A well-stated vision and mission can be critical to the overall success of your business and brand. Together they help focus, guide, align, and inspire those inside and even outside your organization. It's important not to confuse the two nor fuse them together into a single "mission/vision."
William Drohan provides us a helpful distinction: "A vision statement pushes the association toward some future goal or achievement, while a mission statement guides current, critical, strategic decision making." Pretty straightforward stuff.
A well-defined set of core values builds upon and extends beyond your vision and mission. Values help personify your organization while articulating the characteristics that matter most. They should reflect your organization's culture and climate as well as transcend people, products, and processes.
Core values can be either intrinsic (e.g., integrity, respect, compassion) or extrinsic (e.g., excellence, innovation, advocacy). Ideally, yours will include a healthy mix of both.
Below are some basic questions that I walk through with my clients during the "discovery" phase of strategic planning. Hopefully, they will help you assess how firm a foundation your business and brand are built upon.
1. What is your stated vision, mission, and set of values?
2. How clear and compelling are they to both internal and external audiences?
3. Are they comprehensive yet concise--saying everything they ought to say, not everything they could possibly say?
4. Are they easy to remember, internalize, and articulate?
5. Do they capture the heart and soul of your organization?
6. Is there awareness and buy-in across your organization?
7. Are they believable to those inside as well as outside the organization--are you individually and collectively able to deliver on the expectations you create?
Great post Bill!
This post particularly hit home with me. So many clients want to jump right to the "fun stuff" without working the due diligence on the truly determining these foundational brand assets. For a company to move forward and strengthen their brand, the first must learn who they are and where they're headed.
By spending the necessary time on these tough questions, it will only help by guiding all communications (internal and external) and customer touchpoints.
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