There’s been a lot of hating on mission statements and vision statements over the last decade. And some of it’s warranted. However, the idea that you can create a successful brand, or a successful business, without knowing some semblance of these “ugly step children” is a bit ridiculous. Trying to construct a brand while saying mission and vision statements are inconsequential is a bit like saying you’re constructing a building and have decided to ignore those out-moded laws of gravity and mass.
In fact, after working with businesses of various sizes across very diverse industries for more than 20 years on branding initiatives, I would venture to say just about every small- to medium-sized business. The fact is, most businesses are deathly afraid of choosing a target market. Here’s why.
If an organization has a well-defined brand—not just a logo design and color scheme—they have a heck of a lot of fuel for social media, blogging, search engine optimization, public relations, and word-of-mouth. A logo, by itself, doesn’t go so far in these increasingly important and mission-critical channels that are all about messaging, targeting, content, and differentiation.
Featured in the Executive Profile in the July 5th edition of the Portland Business Journal.
So far everyone who’s commented on the coverage says for once they had fun reading one of these. I’ve been thanked twice for the fact that my favorite quote wasn’t something typically boring and trite like, “Success is it’s own reward” or “Know thy customer.” I know exactly what they mean (but honestly, that knowing your customer stuff is really key, you know.) —Jason
So it came as a total surprise when the drastic, Jonathon Ive–led overhaul of the iOS—the biggest single change since the iPhone’s introduction—completely underscored our recent predictions; the seven significant design trajectories I identified that were likely to continue to influence branding and logo design in the near future.