Corporate positioningis not just a marketing buzzword. It is about how you can firmly anchor your company and brand in the minds of the target audience and the market landscape. A central aspect of this positioning is the mission, vision, and valuesof your company. A clear understanding of these components can significantly influence the long-term success of your company.
In this guide, you will learn how to define the mission, vision, and values of your company and how to effectively integrate these elements into your brand strategy. Let's go through this process step by step.
Key insights
- The mission describes the overarching why of your company.
- The vision shows where you see your company in the future.
- Values serve as guidelines for actions within your company.
- The sharpening of brand awareness occurs through the clear communication of mission, vision, and values.
Step-by-step guide
1. Define your mission
The mission of your company is the heart of your brand identity. It answers the question of why your company exists and what value you offer your customers. To clearly define your mission, start with a simple statement that summarizes the purpose of your company.
You can use your mission as a central point of orientation for your team. Ensure that it is formulated in an inspiring and motivating way, so that all employees can identify with it.
2. Develop a clear vision
The vision expresses where you see your company in the future. It gives you and your team a goal to work towards. A good vision should be both challenging and achievable. Phrase it in a way that clearly conveys the direction and desired impact of your company on society or the industry.
Use examples from successful companies to find inspiration for your own vision. Consider what makes your vision unique and why customers should identify with you.
3. Establishing company values
Values are the cornerstones of your corporate culture and show what is important to you in your work. They influence business decisions, teamwork, and communication with customers. Create a list of values that are important to you, and prioritize them.
The values should be authentic and reflect your actual conduct in the company. Employees and customers must recognize that these values are genuinely lived out.
4. Involving the team in the process
To develop a sustainable and accepted mission, vision, and values, involve your team in the process. Organize workshops or team meetings where everyone can contribute their thoughts and ideas. This not only promotes identification with the company's principles but can also provide valuable insights.
Choose a transparent voting process for the best formulations so that everyone can see themselves in the final documents.
5. Implementation in corporate communication
Once your mission, vision, and values are established, it is important to integrate these elements into your corporate communication. This can happen through various channels, including your website, social media, and other marketing materials. Ensure that these elements are communicated clearly and consistently.
Use visual elements that align with your values to create a strong brand identity and build customer trust.
6. Review and adjust
Market conditions and company goals are dynamic. Therefore, it is important to regularly review the mission, vision, and values and adjust them to changing circumstances. Conduct annual or semi-annual reviews to ensure that your company's principles remain relevant.
Feedback from employees and customers can be particularly helpful here to determine whether your messages are communicated clearly and whether they are actually lived out in reality.
Summary – Defining mission, vision, and values for corporate positioning
The foundations of successful corporate positioning lie in the clear definition of mission, vision, and values. They not only determine how your company is perceived but also how customers, employees, and partners interact with your company. Use the steps outlined above to find and communicate effective and authentic cornerstones for your brand.
FAQ
How do I define a clear mission for my company?Start with a simple and understandable statement that summarizes the purpose of your company.
Why is a vision important?The vision gives your team a clear direction and inspires it to work towards a common goal.
How do I choose my company values?Create a list of values that are important to you and prioritize them based on their relevance to your company.
How do I integrate mission, vision, and values into corporate communication?Use these elements in marketing materials, your website, and internal communication to create consistency and credibility.
How often should I review my mission and values?It is advisable to conduct a review regularly, at least once a year, to make adjustments as circumstances require.
