Your brand’s mission & vision are critical aspects of your identity. An identity isn’t just a label; it’s what you are. And your mission and vision are the most important elements that give your identity substance.
From motivating employees and team members to guiding decision-making and steering your brand’s overall direction, your mission and vision are extremely important to your brand’s success.
It’s more than just philosophy or written statements. It’s something more profound.
When I started building my ideas, I knew a little about mission and vision. At that time, I felt they were just fancy statements meant to hype your brand and make it feel serious and sophisticated.
At first, I was busy trying to copy brands I admired to create my mission and vision statements.
It seemed to work, but as I matured and studied branding, I slowly realised it was more than I thought.
I now had to settle down and start crafting the philosophy that would guide my brands, and I must confess that I feel that I have not, up till now, been able to really capture it all. I still think that there’s more to capture within my mission and vision. You know, we all feel that way.
As a growing brand, you somehow have the liberty to try and test. No one’s going to really pay that much attention to you when you start. So, it’s good that you make all the mistakes when you’re small, try everything now, and ensure you’re seriously learning how to be great, because when you finally start drawing some attention, it may be difficult to start changing certain things that have already become culture.
What’s Mission And Vision?
Your mission is a short, concise statement that describes what your brand does, who it serves and why it exists.
Who are you? Why are you here? Who are you here for? And what are you doing here?
Your vision is a concise statement that describes where you’re going and what you want to achieve.
Where are you going? What do you want to become tomorrow? What’s your destination?
Vision Comes First
Ideally, your vision should come first. Your vision is the destination, while your mission is how you intend to get there, so it should be the first thing you deal with.
Your vision should evoke emotions in those who interact with your brand, including customers, users, employees, partners, and anyone who chances upon your work.
It should be able to draw them into your adventure, give them a small chance to share in your dream and share in your journey.
You see, this is where many brands get it wrong, especially in healthcare, where a strong vision is more likely to draw a community of real believers.
When people are emotionally drawn to your vision, new value is created because they can trust you more, and your team members are ready to go the extra mile to ensure that dream comes to life.
Tips to write your vision:
Discover your why.
What impact do you want your business or brand to have on the world?
Infuse your passion.
You must be passionate about what you want to build, and let that passion flow through the words.
Spend enough time crafting it.
Don’t be in a hurry. Take your time to craft it. These are not just ordinary words. These words will form the philosophy that guides your brand.
Then Your Mission Follows
Once you’ve settled your vision, it’s now time to work on your mission.
Your mission is always in the present. How do you want to get to your vision?
Tips to write your mission:
Identify your core values.
Every brand must have core values. What are yours? Find them. Think about integrity, passion, leadership, etc.
Define the scope of your business.
You must know precisely what your brand does and who it serves. What’s the nature of your products or services, and who are you doing it for? Think about the target market and the value you are providing to them.
Make it very clear and concise.
No jargon or bogus words. It must be easy for anyone to read at first glance and immediately understand it. Less is more. You’re not trying to impress. Your aim is to communicate and make people understand who you are.
Review and refine.
It will take several iterations before you land on one that truly communicates what you are.
Implement it.
Let your mission statement now flow like blood through the vessels of your brand. In everything you do as a brand, ensure your mission is the driving force. Team members must be aware of it. It should be in your marketing, communications and social media.
Can Your Vision & Mission Change?
Yes, they can in certain situations. Sometimes, when we start building, we may not be entirely sure where we’re going, and as we build and push into new frontiers, possibilities open that can force us to adjust.
However, mature brands may need to change their mission and vision only rarely. They already know who they are and where they are headed. On the other hand, brands that are still growing and mapping their futures may be the ones most likely to change or modify their vision and mission.
I have modified and changed our vision here at Care City Media several times. Each new version gradually captured the essence of what we want to do, and today I can say we’ve somehow captured the whole spirit of who we are. We’re still evolving and growing, but the core of our brand identity has already been carved into our purpose.
The Bottom Line
Don’t overlook your mission and vision. They are not just statements that should decorate your website. They are the philosophy behind your brand culture and the hidden motivations that drive it.
If you need help crafting your brand vision and mission, you can reach out to us here, and we will be glad to work with you in creating one that captures the essence of your brand.
