The mission and vision of the company: everyone is familiar with it, but how important is it really? Well, they may seem like just a small part, but we are happy to explain to you that you absolutely should not underestimate the importance of a good mission and vision. They are a goal, ambition and checkpoint all in one and should not be missing from a sound brand strategy. They can be ambitious, but must be realistic. If you do this well, you will create a foothold for yourself and a strong and stable brand for your customers.
We mentioned it briefly in our Q&A mega-post on brand identity and brand strategy recently: within this strategy, a company's mission and vision play a crucial role. Not only do they lay the foundation for all marketing efforts and communications, but they also determine the long-term direction and purpose. In short: they give you footing and purpose. That's what we like to dive into in this blog.
But first: what exactly are mission and vision?
You can make mission and vision as complicated as you want, but let's stick mostly to the basics. After all, every entrepreneur and every company has a mission (goal) and a vision (idea and method of achieving this goal). Some have defined these better than others, and some companies have not written them out or established them at all. That does not alter the fact that people do not (unconsciously) act according to this mission and vision. This immediately indicates their strength: they are elements that are ingrained in your company. However, it is important to work out these two pillars well in order to ensure that everything you do is in line with them.
Your mission
A company's mission statement is a clear statement of what it does, for whom it does it, and how it differentiates itself from the competition. It provides practical guidance for day-to-day operations and decision-making. The mission does not have to be described in a bulky document. Indeed, the mission is often a statement, the more forceful and concise, the better. Of course, you should make sure that your mission statement really covers the ground. You really won't need more than a paragraph for this. Your mission statement does not have to explain in detail exactly how you are going to do everything: it should be the starting point on which you can base all your actions. To establish a good brand strategy, it is important that all your actions and expressions are in line with the mission you have defined.
Your vision
Where the mission statement is primarily about "what?" and "why?" the vision statement is primarily about "how?" It is a forward-looking statement that paints an ambitious picture of where the company strives to become (which, of course, is defined in the mission). It serves as a source of inspiration and motivation, steering toward long-term goals. Mission and vision cannot exist without each other. Without a mission, you never know what you are steering toward, and without a vision, a mission is just an empty slogan that is not followed through on.
Image: Every entrepreneur and company has a mission and a vision.
The importance of mission and vision in your brand strategy
Mission and vision are thus the building blocks of a strong brand strategy. They help define core values and your own unique proposition that forms the basis for your brand identity and positioning in the marketplace. Also read this blog on the importance of differentiation in the competitive marketplace.
Having a clear mission and vision allows companies to create a deeper connection with their target audience, build trust and foster loyalty. They not only guide internal decisions but also ensure that all marketing efforts are consistent and focused. So these two short passages in your brand manual have an internal and an external aspect. Internally, they are incredibly important because they provide guidance for defining and executing your brand strategy. Everything you do, you can first check against your mission and vision to see if the planned action fits.
If you look at the external role of your mission and vision in your brand strategy, you quickly discover how important these two pillars are for your brand perception. By continuing to act consistently, in line with what you have defined for yourself, you ensure that to the outside world you really are the brand you claim to be. This contributes to your image, recognizability and customer loyalty. Suddenly starting to do things that do not match your mission and vision can cause frowns among your target group. You may be unexpected, and not in a good way. This can happen in many ways, such as launching a product or service that does not match your mission and vision, but also in something "simple" like your communication. With your mission and vision, you set an image and that creates expectations.
Image: By having a clear mission and vision, companies can create a deeper connection with their target audience, build trust and foster loyalty.
How do you develop a good mission and vision statement?
Of course, as an experienced specialist, Fitbrand can help your brand develop a mission and vision that stands like a house. But, it starts with you. Know your brand, know your target audience, know what you want and know what impact you want to make. These are the building blocks.
By thinking this through and describing it perfectly, you not only lay the foundation for a rock-solid brand strategy: you also ensure unity within your company. Of course the mission & vision ultimately come from the owners/executive board, but don't let this be a 'top only' affair. Involve all stakeholders. Remember that it is the employees at all levels who have to carry the company forward. Input from all levels of the organization can be of great value.
The number one pitfall with this important benchmark for your brand strategy may not even be properly defining your mission and vision: the difficulty lies in a) capturing as complete a statement as possible and b) finding the right balance between ambition and realism. There is a purpose to your mission and vision. You can find such beautiful words; in the end, what matters is whether it is realistic and achievable.
Image: By thinking carefully about your mission and vision, you lay a rock-solid foundation for your brand and ensure unity within your company.
So what are the benefits for your brand?
Many leading companies owe their success in part to the clear articulation and integration of their mission and vision into their brand strategy. These companies use their mission and vision as a compass for their marketing strategies, product development and customer service, keeping them consistent in their message and values, which is crucial to building a strong brand.
Need help?
Want to make sure that your mission and vision will resonate with your target audience and that they fit with what your brand stands for? Then contact us.
We look forward to meeting with you, identifying your needs and translating this into a great brand strategy. Make an appointment right here. See you soon!
