This is the third in a series of blog posts on the need for a brand platform and the elements there of.
So how to vision and mission differ?
Vision is about the future, the desired end-state you want to achieve.
Mission defines the purpose of the organization in terms of something outside the company, beyond profits or market position. How is your company, product or service make the world a better place? What are you doing to help mankind?
If executed, the mission will ultimately lead to the realization of the vision.
For example, Henry Ford's vision was "To build a car his own workers could afford to buy."
His mission was, "To pass on to the motorist who buys our products, every efficiency possible, in the production of automobiles, from modern methods of procurement, manufacture and assembly."
Disney mission is: "We create happiness by providing the finest in entertainment for people of all ages, everywhere."
Apple's is: "To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We are proving that high technology does not have to be intimidating for noncomputer experts."
I'm not convinced Apple succeeded on the "low cost" portion of their mission, perhaps "high value" would be more appropriate?
What do you need to consider when developing your mission?
- Your vision
- The history and culture of your firm
- Current preferences of the owners and management team
- The resources available for achieving the mission
- Distinctive competencies of the firm -- what makes you "different and better"
- Current business environment, including your competition
The mission is the second of the four critical elements of the brand platform.
I'll address core values and strategic positions in the next two posts.
What are some other mission statements that resonate with you?