Organizations have to strategically plan the allocation of resources so they can achieve their priority goals. Strategic planning becomes impossible without a good brand statement and mission statement in place. These are the blueprints to setting goals and objectives for a business.
Brand and mission statements play a crucial role in helping organizations achieve their objectives, but many businesses don’t make use of them.
In fact, many of them don’t even know the difference between brand and mission statements, using the terms interchangeably.
Brand Statements 101: Why Are They Important?
From manufacturing to customer service, your approach to all business functions dictate the direction of your brand. This also becomes the foundation of your marketing tactics and defines the way audiences perceive your business.
So how do you begin building this powerful brand that leaves a good impression?
We suggest creating a brand statement.
This, along with the mission statement and brand values, are potent internal tools that highlight and clarify an organization’s core purpose. You can use these to give your employees a sense of purpose, identity, and belonging. Additionally, these tools can help solidify a sense of camaraderie as teams work towards a common goal, thereby motivating them to be more efficient.
Let’s explore them in further detail:
Consider it a succinct summary of what your business does. It should be longer than a few sentences and still be able to put across your company’s mission, values and goals to someone who’s heard of it for the first time. It should let people know how your business is different from others in the niche.
Unlike the mission statement—which focuses on what your company is doing at the moment—the brand statement is all about the future. It’s your responsibility to ensure that your brand and mission statements are clear to external and internal stakeholders.
The mission statement should answer one simple question: “Why does my company exist?” It should define the company’s services or products, target market, geographical location, and goals for the public and internal stakeholders.
While the mission statement is usually an internal tool, it can be shared externally in some circumstances. For instance, non-profits generally share their mission statement publicly to ensure transparency and encourage support.
Brand values are the core principles and beliefs upon which your company stands. The brand and vision statements inform your brand values, and your brand values inform your organization’s overall philosophy and culture. The company’s brand values will help your management navigate your employees through performance or ethical concerns. Following brand values closely through periods of transition is pivotal to maintaining a healthy, positive work environment.
Whether you’re heading an aspiring startup or restructuring an established business, brand statements allow you to ascertain your objects and align your resources. Here are a few more advantages:
Why Invest In Brand Statements?
Guide Your Organization To Your Goals
Mission and brand statements establish performance goals and standards for internal stakeholders, thereby driving strategy and providing the organization’s employees with a code of conduct. They also highlight shared goals and help your team work together as a unit. In times of transition or takeover, the brand values act as a guiding force.
These statements and values are also useful for external stakeholders since they can be used as PR tools and create long-lasting business relationships with suppliers, partners, and customers.
Identify Key Performance Indicators
Your mission and brand statements will help you when it comes to setting key performance indicators. You can define the performance standards you want to set for your employees and identify how they will be measured.
Your brand statement details your organization’s future goals. A question you could ask yourself while identifying key performance indicators could be, “What practices should we encourage among employees to move the company closer to the goal we’ve set for ourselves?” Once you’ve identified which indicators align most closely with your vision and mission, you can set performance targets that your employees should reach.
Attract The Best-Fit Talent
Any hardworking, talented employee would want to work at an organization with healthy policies and an environment conducive to productivity. Your brand values and mission statement will help prospective employees understand your company.
The right brand and mission statements will be powerful and attractive to the right talent, and you’ll have your pick of gifted individuals. They remain essential after the hiring period as well—you’ll retain top talent when you show them that you strive to work in close alignment to the mission and vision that made your company such a viable option for them in the first place.
Inspire For Your Employees
Your brand statements should be an important part of your day-to-day business operations. If there’s a team meeting to discuss performance standards, targets, or objectives, the conversation should begin with your company’s brand statements. You need to make your brand values and mission extremely visible, so each employee is fully aware of your organization’s principles and goals.
If you’re revisiting the brand and mission statements, you can even ask your employees to collaborate with you so you can assess what their goals are. This collaborative effort will allow your employees to feel like part of a closely-knit team.
All management personnel should give the utmost importance to brand and mission statements. If employees recognize that these statements are integral to the company’s functioning, they’ll be likelier to give them greater significance.
Facilitate Collaboration Between Stakeholders
With time, your company will evolve and take on new shapes. It’s up to you to ensure that the organization’s initiatives don’t stray too far from the intended values and missions. Whenever you pick any new projects or look for business partnerships, you should keep your brand’s principles in mind.
That being said, it can be good practice to revisit your values and mission regularly. You might find that a few slight alterations can facilitate collaboration between stakeholders. Sometimes, companies realize that their original mission and values have become obsolete due to leadership changes, expansions, or partnerships.
In these cases, you should alter the mission and brand statements to reflect your company’s operations more closely. If you’re revising these statements, you’re going to need input from external and internal stakeholders.
Clear-cut and powerful missions and values allow prospective partners to find you. When your brand statements and values reflect in your actions, it’s possible to form strong partnerships with the right businesses.
The world’s biggest and most recognizable brands use their vision and mission as parameters to measure success. Your mission statement guides your present while your brand statement outlines your vision for the future. If you incorporate your mission into your projects and are continually working towards your vision, you’re staying true to your brand’s values and statements.
However, this doesn’t mean that your mission and brand statements should always remain the same. Make sure to revisit these statements often and determine whether they still ring true to you and your stakeholders. Regularly updating your brand statements will help you communicate to prospective employees and business partners alike what truly sets your organization apart from others.
It would be best to incorporate your brand statements and values into your website and any marketing materials you think appropriate. Make sure that every employee is aware of the mission and vision you’ve set for the brand. You can include these statements in emails and have them on display throughout the office. Constructing brand and mission statements is just the beginning of creating your brand’s identity. You then have to identify your brand values and incorporate these into every aspect of your company’s operations. You’ll have to ask yourself what makes your brand unique and use this to construct your brand voice.