INTELLIGENCE BRIEF:
At the Eveline Agency, we believe that building a legacy business requires more than strong products or healthy profit margins. It requires a clear purpose - one that defines what your company stands for and why it exists beyond the bottom line.
When you start a company, you gain a bigger voice. And how you use that voice matters. It can be used to shape industries, improve communities, or address larger systemic issues. It doesn't have to be political either - it can be focused on bringing more joy to the world or connecting people and communities. The most respected and enduring companies are those that recognize this opportunity and act accordingly.
Many business owners avoid articulating a strong mission for fear of alienating potential customers, but this hesitancy often weakens the company's brand. Products and services can be imitated, but your mission, values, and vision are what make your company unique and harder to copy. They're what create a movement behind your work.
For example:
- Marie Kondo didn't just organize spaces, she organized lives. Her method, philosophy, and phrases have become widespread. How many times have you talked about something “sparking joy”?
- Rachel Rodgers didn't just coach - she built a movement around “we should all be millionaires” (also the title of one of her books). She's become a symbol for female financial empowerment - particularly for women of color.
- Yvon Chouinard made Patagonia a protest, not just a brand. “We're in business to save our home planet” wasn't just marketing copy - it was a declaration of intent.
YOUR MOVE:
Treat your brand like a movement-in-the-making and start shaping how people talk about what you do. Don't just build a product or service, build your brand messaging around your values.
Ask yourself:
- Why did I start my business in the first place?
- What do I want to be known for?
- What change am I trying to make? It can be big or small.
- How does my language shape the industry conversation? Am I naming the problem, renaming the solution, or just echoing what everyone else is saying?
These questions will help clarify your company's identity and give a foundation for your team. A well-defined mission also allows your brand to communicate more effectively, make smarter decisions, and earn trust from your audience.
THE PLAYBOOK:
1. Coin your category. Don't just fit yourself into an industry. The goal isn't to be like everyone else. Name your approach, your lane, and your worldview. Write a sample phrase that summarizes who you are: e.g., "The Eveline Agency is the only intelligence and strategy firm exclusively for women business owners".
2. Repeat your beliefs. People don't remember credentials - they remember convictions. Say what you believe until it becomes brand law. Don't be afraid to ruffle feathers by going against trendy ideas.
3. Design signature language. Make your business vocabulary unforgettable and unique to your brand - e.g., The KonMari Method of Marie Kondo.
4. Own a visual or narrative cue. Reinforce your narrative with visual brand cues that work as symbols of your values, style, and mission. (Think Steve Jobs' black turtleneck or Marie Kondo's soothing marketing materials.)
5. Back it with precision and authenticity. Being a reference point for a whole industry means that people will scrutinize you and your brand. It has to be authentic and your delivery must match your reputation - every time. Be deliberate about your public appearances and thought leadership - it should always be consistent with your values.
WHY IT WORKS:
When your business becomes a symbol for something much bigger, a few things happen:
- You impact culture. Whether just company-wide or internationally, you have the chance to change the world for the better.
- Your strategic visibility compounds. People quote and reference you more often.
- You eliminate competition. Movements create new categories and further define your brand.
- You attract aligned growth. Because you stand for something, you no longer chase customers and collaborators. They want to work with companies that align with their values.
THE FINAL WORD:
Clear values give your business direction. A strong mission builds loyalty. A defined purpose creates a movement and transforms a business into a lasting brand.
