How to Write a Compelling Mission Statement

One of the more frequent questions I’m asked is: Where’s the best place to start with branding?
As generic as it may sound, a solid brand strategy starts with a strong mission statement. You’ve likely heard of a mission statement before, but may not know why this is relevant to branding. 

Contrary to popular belief, your brand isn't your logo, color schemes, or look and feel of your website. Your brand is what other people think about your product or service. In order for someone to have an opinion about your business, first they need to know what you do. That's where your mission statement comes in. 

"A Mission Statement is a one-sentence statement describing what you want to be doing in the present and for whom. It should be clear, concise and useful." 
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This isn’t the place to be aspirational. You should be able to deliver on your mission statement from day one of your business.  There's no right or wrong as far as the length of the statement. I've seen really compelling mission statements that are two words long. The most important factors are that it's descriptive enough for anyone to understand and easy enough to remember.   If you’ve never written a mission statement before, here’s a
simple format:

 What You Do + Who/What You Do This For

To help you out with this first step to defining your brand identity, here are some examples of strong mission statements from companies we know and love:

TEDx: Spreading ideas.                                                                                                                Google: To organize the world's information and make it universally accessible and useful.
Facebook: To give people the power to build community and bring the world closer together.
Charity:water: Bringing clean, safe drinking water to people in developing countries.

If you want to be a little fancier with your mission statement, you can also add your "why". What is the purpose of your business? What's the bigger picture effect of what you do?

Give it a try! Comment below with your mission statement and we'll share our feedback. 

Want help developing a stronger brand identity for your company? Schedule a brand strategy session with us! 

Brand Concept Moodboard - The Buffalo Farm

When the Buffalo Farm came to us looking for brand strategy, we were straight up giddy to work with them. A glamping style yurt and teepee B&B with a rustic Canadiana vibe!? Yes, please! This is the kind of stuff brand dreams are made of. 

Brand Mood. To pay homage to the breathtaking location, connection to local wildlife (the property has a buffalo and horse sanctuary), as well as the family's American Indian heritage, we kept the look very earthy and raw. 

Color Palette. Deep, majestic hues that call to mind the turning of the leaves, pine trees, the local well where patrons will gather their water - it's all part of the authentic off-grid experience this incredible business has to offer. 

Typography. Connecting a hip modern font like Alternate Gothic with the typewriter-esq Lekton gives the brand a balance between craftsmanship and new-age design. 

Signage. We drew inspiration from other cool general stores and breweries that fit the brand's vibe. The property will soon be adding a medieval structure micro brewery on location - the first of its kind. 

Website Direction. With such incredible, original photography and a landscape that will make you rethink your studio apartment, we wanted a template that would reach right through your laptop and pull you into their world. 


How to Book More Clients Through Branding - Part 1

Marketing has evolved. It’s no longer about what you make but the lifestyle and experience you promise. By positioning yourself with strategic branding and messaging, you can attract the unicorn clients that you’re dying to work with. I know this from personal experience.

At the beginning of launching my branding business, I had no clients or packages in place. For the first several months I floated around, putting elaborate proposals together, attending 3 networking events minimum per week, and working my little bum off, trying to find work in all of the areas I had experience in; social media, copywriting, content strategy, branding, etc.

"I thought that I’d make myself more relevant and appealing to more potential clients by trying to be all things to all people, but in reality I made NO MONEY."

The tragic irony was my branding was all over the place. I had a pretty website, but it was unclear what I specialized in, what made me different from my competition, and which types of businesses were a right fit for me. It wasn't until I got crystal clear on my brand identity that I started to book clients. Following the steps I'm sharing below, I've effectively doubled my income and can happily say I'm attracting dream clients that I love working with. 

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Step 1: Brand Clarity + Positioning

"Branding is about so much more than just a pretty logo or website." 

The first step to creating a successful brand is to get seriously clear on your offering + ideal clients. Don’t worry if you don’t have the best assets at the beginning. Having a solid brand story is more important. Get a solid brand strategy together and, if you’re a service business, set up clear simple packages (even brand them if you can) that are easy for customers to understand and refer you.

Learn more about what goes into our Brand Sprint strategy sessions. 

Step 2: Laser Focus

"Focusing is about saying no." - Steve Jobs

With your solid brand strategy in place, say buh-bye to anything (including new work) that doesn’t fit your brand and vision. Don’t try to be the Jill (or Jack) of all trades. Even though you may get bit jobs easily, it makes your brand unfocused and hard for customers to latch onto when you are not focused in an area of expertise people can count on. You end up scraping the bottom of the barrel instead of getting the focused clientele you want. Taking on every opportunity will never help you get to the level that you want to get to. 

