Upon doing some research into existing businesses mission statements, we found that most were relatively broad and brief whilst giving a good indication of what that business stands for and perhaps even how they operate. For example, Starbucks’ mission statement is, ‘To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time’. From this statement anyone can construct a vague understanding of what Starbucks do and what they believe in without even knowing anything about the business. However, businesses such as Nike prove that a mission statement can even be much more broad than this. Their mission statement is, ‘do everything possible to expand human potential.’ While this does not exactly tell us much about Nike and how they operate, it gives an indication of their ideologies and could possibly be a nod to how diverse and large their product range is.

With this in mind, we deemed it best to create multiple mission statements and then decide on the most suitable out of the lot. Some possible ideas we came up with included:

‘To inspire and support a healthy body and mind for the masses.’

‘To achieve the best version of yourself one day at a time.’

We evaluated both mission statements and whilst we thought they were not bad, it could have been better. For instance, we thought the ‘for the masses’ part of the first mission statement disconnected us from our consumers/customers and was a little too unspecific. Whereas the second mission statement suited our idea of ‘adjusting’ to a healthy lifestyle, we thought that it did not really express our businesses ideologies or beliefs at all and was somewhat too systematic for a mission statement. Therefore, for our mission statement we decided to go with our third idea of:

‘To provide the freedom that comes from a healthy body and soul.’

We deemed this mission statement to be a perfect middle ground of being able to be open for interpretation whilst presenting a glimpse of what Adjust is about and its ideologies.

Hey guys, today we’ll be discussing our findings from our branding research. It’s very important that before we brand our company, as well as branding our app; the branding of Synergy Media will also represent our team to the market. Our previous blog post announced our company name of Synergy Media and explains our reasoning behind this.

‘A brand name should not only appeal to the customers, it should have other desirable properties, depending on the nature of the market’.

Some of those desirable properties include a relevance to the product, memorability, connotations associated with the brand name and a distinctive image over competing products.

Multinational conglomerates will use branding companies to present themselves with all of the desired properties listed above – as a brand creates ownership and must be perceived legitimately by the market.

We decided to look into 3 branding company website and analyse how they all display themselves to customers…

The first one we looked into was called ‘Brand8’. https://brand8pr.com/

Straight away, we could pinpoint that this company presents themselves as very simplistic, clear, organised and easy to navigate. This would be the branding company to hit up if you wanted the job done quickly! However, the social media platforms were not as easy to find as expected. The Twitter and LinkedIn icons were not as accessible as I imagined, which could imply that they haven’t utilised social media to the simple extent that they could have. All in all though, a very straight forward branding company, that uses it’s simplicity as a form of professionalism.

Next up, we have ‘Fate Fury’. Here’s the link: https://fatefury.com/

As soon as we accessed the website, it wasn’t as obvious as to what the company was about. It was only until we read into the description that we learned, which suggests that Fate Fury isn’t as noticeable as Brand8 was. This could be implying that this company takes their approach to business more privately, rather than commercially. In terms of social media though, Fate Fury links every platform: Facebook, YouTube, Instagram and Twitter. Could this be implying that they need more social media platforms because they aren’t as well known within the branding industry? This does demonstrate an effective utilisation of social media. Out of all 3 branding companies, this is probably our least favourite as it doesn’t scream out ‘branding company’ until you read into yourself.

Finally, we have ‘Brave’: http://www.brave.co.uk/

Brave clearly presents themselves an as interactive, animated branding company from the first look at the website. the first thing we see as customers is a promotional video which features multiple celebrity endorsements in it – such as Rio Ferdinand and Eyal Booker! This not only catches the eye of the market, but straight away demonstrates the companies skills and what the work that they have to offer us. Also, in the corner of the promo video, is the hashtag #wearebrave. the hashtag is alluding to the likes of Twitter, Instagram and Facebook that all use this is an advertisement. When scrolling down, Twitter, Instagram and LinkedIn are all inserted into the website, which shows that they have utilised social media through multiple ways on their website. This is definitely our favourite out of the 3, as it caught out attention the quickest, demonstrates strong branding skills through a portfolio and makes the business itself very clear.

From researching these 3 branding companies, we have learned that our market needs to be able to recognise what our product is straight away and is therefore represented clearly.

After receiving the brief this week we have decided on the company name of synergy media as this represents the cooperation of our group moving forward into this project and the combined efforts we will display when working with other groups during this project.

Represented below are the collated ideas for the group name we decided upon and the process of brain storming ideas for the product which we have decided will be sports based. We will be focusing on maintaining fitness and encompassing a variety of options and extras such as meal plans, nutritional information and a wide range of fitness programmes and classes.

These ideas are all still in development of course and will be narrowing down and refining these ideas over the coming week during our team meetings whilst welcoming any other ideas or suggestions from other groups and tutors.