Inside Small Business | Small Business & Home Business Marketing

Vision vs. Mission

by Mike Myatt, Chief Strategy Officer, N2growth

Do you understand the difference between vision and mission? Moreover, do you understand how to leverage their proper use into increased operating performance for your company? Over the years I have witnessed many an executive confuse vision and mission to the detriment of their organizations. This often occurs as a result of the CEO or entrepreneur simply not investing the time to stop and understand the differences between the two. In the text that follows I’ll clearly explain the difference between vision and mission…

I developed a simple organizational framework several years ago which defines the order of operations surrounding management theory. It has been widely adopted by business schools and corporations alike and will serve as a useful backdrop to answering today’s question. It goes like this…”Vision dictates Mission which determines Strategy, which surfaces Goals that frame Objectives, which in turn drives the Tactics that tell an organization what Resources, Infrastructure and Processes are needed to support a certainty of execution” (Mike Myatt, 1988).

You see vision statements are design oriented, while mission statements are execution oriented. In fact, it is the corporate vision that should determine its mission. The vision is bigger picture and future oriented, while the mission is more immediately focused on the present. It is the vision that defines the end game, and the mission is the road map that will take you there.

Vision statements, as implied in the construction of the phraseology itself, put forth a statement of envisioned future. This vision if successful must be underpinned by core ideology, and then expressed with clarity and conviction. A non existent, ambiguous, or ideologically weak corporate vision is nothing short of a recipe for disaster…It would be akin to the proverbial ship without a rudder adrift without any direction or control.

As noted above, mission statements should reflect greater focus on more immediate concerns that support the overarching vision. Mission statements tend to be more functional in nature dealing with touch points from pricing, quality, marketplace, and other items throughout the value chain.

Lastly, don’t get caught up in attempting to develop something catchy to be encapsulated within a piece of framed artwork that hangs in your reception area yet never put into practice. I have made it a point over the years when I see a mission statement posted on the wall of a company to ask employees if they can recite it…they rarely can. It is much more important that your vision and mission be understood by company employees and translated into the resultant authenticity of their actions. Your customers don’t care what you put on paper, but they care immensely about whether or not a company’s vision and mission are reflected in a fulfilled brand promise.

About the Author
Mike Myatt is a Top CEO Coach, author of “Leadership Matters…The CEO Survival Manual,” and is the Managing Director and Chief Strategy Officer at N2growth.

Related Topics: Business, Entrepreneurship, Leadership, Marketing    No Comments    

Branding Your Brand

Stephen Wright, Wright Graphics

Logo design companies supply your logo to you in many different formats for consistent and easy use across different media e.g. web, print. But the challenge is how to tackle brand-building. What is the strategy for small business? Here’s a scenario to consider - You have your new logo, you can start the marketing now, right? Wrong!

It takes more than just a logo; you need to brand your brand. Let’s start with a typical small business situation: you know you’re different and can do a better job than the competition - if given the chance.

But first impressions count. You need to be seen to gain recognition and build your reputation. In a crowded market a couple of seconds is all you may get! So how do you communicate all the benefits of using your services to your target audience? A strong, relevant logo supported by recognizable branding which is achieved using color, typefaces and imagery - that are relevant to your company or services. Importantly there are 3 rules we apply when branding a company:

1. Consistency

2. Consistency

3. Consistency

Repetitive branding will build your brand, to brand your brand, i.e. create effective brand awareness of your company or services. To maintain this consistency you will need to have and follow a style guide. This is a simple, easy to understand guide to using your logo, colors and fonts - and maintain consistency in your branding approach whether it’s for a business card, flyer or a sign outside your shop.

I would suggest that you employ a designer to help you devise a style guide, one that has a strong portfolio of corporate design, because the basics are the same for any company - be it large or small. Your style guide will be worth spending money on, because as you grow your business it will be your roadmap to branding success. Basics like consistent use of color and shape will all become even more important as you grow! With the right style guide you will be able to manage effective and consistent branding across all your marketing.

Stephen Wright is a leading branding and corporate communications designer and manages his Sydney Graphic Design firm Wright Graphics on Sydney’s Northern beaches. http://www.wrightgraphics.com.au

Related Topics: Advertising, Branding, Design, Marketing    No Comments