When Bill Gates just founded Microsoft around 1980, he gave his startup a clear mission: A computer on every desk and in every home.
This mission statement propelled Microsoft from a 30 person team in Albuquerque to the multi-billion dollar company that it is today. This is the power of brand statements.
What are Brand Statements and why is it important?
Branding is usually associated with visual assets such as logos and visual identity, but your brand is a lot more than that. In order to manifest your brand to life, you need to tell what your business stands for.
Your brand statements tell the world the beliefs that inspire and guide your business. It is the promise that you offer to your customers and the mission that guide you and your team into fulfilling that promise.
Brand Statements helps your business to:
- build trust and generate customer loyalty
- connect with your customers in both functional and emotional levels
- provide inspiration and direction for employees
Brand Vision: aspirational goal or ambition
Brand Vision is the future long-term goal that you set for your business. It is focused on what you want to become in the future and the impact you would like your business to make in the world. The most successful brand visions are focused and have a purpose beyond profit that’s motivating to both employees and customers.
Below are some examples of great company visions that are both focused and inspiring:
LinkedIn: To create economic opportunity for every member of the global workforce.
Airbnb: Tapping into the universal human yearning to belong — the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.
Brand Mission: what you strive to achieve every day
Brand Mission is the objective you set to achieve to help you meet your long-term vision. They are specific and focused on the present. It guides the day-to-day operations and decisions you and your team have to make each day.
To show a clear difference between company vision and mission, below are LinkedIn and Airbnb’s company mission:
LinkedIn: To connect the world’s professionals to make them more productive and successful.
Airbnb: Belong anywhere.
Brand Values: how you think and act
These are the core characteristics that your brand stands for. By articulating your values, customers can associate this values with their experience of your brand and employees can embody them and guide them in their day to day decisions.
LinkedIn: Members first. Relationships matter. Be open, honest and constructive. Demand excellence. Take intelligent risks. Act like an owner.
Airbnb: Champion the mission. Be a host. Every frame matters. Be a “cereal” entrepreneur. Embrace the adventure.
Brand statements are organic. As your business grows or change in direction, there may be a need to innovate your initial brand statements. For example having achieved its initial mission of putting a computer on every desk in every home, Microsoft’s new mission is now to empower every person and every organization on the planet to achieve more.
Brand statements are powerful – it’s more than a tool, it’s the foundation of your business, the manifesto that you and your team live by and your promise to your customers.