The foundation for any strong brand comes from fundamental decisions that, strategically used, help answer just about every task or project at-hand related to the brand. These fundamental decisions are driven by the “who” and “why” and the “what” and “where”—also known as the brand’s mission and vision statements.
A mission statement is a brief explanation of a brand’s purpose; it answers “Who are we?” and “Why are we coming to work everyday?” It describes the brand’s purpose for employees and customers; in other words, it helps everyone get on the same page while also guiding decision making and planning. Mission statements are often used as one of the first ways to introduce a brand to the public on various marketing platforms, including a company’s website.
A mission statement focuses on the current state of a brand and can be public-facing, while a vision statement focuses on the future of a brand and answers “What are our goals?” and “Where are we going in the next 2 – 5 years?” The vision statement must serve the mission, be executable within 2 – 5 years, and because the objectives of a company may change as it grows, the vision statement should be revised as-needed to reflect the current culture of the brand, and as goals are met.
Do you have mission and vision statements established for your brand? Need a little help getting started on the right track? Elements is here to help! Give us a call today to get started.