Step 3: Get Comfortable with Self Promotion

Once you've nailed steps 1+2, you'll need to create some brand awareness for what you do. The easiest way to do this is to start with your personal network. Don't get this confused with selling to your personal network. You should instead think of this as simply getting coffee with old acquaintances to catch up with what they are doing and maybe share what you've been up to.

Tip: I designed a simple (non salesy) email and sent it around my personal network; the 5,000+ contacts I had in Gmail, LinkedIn, old rolodexes, etc.

The purpose of the email was friendly and casual, and the only call to action was to set up a call or in-person meeting with me to catch up and see if there was an opportunity for synergy. No expectations were made. I booked one person as a direct result of this email campaign, but I also got the word out to old managers, coworkers, friends, etc. about what I was doing. I’ve really made an effort not to abuse these lists/contacts. I only email my contacts at large once per year now to keep the word out about what I’m doing. Think of it as a business Christmas card. 

Step 4: Talk About Your Topic

“A thought leader is someone with proven expertise and experience who isn’t afraid to share it with the world without direct compensation.” – Jay Baer

There are so many ways to do this; workshops, speaking on or hosting your own podcasts, sitting on panels, speaking at relevant events, writing for a publication in your subject area. There are plenty of companies out there looking for speakers on a variety of topics. To get the best response, find the organizations that fit your brand and are looking for your particular gifts. 

I got my start teaching workshops on branding at a tech school I had an existing relationship. They’ve been so popular that I’m now asked back twice per month and I’ve taught them for other accelerators and organizations around Los Angeles. Putting a little time and energy towards this every month will pay dividends in the end. I’ve recently booked a handful of clients that were on panels with me or attendees of my workshops.

Want more help getting clear on your brand? Get our free Brand Planning Worksheet with helpful tips on creating a brand that attracts!

How to Win at Instagram For Your Small Business

Instagram is such a great way to share your brand and really engage your customers through content. If you’re not already using it for your business, you may be missing out on a huge opportunity to market to your customers. It's simple to use, free, and with a little planning doesn't have to take up too much of your time to do well. Don’t worry if you don’t have a lot of followers at first. I recently booked a 10k customer as a result of my Instagram, and I only had 200 followers at the time. 

Let's break down how to win at Instagram for your brand, step by step:

Branding Your Instagram

Set Up Your Profile.

  • Account type - Use a business account vs. a personal account. The main difference is that a biz account gives you a contact button on your profile which makes it easier for customers to reach out.

  • Handle - Choose a name that is homogenous with your brand name. If your grand name is your actual name, like mine is, it’s okay to use your name. If it’s not, I’d recommend either starting a separate business account, or adding your business name to your Instagram profile. Consider even changing your handle.

  • Profile image - Use something that’s clearly associated with your business, either a logo or if you have more of a personal brand, it’s okay to use a headshot, just make sure the picture is in line with the look-and-feel of your content. I’ll chat more about what that means in a minute.

  • Bio - Keep this short, sweet and on-brand. For example, if your brand voice is more casual and witty, your profile should follow suit (emojis are okay). If it’s more refined and professional, don’t have a bunch of emojis in there. Stay consistent.

Create Quality Content.

  • Vibe - Your photos should all have a stylized look and feel to them, but they shouldn’t all be of the same thing. If you go to my Instagram, you’ll see there’s different kinds of posts - some speak to how we work, some promote the work we’ve done, there’s some mood images, quote posts, etc. but they all have a similar look to them: clean, a lot of white space, but creative, relaxed, almost like a luxury vacation. This is very intentional, we want our clients to feel at ease when they are interacting with our brand.   

  • Colors - Stick to a color palette that fits your brand. Our color palette consists of white and gray colors with pops of green, turquoise and some blush. Decide on this ahead of time to make it easier on yourself to pick which images fit your look.

  • Originality - I won’t sugar coat it for you, when it comes to your images, original content is so important. That said, it takes time and money to create that content, but it is a worthy investment. I’d recommend reaching out to a photographer that has a style you really like, see if they’d be willing to do a trade. The good news is you can create content in one session that can be used over and over. Not all of the content has to be original, but we use roughly a 70/30 ratio. 70% original, 30% stock or repurposed. Also, find ways to be unique with your content that will grab your viewers attention. 

