Are you ready to take your business to the next level? Do you want to stand out from the crowd and attract more customers? If so, you need to communicate your vision, mission and values on your website and other corporate communications. These are the strategic pillars that define who you are, what you do, and why you do it. They are essential for building a strong brand identity and a loyal customer base.
But did you know that according to a recent survey by Harvard Business Review, only 46% of businesses have a clear vision statement, 37% have a clear mission statement, and 31% have clear values? That means more than half of the businesses out there are missing out on a huge opportunity to connect with their audience and differentiate themselves from their competitors.
Your vision, mission and values are not just words on a page. They are the guiding principles that shape your culture, your goals, and your actions. They help your potential customers understand what you stand for, where you are going, and what you expect from your employees. They also help you align your decisions and actions with your purpose and values.
But how do you communicate them effectively? How do you make sure they are not just generic or copied from other companies? How do you make them memorable and engaging?
Here are some tips to help you craft and communicate your vision, mission and values:
- Start with why. Why does your business exist? What problem are you solving? What impact do you want to make? This is the core of your vision statement. It should be inspiring, aspirational, and concise.
- Define what and how. What do you offer? How do you deliver it? What makes you different? This is the core of your mission statement. It should be clear, specific, and realistic.
- Identify your values. What are the beliefs and principles that guide your behavior? How do you treat your customers, employees, partners, and stakeholders? What are the standards of excellence that you uphold? This is the core of your values statement. It should be relevant, meaningful, and consistent.
- Use simple and powerful language. Avoid jargon, buzzwords, or cliches. Use words that resonate with your audience and reflect your personality. Use active verbs and positive adjectives. Be concise and precise.
- Be authentic and original. Don’t copy or paste from other companies. Your vision, mission and values should reflect your unique identity and story. They should be aligned with your actions and results. They should be true to yourself and your customers.
- Illustrate them with examples. Don’t just tell, show. Use stories, testimonials, case studies, or data to demonstrate how you live up to your vision, mission and values. Use images, videos, graphics, or icons to make them more visual and appealing. Use different styles and formats depending on the medium (website, slidedeck, brochure, etc.). For example, I prefer text-based illustrations on my website for SEO purposes.
- Communicate them consistently. Don’t just write them once and forget about them. Make them visible and accessible on your website and other corporate communications. Refer to them frequently in your marketing messages, internal communications, meetings, trainings, etc. Involve your employees and customers in creating and sharing them. Make them part of your culture and brand.
Communicating your vision, mission and values is not a one-time exercise. It is an ongoing process that requires commitment, creativity, and feedback. It is one of the best investments you can make for your business success.
If you need help with crafting or communicating your vision, mission and values, feel free to contact me anytime. I would love to hear from you and help you achieve your goals.