The Leading Brand Strategy Agency Dedicated to Building B2B Brands

Corporate Visioning

Based on research we’ve conducted with tens of thousands of employees, the number one request from staff to management is “a clear understanding of where the company is going.” Individuals inherently desire to be valued as high performing employees, so it’s only natural for them to seek clarity regarding their roles and how they fit into bigger organizational pictures.

Core Statements: Creating Clarity

With this void in mind, we conducted research to understand why clarity isn’t being offered from senior leadership. We found that although CEOs intuitively sensed the need to offer direction, they couldn’t agree on the meaning of terms such as mission, vision or purpose, and were uncertain as to how to create a set of guiding statements. So in 2007, we decided to develop our own Core Statements creation model to guide corporations forward.

In addition, we found that an ideal time to create these Core Statements was at the conclusion of our corporate visioning and brand architecture development process. With new insights informed by target audience research, competitive analysis, business strategy alignment and clarity of a distinctive brand promise, a new corporate vision for the company’s potential starts to emerge.

Core Statements: How We Do It

At BrandingBusiness, this is how we define and construct Core Statements:

Purpose. It’s WHY we exist. Purpose is bigger than any business goal. When an organization has a clear brand purpose, it attracts talented personnel, strategic alliances and loyal customers.

Vision. It’s WHAT we aim to achieve. A clear corporate vision is a depiction of a desired result that motivates, energizes and helps an organization describe its destination.

Mission. It’s HOW we plan to achieve our corporate vision. A good mission statement determines the best path to achieve the vision.

Values. It’s what we stand for and HOW WE BEHAVE. Values are the traits and qualities that shape daily actions with other employees, customers or suppliers. These values shape corporate culture when they become deeply held and high priorities.

Brand Positioning. It’s HOW we DIFFERENTIATE from our competitors. Typically crafted at the end of a brand strategy process, the brand positioning statement clarifies our unique value proposition to our primary audiences and our point of distinction relative to competitors.

Core Statements: Why They Matter

We believe that when an entire organization clarifies, understands and lives each of these core statements, they have a significantly improved probability for success—both short-term and long-term. They are anchored on more than just a revenue-creating business model. Each of them has, at its core, an inspiring ideology that is intrinsically linked to the company’s brand vision. They inspire enthusiasm in consumers and dedication in employees.

Need help developing your organization’s Core Statement? Call us at (949) 273-6330 or contact us today.

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