  • Caption - Don’t forget about your captions. Having dreamy photos is great. Having dreamy photos and an engaging caption is gold. Your captions should also be written in your brand voice. As a good rule of thumb, your caption should aim to either evoke an emotion or action, or educate your audience. For example, we’ll educate our audience on what makes a strong brand and what our process is, or snip-its from my workshop with a call to action to attend.

  • Boost -  When you have a photo that really speaks to what you do, the value you bring, in both the photo and the caption, with a clear call to action, boost the post. It was through this $10 boosted post that I ended up booking a $10k client. Talk about a return on investment. 

Make a Plan.

  • Strategy - Write a mini strategy for your ‘gram. Decide what 3 things you want to communicate through your Instagram feed, and stick to that. For example, if you want it to have a really inspirational vibe to it, etc then the look, tone, and content should all feel upbeat.

  • Moodboard - Get on Pinterest and start pinning ideas and inspiration for what you might like the look and feel of your images to be, colors, etc.

  • Visualize Your Feed - I mentioned this earlier this week, but I recommend using something like Planoly which allows you to upload photos ahead of time to see how they will look with your other photos, this is the best way to get a really consistent look and feel for your account.

  • Hashtags - Find popular hashtags that fit your brand and put them into a Google Drive doc that you can refer back to when you’re creating posts. I’d also recommend grouping them by theme, if needed. Also, to give your content some flair, create 1-2 hashtags of your own or use your name. For example, we use #madebyryandco for anything we share that we created, and #brandlikeaBoss which is our tagline.


  • Connect - It's not enough to just post content, this is social media (emphasis on the social part). When you're starting out, it's important to spend time engaging with your audience.

  • Find your tribe - Hashtags are a great way to find people who you are interested in marketing to. For example, if you see our hashtags, we use a lot of the bosslady and staybossy ones as well as some that are targeted to small business and more targeted ones that related specifically to branding.

  • Follow - Find people who have a similar vibe to yours and follow them. Instead of just giving your business cards out when you meet people at networking events, give them your Instagram handle and take theirs down too. It's the best way to stay in touch anyways.

  • Interact - Comment on other people's stuff, genuine comments, not just ‘love this’. In fact, as often as you can, ask questions in your comments, it opens up


5 Steps to Take Before You Hire a Designer

We see it all too often, and it's like watching someone swimming in a lightning storm. SBOs and entrepreneurs slap a shiny new logo or business card on an idea that hasn't been thought through yet because they're sure it's the piece they need to create a successful business. YIKES, you like to live dangerously, dontcha?!  Not only does this often create a flat brand, it can create inconsistencies in messaging because there isn't a north star or foundation to work from. Can your business be successful still? Sure, you'll probably start to figure these things out one at a time, thousands of dollars and countless hours later. But, it's going to take your customers AWHILE to trust your brand, remember who you are, or take you seriously. Ultimately, you'll be taking the long route to figure out what I'm about to share with you.

Thankfully, you're reading this message and (cleverly) decided to set your brand and business up the right way! You go, Glenn Coco! Before hiring a designer to create your visual identity, follow these 5 steps to establish a roadmap for your brand. 

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Step 1: Research Your Competition

This may sound obvious, but before you create a brand, you need a product. But not just any product. A product with a strong market fit, something that isn't already available. Doing a little research into your competitors goes a long way in determining whether or not your product is (a) needed and (b) already out there. If someone has already snatched up your idea (those vultures!), how might you be able to create a unique offer? Is your product addressing a different pain point? Will it be marketed to a different clientele? Or, is there an opportunity to establish a unique process or story behind your brand? Either way, you'll want to make sure there's room for you in the industry before you spend a dime on branding.  

Step 2: Establish Your Product

Congrats! You've found a hole in the market where your brilliant idea can make a killing! Tough part is over right? Hmmm, not quite. Next you need to make sure that you have a revenue model and can actually make a profit. You know, money? That little thing that none of us like to think about but all of us need. The best way to test your product out is to create a kind of lo-fi sample, or a minimum viable product (MVP) as we in the biz like to call it. Think of your MVP as a kind of Costco sample of your product. It can be used to gauge your COGS (cost of goods sold) and test your product or idea with your key demographic. There's a ton that you can learn from user testing that may have some impact on your branding too. 

