Apr | 2014 | Real Communications

Why a Mission Statement?

Part of my work as a communication strategist is to ensure that my client (business, organisation or even individual) plans where it is going and how it is going to get there. Together we develop a ‘blueprint’ that serves to align its business plan with its communication plan so that the overall ‘dreams or hopes’ articulated in the mission statement, are fulfilled.

There are many debates around whether or not a mission statement is worth all the attention we afford it. Some say it’s a waste of time, while others say it represents the soul of the organisation; it is a declaration of intent, the guiding principles for the way a company behaves.

Take a look at Geoffrey James’ article: Mission Statements are a Joke

http://www.inc.com/geoffrey-james/mission-statements-are-a-joke.html

Then take a look at the article on Holstee’s Manifesto:

http://www.inc.com/magazine/201202/a-powerful-mission-statement.html

What are your thoughts on a Mission Statement?

Why brand? Is it only for cattle? Ranchers and farmers brand their cattle to identify them and depict ownership.

Branding a company is far more complex and should be addressed in a more meaningful and mindful way, and adopting a responsible, long-term approach is best for the survival of a company and its brand:

Branding is more than just the naming of a company. It encompasses who it is, what it stands for, the people it deals with, its behaviour, its products and its worth.
People make associations between the brand name and logo and the behaviour, communication and the actions of an organisation – make them positive perceptions.
A brand has to have a purpose that includes doing good in the environment within which it operates. Some call it “giving back.”
Organisations must deliver on brand promises. It’s called ethical branding….
A brand needs to change according to the demands and needs of the socio-economic and political environments – even involving itself in the moral and social fabric of a country.
Develop a genuine interest in the world and its people. In all its operations it needs to develop an ‘others’ approach, not only an ‘us’ approach – an outside-in approach.

According to Thomas Kolster, the key to brand leadership includes knowing that:

Sustainability is the new USP
Sustainability is the new competition
Responsibility is the new trust currency
Collaboration in a sharing economy will lead the way.

Kolster challenges brand leaders to interrogate the way they do things, and to start implementing “world-bettering” strategies in their brand management.