In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of establishing brand fundamentals for a business. She covers various aspects of brand fundamentals, including significance, mission, values, core behaviors, true specs, positioning statement, and elevator pitch. Kiley provides examples and explanations for each concept and emphasizes the need for clarity and alignment in these fundamentals. Lastly, she highlights the significance of audience research and iterative refinement in developing brand fundamentals.

• Significance, Mission, and Values 1:53
• Guiding Principles: Core Behaviors and True Specs 7:17
• Recommended Resources 15:45

Quotes 

• “First and foremost, think about the big thing, the big impact you want to make in the world. A lot of people will share their mission, but not necessarily their vision. And a lot of people and businesses can have the same vision or significance but their mission and the way they go about trying to make that thing happen, that's how they're all different.” 3:07
• “Values should be your guiding principles on how you fire, how you hire, how you show up in the world, how you show up in your community, how you conduct yourself as an individual, and how your business is expected to operate. This is really, really important. And setting these to be clear and making sure your entire team knows them, leverages them, and honors them is very important in setting everybody up for success.” 5:30
• “Personal growth comes from being uncomfortable. Assume positive intent. It's really hard to do this work if you think people are working against you. Leave your ego and negativity at the door. It's really hard to do this work if you're leading with an ego.” 8:46

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com 
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com 
• Submit questions at MBPPodcast.com 
• Newsletter Signup: RIXNewsletter.com 
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix 
• Email: [email protected]