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.