using different marketing tactics and niches.

The brand’s story is the reason why one decides to launch their business and share their idea with others. It encompasses the catalytic moment one creates a solution to a problem. The brand’s story holds the authenticity and originality of the business. It is what establishes the uniqueness of the company.

A mission statement is a description of the company’s purpose and its unique stance on a specific issue. It generally outlines the need for the business or organization and the solution it provides to address a concern. A mission statement keeps the business, organization, brand, and team members focused on their positioning within respective industries and the uniqueness they provide to a specific problem.

According to Forbes, 42% of businesses that close within the first five years do so because of inadequate market demand (Forbes, 2024). A vision statement helps define the sustainability model for the company beyond five years –- from customer and client acquisition, retention, audience engagement, and social responsibility. 

Sharing a brand’s story, crafting a mission statement, and defining the brand’s vision are three essential tasks for establishing a business foundation, and eventually the growth and development models. An effective marketing plan utilizes this information to map out a strategy to enhance brand awareness, visibility, and audience engagement for brand expansion.