Custom Marketing - Vision, Mission and Values Statements

Does Your Company Have Compelling Mission, Vision and Values Statements?

Marketing can be a complicated topic, but at its core, there are a few fundamental truths which bear repeating. One is that people buy from companies they know, trust, and like. If consumers share values with your enterprise, forging a business relationship with them is simple.

One way to improve your marketing is by articulating precise mission, vision and values statements. These declarations serve to inform prospects about the type of company you are and give them a starting point for understanding your brand and message. The concept is simple, but the execution is tricky. As part of our free marketing consultation, we’ll work to incorporate a marketing strategy that encompasses the mission, vision and values of your company.

It All Starts with a Mission & Purpose

A mission statement deals with existential facts about a corporation. It describes the primary purpose that the enterprise exists. It’s generally a written statement that declares the central, core purpose.

These types of declarations are not meant to vary much over time. Instead, they should serve as a guiding principle that helps inform management’s decisions. Tell the world why you’re in business, and they can more easily recognize themselves in your vision. That’s a reliable way to create a bond that transcends traditional marketing and forms a relationship that lasts.

Declare Your Vision for the Future

A vision statement is not about today. Instead, it articulates a plan for the future. People love to learn about big ideas that transform existence. Those types of concepts take years to achieve. A vision statement lets the world know you’re working on something big with the understanding it’s not quite current reality.

Tell the World About Your Values

Value statements are concise, formal declarations that tell workers and customers what the firm’s core beliefs. It always helps when the values espoused align closely with the company’s primary products and services. For example, a firm that produces medication to fight breast cancer may also donate money to women’s rights issues. Since the values align, potential customers will feel a stronger bond towards the enterprise.

Stay on Message at All Times

The values can be general ones such as integrity in business or commitment to quality customer service. Large brands always keep the message on point and will reduce their declaration to essential qualities.

It may take some time to elucidate all three of these statements into a coherent whole. The effort is worth it, though, because it makes the rest of your marketing messaging flow smoothly. Once you bake these declarations into your branding, customers will be able to understand the brand in an instant. Don’t forget, when espousing values, some prospects will like the message and others will recoil. Only organizations that have a firm grasp on who their ideal customers are should attempt creating these statements.

Decide on general versus specific declarations. For example, promising to “always respect customers” is general whereas “we’ll donate 10% to charity” is precise. Your marketing consultant can help you decide on which type of statement is better in your situation. If you’re putting together this program for the first time, you have the chance to build a robust strategy from day one.

It’s worth brainstorming about what makes your business different from a multitude of competitors. Is it because of intrinsic values that only your firm possesses? Perhaps you have something truly unique that would signal to prospects that you are a leader in the field. Ask employees and current customers what they think. You’ll get lots of feedback which can help you put together the final statements to incorporate in your marketing. Nobody knows your brand better than the people who deal with your staff on a daily basis.

Do Research and Articulate Your Vision

Researching current attitudes will give you a leg up on executing your strategy. A professional marketing consultant may also offer sound advice, especially if you find this new project daunting. These days, anything less than an explicit message will lose people’s interest on the digital side. Web and app users don’t spend a lot of time learning the intricacies of branding. They want information quick and uncomplicated. If you can tell your story in a few words, images, and videos, all the better. You’ll need media assets to assist you with getting the message out.

Tying in your current social media and web presence will add the finishing touches to a cohesive presentation. Pull in data from past campaigns and determine what works best. If you have a specific message that resonates with people, put that at the center of your efforts.

Consider some of the possibilities of themes to build your statements around.

Resonate with Customers and Employees

  • Identify specific qualities that separate your brand from the crowd.
  • Get feedback from customers and employees and see which words come up most often in descriptions.
  • Align your business interests with a common cause, especially a related one.
  • Articulate a path towards the future and describe the plan to get there.

These declarations should be inspirational and practical. They must be well-written to avoid any misunderstandings. Convey your message so that even a distracted person will pick up on the meaning in an instant.

  • Use precise language that is easy to understand and that communicates your statements quickly.
  • Be as thorough as possible, while remaining brief.
  • Combine inspiration and practicality.
  • Remain congruent with your existing messaging.

Companies that don’t have these three essential statements lack the operational clarity that their competitors possess. That puts them at a distinct disadvantage when it comes to positioning in the marketplace. Many substantial enterprises have missions that are obvious due to their ethos. Many will use their declarations to shape their public communications policy. These ideas are the glue that binds your enterprise with employees and vendors.

Marketing is more competitive than ever. It’s crucial for success to put as many weapons in the arsenal as possible. Your values, mission, and vision statements prepare you for the daily battle. Companies that maintain a reliable voice communicate directly with the public. Whether it’s through advertising, email marketing, or social media efforts doesn’t matter. What’s important is that the voice remains the same and assures people they’re making the right choice when selecting a vendor.

Revamping from the ground up may be the easiest solution. If your core missions are not as well-defined as they once were, it’s time to tune them up. It’s worth checking with expert marketing consultants who can help you form and elaborate your new vision. The marketplace is crowded, and it’s getting tougher to differentiate. Bring in outside advisors who can summarize your benefits better than you. There’s always time to launch a new marketing initiative, even if it builds from your past efforts.

As the years pass and marketing becomes ever more demanding, your organization can rely on the foundation you build with your statements. They’ll help form the foundation for a strong message that is relatable and understandable. Don’t complicate the job. Customers want to know you, and the only way to do that is to communicate with them. Great marketing is the ability to tell your story in a way that is subtle and effective. There’s no reason to hammer the point home when you can illustrate your essential qualities clearly.

Get a free marketing consultation today with one of our experts and begin setting up those mission, vision and value statements! With a solid foundation, you can achieve your most lofty marketing goals.

About the Author Richard Dewhirst

Rich is a highly skilled marketer and passionate entrepreneur who loves to solve problems and grow things, whether it's brands for global companies like Mattel, Pizza Hut, and 20th Century Fox or high value customers for local startups. Rich hates exams but he somehow managed to get a BA in Business Studies, a Masters in Marketing and is Google certified for Analytics and Adwords. Did I mention he's a partner at Custom Marketing and pro-photographer?

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