How to Effectively Assess Your Business & Brand

Happy Wednesday, my friend! It’s Week Two of Prep Your Biz for 2017 and we are digging into some great information today. We’re going to be evaluating where our business stands in regards to your mission statement, your target audience and your branding.

But first, if you haven’t, head back to the first post in this series. It’s important for you to do a full assessment of 2016 in order to set intentional goals and last weeks post was step one. Click here to go back.

Okay. Are you ready, biz bestie? Let’s dig in.

In order to really create effective goals, you need to assess your business and brand today. We're talking about mission statements, markets and branding!
In order to really create effective goals, you need to assess your business and brand today. We're talking about mission statements, markets and branding!

So here’s the thing. As a business owner, you may find that you are evolving and changing as you grow. It doesn’t matter what business you’re in; growth is the name of the game. Which means that the information you had down about your business in the beginning of this year may have changed.

That’s what we’re going to be talking about today. We’re going to make sure that your business is still on track and update some things to reflect where you are today.

Mission Statement

The first thing that we’re going to tackle today is your mission statement. If you don’t have a mission statement for your business, friend, we are going to take care of that today. Because you will always come back to your mission statement for guidance. Trust me.

A mission statement a short description of what you do for who. For example, my mission statement is something along the lines of this:

My passion and speciality is helping women overcome obstacles and mindset challenges through 1:1 coaching, mindset transformation and strategy execution. I will guide women, never direct and show empathy, kindness and compassion through all that I do.

Your mission statement may be similar but chances are it’ll be different. Because your business is unique and your true mission for it is your own. So now is the time to make sure that your mission statement still reflects your business. Some questions to ask when forming your mission statement are:

  • What do you want to be known for?
  • Who do you want to serve?
  • How will your business benefit others?
  • What does your success look like?

Using those questions, you can form a short blurb about what your business is truly about!

In order to really create effective goals, you need to assess your business and brand today. We're talking about mission statements, markets and branding!
In order to really create effective goals, you need to assess your business and brand today. We're talking about mission statements, markets and branding!

Target Audience

Chances are you already know who you’re talking to. But it’s possible that you’ve evolved in your business to really include a different set of people. Or maybe you’ve shifted gears entirely this year.

This is the time that we review the most important part of our business. Our people!

Without our people, we could not do what we do. So let’s make sure that we are reaching our people.

When you define your market, you need to think about the people that would be most likely to make a purchase from you or sit and read your blog. Don’t say everyone. You don’t want to cater to everyone. That devalues your business, trust me on this.

No. Instead, you want to market to a select group of people. And you can determine who those people are by looking at the customers you’ve already had or who you envision your perfect customer to be.

Ask yourself these questions.

  • How old are they? What is the age range?
  • Are they primarily male or female?
  • What do they do with their time?
  • Why do they want your product or service?

I always recommend creating an actual person to really embody your target market so feel free to create that customer avatar. Create a fictional character that has all of the qualities of your target market. This definitely helps you create content that is more personal and connected.

Branding

Yay! Everyone’s favorite. It’s time take a look at the visuals within your business.

One of the most important things for you to do for your business is keep things cohesive. You want to stand out in a crowd and branding is a good way to do that.

Here are some things to look for.

  • Are your images all similar looking?
  • Does your aesthetic reflect your business?
  • What fonts are you using? Are you keeping it at just a few?
  • Are you using your brand colors for things?
  • Does your website have flow? Or does it feel like a hodge podge of things?
  • Do others recognize your brand without things like your logo?

Of course, there are more questions that you could ask yourself through this but this is good starting point and will allow you to really work on creating visuals that are brand cohesive.

  Okay, my friends. That’s it for this week. Take some time to look over these things and reflect on them. Next week, I’ll be back to talk to you about setting intentional goals and creating action plans.

Until next time, have a beautiful day!

In order to really create effective goals, you need to assess your business and brand today. We're talking about mission statements, markets and branding!
In order to really create effective goals, you need to assess your business and brand today. We're talking about mission statements, markets and branding!