We would never set out on a complex journey without a road map and a clear destination in mind. It’s interesting to see how many businesses attempt to succeed without knowing precisely where they’re going and how they intend to get there. It’s not a step you can skip. Underestimating the importance of creating and growing your brand vision and mission, and aiming at a generic destination of success, explains why so many businesses amble aimlessly until they finally fail.
Here we’ll talk about the significance of your brand vision and mission, how to create them, and how to grow them as your business grows.
What’s a brand vision?
The brand vision is the set of ideas and ideals that direct the business toward its future. It should complement the company’s business strategies, resonate with customers and clients, and distinguish your company from your competition. Additionally, a brand vision that is on point will energize and motivate the company employees and partners and inspire new marketing ideas.
Microsoft’s vision statement used to be, ‘A computer on every desktop, and in every home.’ Now it’s to ‘empower every person and every organization on the plant to achieve more.’
What is a company without a vision for the future? Worse than ineffective, it’s invisible and indistinguishable from the competition. When customers think of your business, they need to have a clear picture of who you are, what you stand for, and where you’re going. Your brand vision is not just essential for your customers but you as well.
What’s a brand mission?
If the brand vision is the WHAT of your company’s vision for the future and the impact you hope to make, the brand mission is the HOW. Your brand mission tells customers about your purpose, your objectives, and how you intend to achieve them. It’s an action statement about how your company plans to impact the world and the lives of its customers.
Although this is an all-encompassing concept, it has to be a proper balance of broad and specific. Project management software company, Asana, provides an excellent example of the balance – ‘to help humanity thrive by enabling the world’s teams to work together effortlessly.’
Amazon’s mission statement is, ‘We aim to be Earth’s most customer-centric company.’
Instagram’s mission statement is, ‘To capture and share the world’s moments.’
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Mission vs. Vision
As you consider mission versus vision, there is no one of these more important than the other. Again, the mission is all about what you want to accomplish and how you intend to do it. The vision talks about the purpose – where you want these goals and objectives to lead in the future. These concepts are so close to one another that they can easily be confused. But you will need both to build a strong brand, which creates the emotional connection with your customers. This connection takes your values and brand identity and inspires customer loyalty.
Here’s an example of one company’s mission and vision statements:
Ikea’s Mission Statement: ‘Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.’
Ikea’s Vision Statement: ‘Create a better everyday life for many people.’
Even if you had never visited an Ikea or benefited from any of their home furnishings, you would still know exactly what the company is about and where they intend to go with it.
Yet another way to differentiate between mission and vision is that mission tells customers, employees, and partners what you’re focusing on right now, and vision says where you hope these actions take your company in the future.
Creating your brand vision
Creating your brand vision isn’t necessarily an easy process. You’ll have to ask yourself where you see your company in five, ten, or even twenty years into the future and find ways to state it succinctly. It should have two key components:
- An envisioned future
- A core ideology
The core ideology is the part that doesn’t change. It’s a part of your company’s core values and identity that won’t change with time or marketplace fluctuations. Your envisioned future is your grand hope for the long-term and mid-term future.
Here are a few things to know when you create your brand vision:
- Think big. The best vision statements aim to change or improve the world.
- Be bold but accessible.
- Be flexible. Your vision has to do with the marketplace, so it’s apt to need modifying.
- Be inspirational.
- Ask good questions –
- What do we stand for?
- What are our values?
- How are we different from our competitors?
- How can we change the world for the better?
Take your time with this. It will require a lot of thought and planning.
Creating your brand mission
Your company’s mission is more than making money. Your mission statement is about your purpose. Hopefully, you’re clear on why your business exists. But if you’re struggling with developing the brand mission, consider the following questions:
- Why are you in business (not just for the money)?
- Is there a moral or ethical reason for your business?
- What do you do for your customers? Don’t underestimate the good of your product or service.
- How do you intend to change the world with your business?
- How do you want people to perceive the company?
Many mission statements are meaningless and cliche. A statement like that won’t serve any purpose but a waste of time. Ensure that you write yours with passion and inspiration.
Here are a few steps to developing your brand mission:
- Keep it simple
- Think beyond the present
- Get input from others
- Display it prominently
Put in the needed time to create and grow your business’ brand vision and mission, and you’ll be giving yourself a tremendous leg up. While having well-thought-through statements doesn’t guarantee company success, they will provide you, your employees, and your customers a means of being inspired and grow a tribe around your brand.
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