{"id":1352,"date":"2021-04-20T19:33:50","date_gmt":"2021-04-20T19:33:50","guid":{"rendered":"https:\/\/www.1338tryon.com\/?p=1352"},"modified":"2021-05-17T09:49:54","modified_gmt":"2021-05-17T09:49:54","slug":"creating-and-growing-your-brand-vision-and-mission","status":"publish","type":"post","link":"https:\/\/www.1338tryon.com\/creating-and-growing-your-brand-vision-and-mission\/","title":{"rendered":"Creating and Growing Your Brand Vision and Mission"},"content":{"rendered":"

We would never set out on a complex journey without a road map and a clear destination in mind. It\u2019s interesting to see how many businesses attempt to succeed without knowing precisely where they\u2019re going and how they intend to get there<\/b>. It\u2019s 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.<\/p>\n

Here we\u2019ll talk about the significance of your brand vision and mission, how to create them, and how to grow them as your business grows.<\/p>\n

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Related: <\/b>The Importance of Tangible Marketing: A 2021 Business Guide<\/b><\/a>\u00a0<\/b><\/p>\n

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What\u2019s a brand vision?<\/h2>\n

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The brand vision<\/a> is the set of ideas and ideals that direct the business toward its future. It should complement the company\u2019s business strategies, resonate with customers and clients, and distinguish your company from your competition<\/b>. Additionally, a brand vision that is on point will energize and motivate the company employees<\/a> and partners and inspire new marketing ideas.<\/p>\n

Microsoft\u2019s<\/a> vision statement used to be, \u2018A computer on every desktop, and in every home.\u2019 Now it\u2019s to \u2018empower every person and every organization on the plant to achieve more.\u2019<\/p>\n

What is a company without a vision for the future? Worse than ineffective, it\u2019s 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\u2019re going<\/b>. Your brand vision is not just essential for your customers but you as well.<\/p>\n

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What\u2019s a brand mission?<\/h2>\n

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If the brand vision<\/a> is the WHAT of your company\u2019s 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<\/b>. It\u2019s an action statement about how your company plans to impact the world and the lives of its customers.<\/p>\n

Although this is an all-encompassing concept, it has to be a proper balance of broad and specific. Project management software company, Asana,<\/a> provides an excellent example of the balance – \u2018to help humanity thrive by enabling the world\u2019s teams to work together effortlessly.\u2019<\/p>\n

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Amazon\u2019s<\/a> mission statement is, \u2018We aim to be Earth\u2019s most customer-centric company.\u2019<\/p>\n

Instagram\u2019s<\/a> mission statement is, \u2018To capture and share the world\u2019s moments.\u2019<\/p>\n

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Mission vs. Vision<\/h2>\n

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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.<\/b> 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<\/a>.<\/p>\n

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Here\u2019s an example of one company\u2019s mission and vision statements:<\/p>\n

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Ikea\u2019s Mission Statement<\/a>: \u2018Offer 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.\u2019<\/p>\n

Ikea\u2019s Vision Statement: \u2018Create a better everyday life for many people.\u2019<\/p>\n

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.<\/p>\n

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Yet another way to differentiate between mission and vision is that mission tells customers, employees<\/a>, and partners what you\u2019re focusing on right now<\/b>, and vision says where you hope these actions take your company in the future. <\/b><\/p>\n

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\"Two<\/p>\n

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Related: <\/b>12 Steps to Achieve Successful Corporate Branding<\/b><\/a>\u00a0\u00a0<\/b><\/p>\n

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Creating your brand vision<\/h2>\n

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Creating your brand vision<\/a> isn\u2019t necessarily an easy process. You\u2019ll have to ask yourself where you see your company in five, ten, or even twenty years<\/b> into the future and find ways to state it succinctly. It should have two key components:<\/p>\n

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  • An envisioned future<\/li>\n
  • A core ideology<\/li>\n<\/ul>\n

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    The core ideology is the part that doesn\u2019t change<\/b>. It\u2019s a part of your company\u2019s core values and identity that won\u2019t change with time or marketplace fluctuations. Your envisioned future is your grand hope for the long-term and mid-term future.<\/b><\/p>\n

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    Here are a few things to know when you create your brand vision:<\/p>\n

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    • Think big<\/b>. The best vision statements aim to change or improve the world.<\/li>\n
    • Be bold but accessible.<\/li>\n
    • Be flexible<\/b>. Your vision has to do with the marketplace, so it\u2019s apt to need modifying.<\/li>\n
    • Be inspirational<\/b>.<\/li>\n
    • Ask good questions –\n
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      • What do we stand for?<\/li>\n
      • What are our values?<\/li>\n
      • How are we different from our competitors?<\/li>\n
      • How can we change the world for the better?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

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        Take your time with this. It will require a lot of thought and planning.<\/p>\n

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        Creating your brand mission<\/h2>\n

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        Your company\u2019s mission<\/a> is more than making money. Your mission statement is about your purpose.<\/b> Hopefully, you\u2019re clear on why your business exists. But if you\u2019re struggling with developing the brand mission, consider the following questions:<\/p>\n

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        • Why are you in business (not just for the money)?<\/li>\n
        • Is there a moral or ethical reason for your business?<\/li>\n
        • What do you do for your customers? Don\u2019t underestimate the good of your product or service.<\/li>\n
        • How do you intend to change the world with your business?<\/li>\n
        • How do you want people to perceive the company?<\/li>\n<\/ul>\n

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          Many mission statements are meaningless and cliche. A statement like that won\u2019t serve any purpose but a waste of time. Ensure that you write yours with passion and inspiration<\/b>.<\/p>\n

          Here are a few steps to developing your brand mission:<\/p>\n

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          • Reflect<\/li>\n
          • Keep it simple<\/li>\n
          • Think beyond the present<\/li>\n
          • Get input from others<\/li>\n
          • Display it prominently<\/li>\n<\/ul>\n

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            Related: <\/b>The 4 Keys To Building Brand Loyalty with Millenials<\/b><\/a>\u00a0<\/b><\/p>\n

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            Final thoughts<\/h2>\n

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            Put in the needed time to create and grow your business\u2019 brand vision and mission, and you\u2019ll be giving yourself a tremendous leg up. While having well-thought-through statements doesn\u2019t guarantee company success, they will provide you, your employees, and your customers a means of being inspired and grow a tribe around your brand.<\/p>\n

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