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What is a Brand?: Values, Mission, and Purpose

What is a Brand?: Values, Mission, and Purpose

November 13, 2020 by

Home > Zig Zags > What is a Brand?: Values, Mission, and Purpose

Wondering how your brand is perceived?

Trying to figure out what should be at the heart of your brand?

In this episode, Jessica Scanlon and Kevin Ring talk about what branding truly is. Many business owners think branding simply means what their logo looks like, but there is much more to it than that.

Branding is the meaning behind a company. It’s everything that your employees and customers come in contact with in regards to your company.

When you have a clear idea of what you’re trying to accomplish with that brand, you can make better decisions on product and marketing. 

5 Components of Branding:

  1. Purpose
  2. Value proposition
  3. Personality
  4. Branding
  5. Customer Experience

Know Where You’re Going

Jessica talks about an exercise she did with the Hot Dog Marketing directors where the question was asked, “What are we doing?”

At that point, Jessica felt like she didn’t really have a good answer to where the business was headed. This unclear destination makes it nerve-racking to commit to large, worthwhile investments in the business.

Having a brand goal to shoot for helps get everybody (including employees and customers) on the same track.

Finding Your Purpose in Business

Are you familiar with the term “vocation?”

It’s more than just your career. 

Jessica explains that vocation is when that thing you really enjoy dovetails with what the world needs from you. Your vocation has to be more than just what you like doing. In business, this means that what you’re offering needs to be something that people are looking for.

Bottom Line: Be About What People Care About

As much as you may not want to believe it, you can’t force someone to care about something.

Instead, design your brand about what people already care about. Align with their vision for a better world. 

________________

Are you ready to get strategic marketing the helps your business reach its goals? Don’t wait, contact Hot Dog Marketing to get started.

Jessica Scanlon

I’m a mom, a small business owner, and I’m a marketing professional with over a decade helping businesses with their branding and online presence. When I’m not spending time with my family or on my business, I love cooking (and eating) and snuggling with my dogs while I binge on TV shows. My favorite authors are Malcolm Gladwell and Steve Martin. My favorite movies are L.A. Story, Little Mermaid, Hedwig and the Angry Inch, and Trainspotting.

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Cedar Park Fun
Cedar Park Fun
22:31 04 Feb 20
We have worked with Hot Dog Marketing on a couple different projects and are still amazed at how easy they are to work with. They expedite the... process without cheapening the product. They are affordable, efficient, and have provided us with the guidance and insight we needed for our marketing. We are very happy to be working with them!!read more
Elizabeth Youmans
Elizabeth Youmans
18:00 12 Jan 20
Hot Dog Marketing recently completed the launch of my new business's website and I couldn't be happier with how it turned out! They truly listened to... my vision and made it a reality. The design team was so impressive that I chose to also have them design and print my business cards and other print marketing material. My local pet care company, Delighted Paws Pet Care, now has a cohesive and professional (but still fun!) look and brand. Hot Dog was also able and willing to work within my limited budget. They were transparent from the beginning of what they could and could not accomplish within my financial means and executed very much to my satisfaction! Thank you Jessica, Melissa, Brandon, and the entire team at Hot Dog!read more
Ana Alv
Ana Alv
13:36 17 Dec 19
Sadly the person that contacted me asked me first what my budget was and if it was between 3,000 to 5,000. When I said no she said I want not their... ideal client.read more
Pat Hubbard
Pat Hubbard
18:35 17 Nov 19
Awesome casual place...the chili is the bomb
Matt Baker
Matt Baker
14:31 30 Oct 19
The entire team at Hot Dog Marketing is very professional and exceptional at customer service. Its refreshing to work with a company that works hard... and clearly wants to do their best each and every time. We highly recommend Hot Dog Marketing if you want to see your company reach its next level of potential! Matt Baker, Realtor/Owner of Baker Realtyread more
Williams Innovation
Williams Innovation
23:25 29 Oct 19
Jessica and her team are AMAZING to work with. I don't know they take the jumbled up notes and conversations and build an entire design and messaging... strategy out of it. They were spot on every time they presented an idea. We will continue to work with them and urge anyone else looking for design, messaging, or marketing to USE THEM!!read more
Lauren Candela
Lauren Candela
17:20 14 May 19
Our website re-brand with HDM went smoothly and successfully. They were accommodating with each of our requests, and kept us informed with regard to... completion timelines and project goals. We look forward to working with the HDM team again.read more
Pamala Marley
Pamala Marley
15:01 18 Apr 19
An amazing team of creative professionals to collaborate with! They took the time to really understand and become part of the essence of my vision. I... love my amazing website!read more
Kevin Aderholt
Kevin Aderholt
21:20 06 Feb 19
Hot Dog has served the Austin area small business community well! They provide amazing services to both start-ups and established companies, and I... would recommend them to anyone.read more
Shannon Black
Shannon Black
16:15 25 Jan 19
I am so VERY happy with the content that the team at Hot Dog Marketing creates every week for my preschool business. From what they write and... articles they choose for my ads/posts as well as the pictures of our students they choose to highlight, they are outstanding on every metric that matters. It's night and day compared to the last company I hired. They are charging me less for doing MUCH better work! Our Google ranking, which was near the bottom of the first page, is now landing on the top half. We are showing up on maps when we weren't before. I've been in business for 12 years and other businesses much younger and smaller than ours were getting better results, but no longer! At our second meeting, they even gave me suggestions for the website, which I have since implemented, like starting a blog, to help drive more traffic to it. If I have a question or don't like something (no matter how small), they are incredibly responsive. And as we grow with more locations, they will grow with me, which I can't wait to experience. I am absolutely THRILLED they are handling my account and am incredibly grateful I found them.read more
Colvin Electric
Colvin Electric
14:18 30 Nov 18
We are extremely happy with Hot Dog and what they have been able to do for us! We went from not having any online presence at all to being found on... Google, Facebook and everywhere else we need to be and have seen an increase in call volume within the first few months. We highly recommend Hot Dog for all your digital marketing needs!!!read more
Catherine Allen
Catherine Allen
22:56 06 Dec 17
Working with Hot Dog Marketing has been the most stress-free amazing experience ever! Jessica and her staff members, Alexa and Brandon, are very... gracious, easy to work with, and extremely responsive. They all listened to me and what I, as a small one-man business, needed from the very beginning. I love my new slink, professional looking, website.read more
Jennifer Gardner McMorris
Jennifer Gardner McMorris
21:30 09 Aug 17
Hot Dog Marketing was professional and fun to work with from beginning to the end. They really listened to what my vision was and did a great job of... bringing it to life. I would highly recommend them for website, branding or marketing needs. If you want to work with a small business that loves what they do and does an amazing job, then Hot Dog Marketing is for you!read more
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