Why getting your Vision, Mission and Values down is critical for helping make confident business decisions
Being a Watertight Marketing licensee, I’m always encouraging the mapping of marketing activity to the six steps of marking (the customer journey). It’s essential to be clear where any marketing activity sits in that journey, and how it can influence the buying decision (the ‘why’ you’re doing it):
Rather than being specifically marketing related your Mission, Vision and Values are actually far more fundamental to your business. While offering ‘focus’, these kind of statements will help guide and unite your business, but will also support a couple of key leaks:
WHAT sits up in AWARENESS, and EMOTIONAL CONNECTION down in Adoption.
Having these statements in place will also help you focus on you proposition and key audience, and in turn attract buyers (and employees and suppliers). By keeping true to them will also help you in making key or big business decisions.
Here’s a brief description of each of the statements:
Note: I would always recommend investing more time and effort than you think you need to get these right. If budgets allow, absolutely engage a professional copywriter who specialises in brand development wherever possible.
A vision statement creates a picture, of what a company wants to achieve over time. It provides guidance and inspiration as to what to focus on in 5, 10, or more years:
A mission statement defines a company’s purpose in 30 seconds or less. It covers company’s goals for customers, employees, and owners, and is a formal summary of aims and values – a statement to which all employees can subscribe:
Core values are what support the vision and shape the culture of a company. They reflect what the company values in people and business, and are the essence of the company’s identity – the principles, beliefs, or philosophy of their values. Core values also help companies in the decision-making processes.
What kind of things have you come up with for your business’s Vision, Mission and Values?
Helps small businesses stop wasting money on marketing. Watertight Marketing Certified Practitioner, MCIM Chartered Marketer and mentor.