One of the biggest things most everyday companies are struggling with, in terms of branding, is how to “tell their story.” If you’re there, you’re not alone. Most everyone struggles with articulating their brand and its narrative. Archetypes can help. Here’s how.
A couple weeks back I was commuting to a client meeting and was backed up at a four-way stop across from a familiar forest-green Waste Management garbage truck. For the first time I was able to read and fully comprehend a marketing decal that’s flashed by me countless times:
“Our landfills provide 17,000 acres of wildlife habitat.”
I actually laughed out loud.
If you want to be an effectively responsive and rapidly evolving culture, what could be more valuable and helpful than knowing the baselines; the “what and why” behind your business (your mission) and “where you want to go” (your vision)? In fact, how effective do you think your path will be without them?
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.