Step 3: Determine Your Customer

As you begin testing your product (or service), you'll start to notice characteristics of users that are drawn to it. You likely won't have enough data to make a robust customer persona at this point, but you can garner personality traits, likes and dislikes which will help you determine who your target audience is. Once you have this information, it becomes easier to know how you should talk to your customer, which in turn will give you the framework for your brand voice and identity. Look for things like personality traits, male/female, interests, and location.

Step 4: Define Your Purpose

You'll frequently hear about 'defining your why' in business. This somewhat generic phrase is referring to the reason your product or service exists and what you stand for, your core values. Let's say that you have a coffee company, but you only buy coffee beans from responsibly grown farms (if that even is such a thing). That's something you are going to want to reflect in your branding and messaging. It can effect the visual elements too, so it's a good idea to note what's important to you in terms of your product.

Step 5: Choose a Name

What's in a name? A lot, actually. Your name is the shortest, simplest explanation of your product. It should not only tell your customer what you're selling, but what the personality of your brand is. For example, are your products authentic and trust-worthy (ex. Honest Company). Is the most important thing the value that they create for customers (ex. Dollar Shave Club)? Is your brand going to be rambunctious with a surly sense of humor (Dick's Last Resort)? A good rule of thumb is that you should spend as much time thinking about the name of your brand as you do on all of the branding elements combined. After all, once you choose it, you're kind of stuck with it. Sure, there are some ways to work around it, but ultimately you'll save a lot of money if you get it right the first time. Not only that, but it's pretty difficult to create a logo without it!

Ready to work with a designer? We'll help set you up for success with a Brand Sprint strategy session to clarify your brand identity and determine the design direction for your brand. 

When to Invest in Branding for Your Startup

You’ve got an idea for a business. You’ve started setting aside a little revenue to spend on professional branding. Maybe you’ve even put together a Pinterest board of images that represent the look of your brand (good for you!). Now what?

When it comes to investing in your branding, timing is everything. Waiting till you land a few big clients/sales makes sense from a financial standpoint, but often what’s keeping you from getting those big deals is your branding. At the same time, you don’t want to start building a visual identity before you’ve really figured out who you are and what you stand for.

Believe it or not, there is an ideal time to invest in branding and it’s usually not right at the beginning.

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Develop a Brand Strategy

Creating a solid brand strategy is more important than ever in today’s saturated digital market. Your customers (and your competitors) are all online, therefore you need to be online. But simply having a digital presence isn’t enough anymore. If your brand doesn’t stand out as memorable within the first minute of visiting your site, it’s overlooked, and it will be difficult to win back those views.

We see tons of startups spend thousands on a logo and a website to create their online presence before they’ve even figured out how to differentiate their product and their message. Ultimately, these companies have a very hard time creating traction. Their brand identity feels scattered or flat because they haven’t taken the time to create the foundation before diving head first into their branding.

To ensure that your brand is sticky, you’ll want to get super clear on your product value and how to communicate it before you hire an agency or design shop to create your brand’s visual elements. In order to get a cohesive brand that truly engages your customers, your product needs the following elements:

1. A unique selling point

2. An easily-digestible (and memorable) message.

3. A clear vision of what your company stands for and what it doesn’t stand for.

These items are the backbone of your brand. They tell your client what you can do for them, what makes you different from your competition, and why they should care. Without them, you are just white noise.

Lean Branding

So, what happens if you don’t have the experience or data to know what your unique selling point is or a clear brand vision? Or perhaps your business isn’t at the point where you can afford to invest thousands in branding yet? You need some kind of logo and website to test your product with, right? The answer is lean branding. 

Hire a visual designer who can create a basic logo and website for a small fee. This gives you something to get your business out there, to start selling and testing your services in the market. Keep the branding simple so that it’s not such an elaborate change later on. 

Once you’ve had some experience with clients, a strategic brand shop can craft that into something that will take you to the next level.

What the F is a content strategy and does my business really need one?

If you’re a business owner (and haven’t been living under a rock), you’ve likely heard that creating relevant content is an effective way to engage potential customers, improve SEO and drive consistent traffic to your website. The key word here is relevant. Unfortunately, creating content in a vacuum that isn’t related to your business or doesn’t speak to your users can have the reverse effect. It can actually create confusion, mistrust with your customers or make you appear desperate to jump on the content bandwagon.

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If the purpose of your content is to engage with customers and drive more traffic or sales, it’s critical to have a cohesive, on-brand, and professional content strategy before you spend anymore time on generating blog posts, Instagram photos, Facebook pages, etc.

