Tag Archives: mission statement

First of all, a strong logo is a crucial part of branding, but it’s not the full picture of your marketing communications. Many businesses stop after getting a logo designed, thinking they’re set for success. In reality, a logo is just the foundation of your brand home — it’s what you build up around it that creates a memorable and effective brand.

So, what marketing communications do you actually need to support your brand and ensure consistency across all touchpoints as well?

1. Brand Messaging & Brand Voice Guidelines

Your visual identity is important, but your brand voice is what gives your business personality. In reality, a well-defined brand voice ensures consistency and a cohesive message across all platforms, from social media posts to email campaigns. Overall key elements include:

  • Mission statement: why does your brand exist?
  • Core values: what principles guide your business?
  • Tagline or brand promise: a short, memorable phrase that sums up your brand.
  • Tone of voice: should your brand sound professional, playful, authoritative, or conversational?

2. Website & Digital Presence

Your website is often the first impression people have of your brand. After all, it’s your digital office. Therefore, welcome people in! A well-branded website might include:

  • Consistent typography and color palette: match and support your logo.
  • Clear, compelling copy: speak to your audience’s needs.
  • A strategic homepage: immediately communicates what you do and why it matters.
  • SEO-optimized content: help people find your brand online when they type into a search engine.

3. Social Media Branding

Every social platform is an opportunity to reinforce your brand identity with digital marketing communication. Beyond using your logo as a profile picture (avatar), you could create:

  • Branded cover images & templates: for posts and stories.
  • A defined content style: are your posts inspirational, educational, or entertaining? Are you using video marketing?
  • Consistent brand voice: build recognition and trust over time with captions and responses.
  • Content calendar: plan your posts in advance to leverage business milestones.

4. Business & Marketing Collateral

Next, your brand needs to be cohesive across every touchpoint, including physical and digital marketing materials. Even small details like branded invoices or packaging inserts help reinforce your identity. In this category, some must-haves include:

  • Business cards: still a powerful networking tool.
  • Brochures or one-pagers: great for in-person meetings and events.
  • Pitch decks or presentations: professionally designed slides make an impact.
  • Email signatures: a small but powerful branding opportunity.

5. Email & Advertising Templates

Every ad or email you send is a chance to build brand recognition. Therefore, consider:

  • Branded digital templates: for newsletters, and sales promotions.
  • Consistent print and digital ad creative: again, match your brand colors and tone.
  • Landing pages: continue the look and feel of your website, but for special events, promotions or initiatives.

6. Customer Experience Touchpoints

Looking past marketing materials, your brand should next be reflected in every customer interaction — even how you greet customers in-store or on calls. So in addition, consider branding elements:

  • Customer service responses: Branded email templates and a consistent tone.
  • Packaging design: Unboxing experiences create lasting impressions.
  • Automated messages: Order confirmations, appointment reminders, and follow-ups.

7. Unconventional Marketing Communication Touchpoints

Finally, beyond the usual marketing materials, some of the most memorable brand moments happen in unexpected places. Sometimes, the smallest details leave the biggest impression. In short, the more your brand feels alive across all touchpoints, the stronger the connection with your audience. Hence, here are some unique ways to reinforce your brand identity:

  • Branded Wi-Fi Network Name: If you have a physical location, renaming your guest Wi-Fi to something fun and on-brand (e.g., “Caffeinated_WiFi” for a coffee shop) adds a small but clever touch.
  • Custom Hold Music or Voicemail: Instead of generic hold music, why not reinforce your brand’s personality with a custom message or a carefully chosen playlist?
  • Unique Job Titles: Instead of “Customer Service Rep,” what about “Customer Happiness Hero”? Use titles to reinforce brand personality. Indeed, just ask Julie, our Chief Rocker.
  • Branded Auto-Responses: Even automated out-of-office emails or chatbots can carry your brand’s tone. So instead of “We’ll get back to you soon,” we might say something fun, like, “We’re out on the Porch—expect a reply in 24 hours!”
  • Surprise & Delight Moments: Send an unexpected thank-you note, add a quirky Easter egg to your website, or include a handwritten note in a shipped package to make your brand feel more personal.

Marketing Communications Can Help Build a Cohesive Brand

A logo is just the start of your brand’s identity. So overall, to build recognition and trust, you need a fully developed marketing communications strategy that extends across every platform and touchpoint. By creating consistency in visuals, messaging, and customer interactions, you ensure that your brand isn’t just seen — it’s remembered.


On the Porch, we are often asked about the differences between Mission statements and Vision statements. Having clearly defined Mission and Vision statements as part of your strategic plan can help your company perform better than your competitors in the short and long term as the two serve very different, yet important purposes.

Mission Statements vs. Vision Statements

Mission statements define the present purpose of a company by addressing the following three things about your company:

Vision statements define the future purpose for the company by addressing the following two things about the vision for your company’s future:

  • WHY your company exists – Identify your purpose.
  • WHAT your company wants to achieve over time – Identify your goals.

Successful Mission Statement: The Short Term

One word can be used to describe successful Mission statements – short.

  • They should be short and to the point, using only a sentence or two. Clear, succinct mission statements make it easy for employees to understand and articulate your company’s Mission, allowing them to know how they contribute to accomplishing it.
  • They should be short term, addressing a shorter timeframe (one to four years). This allows for refining your Mission statement as needed due to economic or product changes.

Perfect Vision Statements: Focus on the Future

Carefully crafted, successful Vision statements are forward looking, and should:

  • Be inspirational and aspirational, succinctly addressing the vision for your company’s future.
  • Be farsighted, focusing on a longer timeframe (upwards of five to ten years).
  • Serve as a challenge to your employees, helping them visualize how their daily tasks help your company’s quest to meet long term goals. This will help develop buy-in and support throughout the organization, even if/as leadership changes.
  • Serve as a litmus test for marketing to keep your company’s communications on message.

So, which should come first? Begin with the end in mind. Take a look at your company’s present state (Mission) and ask yourself whether you are working towards your future purpose (Vision). If not, consider creating a Vision statement to set a new course for your company and your people.