Mission, Vision, Values: the 3 pillars of a brand
Mission, Vision, Values: the 3 pillars of a brand
The success of a brand depends, from the moment it enters the market, on the organizational culture. Rules, beliefs, habits, experiences and behaviours that are shared by all those who are part of the organization. Culture is the foundation, the DNA of the company. And as with any foundation, you have to talk about its pillars. 3 major concepts, of which we hear a lot, but which also generate a lot of confusion: mission, vision and values.
But what do they mean?
These concepts complement each otherIt does not work in isolation, but as a whole. They are internally defined but externally perceived. Any communication action, any strategy, must take them into account. It is through them that we can see the identity and purpose of a brand.
Mission
The reason for being, the reason why the brand was born and works every day. It is your purpose, conveyed to stakeholders, strengthening their connection. You must answer 3 questions:
- What does my company do?
- How does it work?
- Who does it work for?
For example: Offer your customers premium pieces, so that they too feel exclusive. By getting the answer to these questions, the management of the business becomes clear and objective, closely linked to the core business. The mission identifies the brand, as if it were a kind of identification card.
Vision
É the image of what the brand seeks to be its path and impact on societyin an efficient manner. It ends up materializing how you want to be seen. Please note: The vision should not be confused with the brand strategy. She thinks of the business as a whole. You must answer 4 questions:
- How does my brand look in the long term?
- How do you want to be perceived by the consumer?
- Where do you want to be in the market?
- What type of consumer do you want to reach?
After answering these questions, a final one should be asked:
Is this vision achievable?
For example:
To be one of the national reference companies in the food sector, focusing on organic products.
Values
Attitudes and beliefs by which the company, and (very importantly) its employees, govern themselves to achieve positive results. They seek to motivate, from the inside out, all stakeholders involved. For example: Integrity – Trust – Innovation – Exponential growth.
Values are at the root of standards of conduct, defined by managers on the basis of their ethical and moral convictions, appropriate employee behavior and contribution to society.
In conclusion
These are the 3 pillars of a brand, thus determining what will be its organizational culture, mirrored from the inside out. Not understanding these concepts can jeopardize opportunities for the brand to create a positive image.
If you still have questions about these pillars and are looking for help in defining and implementing them in practice, do not hesitate to contact us. Talk to us using the form below!
Source: HubSpot
