How To Develop Corporate Core Statements
What are Core Statements?
- Purpose Statement: Why a company exists.
- Vision Statement: What a company aims to achieve.
- Mission Statement: How a company plans to achieve its vision.
- Value Statement: What a company stands for and how it behaves.
- Positioning Statement: How a brand differentiates from its competition.
What are the benefits to developing core statements?
- Strategic alignment at the executive level
- Clear direction to everyone throughout the entire company
Most companies do not have a clear vision. Most executives don’t understand the definitions of or difference between a corporate vision, mission or purpose. This overview provides a viewpoint on definitions and benefits but most importantly illustrates how core statements can work together to rationally and emotionally unite an organization and drive growth.
Learn more about the author of this post, Ryan Rieches.
Greetings – I believe you guys have a very effective and strategic method for creating the foundations of a solid brand.
It’s very clear, well thought-out, concise and should be effective if applied correctly by a client. This sort of work is essential at the start of any branding exercise. Your approach educates those that are not as up-to-speed on brand analysis/development, and should produce good results.
I’d like to share this on a new LinkedIn Group for communications professionals (http://www.linkedin.com/groups/Leaders-in-Communications-in-Austin-4237243?trk=myg_ugrp_ovr), please let me know if any questions.
Bill Herring on 01.06.12 at 12:43 pmRyan,
You brought your blog to my attention by commenting on one of my articles. I am very impressed with the elegance of its design and the quality of the content. Congratulations to you and your team!
Michael B. on 01.31.12 at 6:33 pmMichael,
Ryan Rieches on 02.01.12 at 2:04 amThank you for your complimentary view on our approach. Equally, I find you blog very insightful and relevant.
A brand has grown to mean much more than a logo. Branding begins with the consistency of presentation that becomes the identity of a company. Beyond this it represents a consistent value system that a company presents to the world and that is seen to be that company’s way of doing things. On this branding ladder, the challenge is to move beyond the graphic symbols and metaphors to get to the more difficult cultural uniformity that customers and potential customers recognise and value and hereby lies the problem.
This presentation talks about how much brands are worth but the starting point is as you say; developing your corporate position
http://www.slideshare.net/B2B_International
Nick Hague on 02.28.12 at 9:42 amThanks for your feedback Nick, much appreciated. A brand must stand for something and truly believe and exemplify their position, values, culture to build value. Thanks for sharing your presentation on brand value as well.
Ryan on 02.29.12 at 5:00 pmAppealing to our basic emotions is citearnly the way for brands to appeal, and come within the consideration set. Many brands are not doing this at all!Good and timely post!
Elmander on 03.05.12 at 1:21 amRyan, I love the bull’s eye. I use it to help my counseling clients get clarity for creating behavior change.
Brenda Bomgardner
Brenda Bomgardner on 08.14.12 at 7:33 pmhttp://www.CreatingYourBeyond.com
Thanks Brenda, much appreciated.
Ryan Rieches on 08.14.12 at 8:39 pm[...] more information about developing written corporate core values: http://www.brandingbusiness.com/2012/01/how-to-develop-corporate-core-statements/ Share [...]
Utility Compliance Inc. » A companies vision directs their outcome on 11.20.12 at 2:08 pm