The Importance of Mission and Vision Statements
In Chapter 6 of, “Social Media for Strategic Communication,”
Karen Freberg touched on the importance of having a vision and a mission
statement. Both concepts are very closely related but serve such an important purpose
for a brand. A brand’s vision is the guiding principle that describes the
overall goals and dreams of the organization. A mission describes the overall
purpose of the brand.
Vision statements allow a brand to stay on track and never lose sight of the ultimate goal. It’s important for the vision statement to relate back to the brand’s personality, key attributes, core values and present and future behavioral intentions. This vision should be consistent between all social media platforms utilized by a brand. Karen Freberg describes the biggest difference between vision and mission statement as the timing. The mission statements are typically focused on what is happening at the present moment. To prepare a solid mission statement, ask yourself the following questions:
1. Who are we?
2. Who are our customers?
3. What are our goals presently?
4. What is our voice as a brand, and what is the voice of our community?
5. What is our leadership style like?
6. What is our operating philosophy (basic beliefs, values, ethics, etc.)?
7. What are our core competencies or competitive advantages?
8. What are our responsibilities with respect to being a good steward of our human, financial, and environmental resources?
Without answering these questions and knowing what your overall vision and mission is, it could result in falling off your path to success. In the reading, there were a few different examples of vision statements. My favorite was Adidas which says, “Our vision is . . . to enhance social and environmental performance in the supply chain, thereby improving the lives of the people making our products.” I think their statement speaks truth about their brand and how improving the lives of people is important to them.
Vision statements allow a brand to stay on track and never lose sight of the ultimate goal. It’s important for the vision statement to relate back to the brand’s personality, key attributes, core values and present and future behavioral intentions. This vision should be consistent between all social media platforms utilized by a brand. Karen Freberg describes the biggest difference between vision and mission statement as the timing. The mission statements are typically focused on what is happening at the present moment. To prepare a solid mission statement, ask yourself the following questions:
1. Who are we?
2. Who are our customers?
3. What are our goals presently?
4. What is our voice as a brand, and what is the voice of our community?
5. What is our leadership style like?
6. What is our operating philosophy (basic beliefs, values, ethics, etc.)?
7. What are our core competencies or competitive advantages?
8. What are our responsibilities with respect to being a good steward of our human, financial, and environmental resources?
Without answering these questions and knowing what your overall vision and mission is, it could result in falling off your path to success. In the reading, there were a few different examples of vision statements. My favorite was Adidas which says, “Our vision is . . . to enhance social and environmental performance in the supply chain, thereby improving the lives of the people making our products.” I think their statement speaks truth about their brand and how improving the lives of people is important to them.
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