We have all visited a company’s “About Us” page at some point. It usually consists of a brief history of how the company rose to success and highlights its mission, vision, and values. Most of us usually skip over it or maybe briefly skim it. What we typically overlook is the power that these three words hold. Three simple words that are important pillars of every company. A strong mission, vision, and values are the blueprint for a company’s success. 

What many do not understand is that they are the foundation for any and all companies. Providing clarity and direction for employees and consumers. If they are weak or nonexistent, organizations often find themselves stuck or directionless. 

As a business owner, it is vital to consider how this will help support your marketing team. Think of the three concepts as the glue that holds your team together. Helping them stay on the same page with the same main goal in mind. They will always be able to look back to their mission, vision, and values in order to reevaluate their strategies. Without this, every individual would be headed in separate directions without any guidance.

Mission vs. Vision vs. Values

If not deeply understood, the three similar words can easily be confused. Let’s break them down.

Mission Statement
A mission statement is used to explain your current standing. Why are we here? Who are we here for? It provides clear directions and the actions the company is taking to complete its vision. It is used to provide your team with      clarity for daily operations. As the producer, you are telling your customers who you are and what you are willing to  do for them. By doing this, you are earning trust from potential customers. 

Vision Statement
An effective vision statement is a backbone for all future projects and actions a company takes. It answers questions like “What do we hope to achieve?” or “What impact do we want to make?” It sets up short and long-term goals that the company plans to work towards. It sets a strategic path and helps the company focus on the big picture. 

Values Statement
A company’s values are a guideline to how their whole team operates. They define the culture, standards, and behavior. Customers often choose to engage with brands that share similar values to theirs. A company’s values also play a vital role in looking for a good candidate who will fit into the work environment. When an employee’s personal values align with the company’s, they are more likely to be committed to the mission. 

 

Effect on Long-Term Success

When you are actively using your mission, vision, and values, you are likely to see a powerful impact on your organization. You will see how it will help your team perform better. You will be able to attract more people who support your brand’s purpose. Most importantly, these core principles will work as a backbone to help you make better decisions. 

Over time, it is important to remember that your mission, vision, and values are not set in stone. As your company evolves, so will your statements. It is vital that they continue to represent who you are, what you believe in, and what goals you hope to attain.

Your mission, vision, and values are key for a successful business, not just phrases on a website. If your company does not already have them established, now is the time to create them. They are strategic tools that are going to help build your company’s legacy. In a competitive, ever-changing world, clarity is your edge. With a clear mission, vision, and set of values you have your blueprint for your business’s success.

 

Author Bio:

Liliana Marquez is a current student at the University of Nebraska at Kearney. She is pursuing a Bachelors of Science in Business Administration with a minor in Digital Marketing. Liliana is an intern for NISM and is excited to enhance her marketing/social media skills over the summer. 

Connect with Lili on LinkedIn!