Three friends are planning a road trip. One says, “Let’s go somewhere we’ve never been!” This is vision—the dream. A second friend pulls out a map and says, “Okay, we’re driving to the Grand Canyon and we’re leaving on Tuesday.” This is mission—vision’s structure. The third friend says, “Cool, but we’re not skipping national parks along the way, and we’ll split gas evenly.” These are values—the rules for when things get complicated.
Without all three you’re all just dreamin’ in the driveway.
Vision, mission, and values work the same way in business. They’re your navigation system, influencers of your Brand Platform, the document that contains all 10 Brand Assets of your brand’s strategy.
Goals, objectives, barriers, strategies, audience, insights, position, promise, support, tone & personality.
Vision informs your Goals. Mission shapes your Audience and Promise. Values guide your Strategies and Tone. The Brand Platform is what ties everything together with an invisible string so every decision—from finance to marketing to sales to HR—moves in the same direction.
Best all-wheel drive, ever.
This is part of Jayne Agency’s series on building brands that get where they need to, with a strong vision, mission & values, and a strong brand platform. Looking to untangle what’s going on inside your business? Start from the top or jump in.
Read the Full Series:
Opening the floor for discussion. We would like to hear from our community around topics like these. Any thoughts on the questions below when it comes to your brand? Mention in the comments, or shoot us a DM!
What’s the weirdest compliment a customer has ever given you?
What’s a line you won’t cross in business and what has it cost you?
What’s the best brand advice you’ve ever come across?
What’s a question you ask in every job interview that tells you everything you need to know?
If you could uninvent one thing in your industry, what would it be and why?
Next up from the Devil’s Advocate is a market analysis that shows vision, mission, and values playing out in real time through current events.
See you then!
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