Identifying your company's core focus.
We each have our own sense of purpose, the reason we get up in the morning and tackle each day head on. Often times individuals don't consciously identify their personal brand purpose, their Why, but just vaguely have a notion of what they enjoy, what they are good at and what brings them joy. Businesses often operate in much the same way, having a vague mission or vision, but often lacking clarity and a guiding principle. This is a critical need when managing a brand as your team cannot rally around something they cannot clearly articulate.
The first step to establishing your culture and your purpose is to identify your mission and vision-in life and business. Plainly stated:
Your Vision: This is an ideal world or a long-term goal that you constantly strive for. It paints a picture of what you hope to accomplish and why you do what you do. Some contend that the Vision is greater than what can be accomplished, but its aspirational nature is what keeps your organization moving forward.
Examples:
Evolved Experience Solutions: To use data solutions to ensure brands create consistently positive, memorable interactions in every guest experience. (16)
The Nature Conservancy: To leave a sustainable world for future generations. (8)
Marriott: To become the premiere provider and facilitator of leisure and vacation experiences in the world. (15)
Your Mission: This is a brief statement that clearly and concisely outlines what you stand for, who/what you do what you do for. This should be free of jargon and a tool for people to interpret what service you offer. Some of the best mission statements are short (15 words or fewer) and paint a vivid picture of what the company is all about.
Examples:
Evolved Experience Solutions: Create lasting brand memories for guests by optimizing their experience. (10)
Facebook: To give people the power to build community and bring the world closer together. (14)
Public Broadcasting System (PBS): To create content that educates, informs and inspires. (8)
Monterey Bay Aquarium: To inspire conservation of the oceans. (6)
TED: Spreading Ideas. (2 words)
Once you have identified each (and they take time to do so), you'll want to consider the following to assess how strategically your business is aligned.
What programs, priorities and goals are currently on your radar? How much of your time does each of these take up?
Of the priorities currently on your plate, how many directly support the above stated mission or vision?
Of those priorities that are on your plate but do not directly support the mission or vision, why are you currently directly time and energy towards them? (Mandate from above? Peripheral benefit? Long-term strategy? Not really sure?)
If you realize that majority of your priorities already ladder up to and align with your vision, kudos! That is a big step towards long-term success and creating a sustainable culture. Next up: confirm your team and colleagues share that clarity and recognize your company’s values and objectives and help them understand how to prioritize accordingly.
If you realize that much of your day-to-day is NOT aligning with your vision, you are not alone. It is very common to get bogged down in non-essential tasks and problems when there is not a clear vision to work towards. Now that you have that, prioritizing and realigning are your biggest opportunities. Not sure where to begin with this? Let's work through it together!