Why Your Brand Needs a Heart

TL;DR: A mission statement is a good place to start, but a brand heart helps your organization thrive and make a lasting difference. Reach out today to schedule a brand heart discovery meeting with GP Creative.

Schedule Brand Heart Discovery Meeting

When GP Creative launched in 2010, we thought having a clear mission was enough. But then we discovered we had no heart…tin man, anyone? Or at least, something was missing: a fully-realized and helpful brand identity.

In our search for a heart, we found the “brand heart” framework in a model published by Column Five. This brand identity model goes far beyond logos, taglines, and even traditional mission statements. A brand heart is the core of who you are — your reason for existing, what you actually do, what sets you apart, and how you approach your work every day.

Mission Statements: Good, But Not Enough

Most organizations have a mission statement. They usually sound good and look great on the wall, in brochures, and on websites. But all too often, these statements fade into the background to become little more than décor — words that are said, but not lived out.

In contrast, a comprehensive brand heart pulls together four primary elements:

• Purpose: Why do we exist?

• Vision: What future do we want to help create? What does this future look like?

• Mission: What are we here to do? How do we create our idealized future?

• Values: What principles guide our behavior?

A good brand heart shapes each decision, relationship, and interaction. It informs not just what you do, but who you are and how you treat each other in your organization and in the wider community.

The Impact of Leading With a Brand Heart

Embracing a brand heart approach has been instrumental for us at GP Creative. Through repetition and constant conversation among our team, it has transformed our thinking and has become something that is embedded in the very DNA of our company. The brand heart is the basis for practical applications like job postings, employee performance reviews, and the rubric we use when interviewing our clients about their experience working with us. Every day, we are living out our core values, beliefs, and purpose in tangible ways.

If your organization has been running on a mission statement alone, it’s time to dive deeper. Developing a brand heart isn’t just about polished words; it’s about aligning your actions with your core purpose and pushing your mission and vision out into your culture and community. If you need help to develop this solid foundation, schedule a brand heart discovery today!