Ready, set, launch: Every piece of content you need to get an idea off the ground

Mission statement

Having a clearly articulated mission statement for yourself and for external facing communications is a must,
but when you take the next step of communicating your mission—the purpose your business and who it’s for—
through video, you’re engaging with your customers on an entirely different level.

Take for example, the mission of eyeglass company Warby Parker. “Warby Parker was founded with a
rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way
for socially conscious businesses.”

Rebellious spirit, revolutionary prices, socially conscious business. All of these terms speak to a very particular
type of consumer who cares about these ideals and values. On top of that, Warby Parker has a slew of mission-
driven explainer videos that explain their buy-a-pair, give-a-pair philosophy, introduces customers to some of
the people receiving free glasses, and shows the far-reaching positive impact customers are having in the world.

https://www.youtube.com/watch?v=a1PTDXOgIF0

When it came to effectively communicating the company’s one-for-one philosophy through video content, the
company highlights the problem they’re addressing by explaining, “almost one billion people worldwide lack
access to glasses, which means that 15% of the world’s population cannot effectively learn or work.” Their
videos strive to humanize the people that Warby Parker customers are helping, through a glimpse into their daily
lives.

In order to successfully execute on creating a mission video, there are a few questions to ask yourself to help
you start. Instead of trying to think of what to say or write, consider what you want your audience to do, think,
or feel after watching your video.

Adobe Express-Made Example

Watch the video here

Your mission doesn’t need to be as lofty as Warby Parker’s. Perhaps you’re just trying to solve a problem for
customers. If so, start with your customer’s pain points and then present your solution.

Electronic press kit

A press kit is your opportunity to make sure your brand’s story is told the way you want it to be told. Your
electronic press kit is your official hub of information and brand resources—without it you’re missing out on
being able to control your narrative.

Take the same example as the video above: The launch press kit for Persnickety Box offers up useful
information (and key visuals) to those looking to learn more about the brand new company.

Persnickety’s founder Chari Pack also uses the page as an opportunity to empower her close network with visual
assets and social copy, to help amplify the news of their upcoming launch. This is called “broadcast diffusion,”
which helps Chari leverage the relationships and close partnerships she’s built with bloggers and influencers in
the Utah area—many of which are happy customers. Adobe Express’s new branded themes allow you to make
the press kit look and feel like your brand.

Website

For most businesses, your website is your home base. It’s where new customers learn more about you, where
payments are processed, and where relationships are built, which makes the brand experience you create on your
website incredibly important.

That’s not to say that your first rendition has to be perfect or complicated. In fact, your website will likely go
through many versions in the lifespan of your brand. Lifestyle entrepreneur, bestselling author and podcast host
Lewis Howes has spent years perfecting the branding on his website. He uses images, fonts, language and colors
that appeal directly to his adventure-craving, Millennial-heavy audience who want to build their own businesses
and live a lifestyle filled with rich experiences—not just material possessions.

To make sure your website is having your desired effect on your audience, take some time to get a few of your
customers or colleagues or friends on the phone for an interview. Ask them to share their top five favorite
websites and social accounts, then take a look at the commonalities you can glean from how those sites (or
people) are branding themselves. Which colors, image styles, fonts, verbiage are they using? Use this
information to make sure your website is speaking to your audience the way they want to be spoken to.

Websites can be hard to build and time-consuming to maintain, especially for a new brand that’s still evolving.
While a fully functioning website is a necessary investment, Adobe Express can serve as a quick solution while
you’re gathering buy-in and getting things off the ground. A simple scrolling web document, a web page made
with Adobe Express can be stood up in minutes and reflect the visual style of your brand through auto-
generated, yet customizable themes. Update and modify the style in minutes and see changes instantly.

Social media collateral

With teens now reportedly spending up to nine hours a day on social media, and the rest of us not too far behind,
you can’t afford to ignore your presence on platforms like Instagram, Facebook, Twitter, and Pinterest.
And naturally, the more visual your content is, the more likely it is to be shared —thus bringing you new
followers (and potential customers).

Our advice if you’re just getting started? Don’t fret about having to post multiple times a day across every social
media channel, choose just one platform with the most potential for reaching your target customers and go all in
on it.

Serial entrepreneur and branding guru, Gary Vaynerchuk, has amassed a social following of more than 8 million
followers across his various platforms—and he’s mastered the art of sharing on-brand social images.

https://www.instagram.com/p/BXl3oJjld3T/

Adobe Express has easy-to-use templates to get you started with creating optimized images for Instagram,
Twitter, Facebook, YouTube, and more within seconds. Once you create your brand, you can brandify any
template, which automatically adds your brand elements with one tap. Or work from auto-generated templates in
a variety of use-cases from advertisements to thank you messages.

See prices in here