But what is a content strategy exactly, and why do I need one? Can’t I just post this video of my cat and hope people will like it and follow my page?

Kristina Halvorson, author of Content Strategy for the Web defines it best:

“[A] content strategy plans for the creation, publication, and governance of useful, usable content.”

In other words, a good strategy defines the who, what, where, when, why, and how of your content. Think of it as a roadmap that starts with detailed research into who your customers are and what your competitors are doing in terms of content. From there, your strategy should develop an authentic and on-brand voice, tone, look and feel. It should then explain how to use that content on various platforms (social, email, etc.) including frequency. 

Before you establish a robust content strategy, make sure that your brand identity is clear, concise and relates back to your value prop with an in-depth brand strategy session.

How I Launched A Business While Pregnant

Most women will tell you not to make any major changes in your life when you’re expecting. But then, I’ve never been one for convention. So, the day after I found out I was pregnant, I put in my two-weeks notice at my cushy tech job and set out to launch my own boutique branding shop.

Not even 24 hours had passed since I saw those two pink lines on my third test (because every good entrepreneur needs at least three sources to confirm a theory) before I made one of the most life-changing decisions anyone can make.

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While the news of my pregnancy was met with joy and a few It’s about dang time! responses from most, my plans to start a business received some cautionary replies like Are you sure you want to do this?, What about health insurance?, What are you going to do once the baby comes? or the seemingly-supportive Well, you can always go get another job if it doesn’t work out, right? There’s merit to these questions. I was aware of how difficult the choice I was making was and the hardship it could bring to my budding family, but I had already decided to leave the company before I knew I would be adding another title to my resume: MOM. After some deliberation, multiple pros-and-cons lists, and the full support of one very understanding hubby, I decided this was the right choice.

Now on the other side of signing my first few clients, I know this is the best possible time to be taking on both roles.

First Trimester: Navigating New Challenges

Never having had a baby or launched a company before, the first trimester of both were admittedly rocky. Besides the hustle and bustle of building a personal brand and establishing a clientele, I was dealing with perpetual exhaustion and morning sickness (which frequently lasted all day). On one occasion, I ducked out of a conversation with a very promising lead to sprint to the ladies’ room. 

"It was in this moment that I realized why so many women feel the need to sacrifice a career to start a family. This was not going to be easy."

Though some days were less productive than I would have liked, I pushed through and took advantage of my peak energy hours. Every morning, regardless if I was peeling myself out of bed or off of the bathroom floor, I’d journal, meditate or say my affirmations (Read: You don’t suck at this!) to keep my mindset in check. I created a clean and professional website for my business and used my network to get the word out about what I was doing. Plus, I networked my little butt off. With no business cards and little more than a Facebook ad, I started getting some leads that eventually converted to business.

Second Trimester: Forming Key Partnerships

It takes a village to launch a business, or at least to launch one successfully. In the first few months of my venture, I’ve been lucky enough to build relationships with mentors and form strategic partnerships that have landed me leads, additional freelance work, and even an office space. But perhaps the most important partnership is the one I have at home.

It’s crucial in this first year to be selective with which clients and projects you take on, and being on the same page about that with your spouse is everything. My husband provides the emotional and financial support - as well as health benefits -  that I need to get both business and baby off the ground (er, out of the womb). He also shares the responsibilities of our household which makes me feel more comfortable in planning for what the near future of my business will look like with a newborn. I’m excited to have the flexibility of occasionally working from home with our new baby girl when the time comes, but I know that there will be some late nights at the office, or client meetings that run over, or evenings when I’m just too exhausted to figure out dinner. Having that support at home is one of the biggest assets for my business I could hope for.

Third Trimester: Keeping Perspective

One unexpected benefit of being pregnant while starting a business is how easy it is to let things go. Starting a family gives you an incredible perspective on what really matters. I don’t stress about having every answer, closing every lead, or the day-to-day setbacks that come from being my own boss.  Somehow, despite my Type A personality, I have the ability to remain laser focused on the bigger picture; the fact that I’m not only doing this for myself and my husband, but for our little girl. My wish is that someday she will know that she doesn’t have to choose between family and career. She can be great at both. Nor will she have to stay in a job that doesn’t make her happy. She can choose to carve her own path as I am.

Ultimately, what keeps me going past the tough days of early entrepreneurship is the hope that she will be proud of her mama, and maybe even start a business and a family of her own one day.

Planning to start a business while raising a family or already have? Share your advice for other aspiring mompreneurs in the comments below.