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Step in Before You Step Forward into Your 2019 Marketing Strategy

Tis the season for planning and strategizing. Are you focusing on rolling out your annual promotional calendar? Or maybe working on a new fancy lead generation plan? But I want to know…who’s going back to the basics? These two steps are very well known but often overlooked. To really execute your 2019 marketing strategy, I want you to first evaluate the foundation of your messaging and how it serves as a guide for your business. Let’s dive into your mission and vision for your business!

There are two huge steps you can take for your business this year that will transform the plans you are putting into play and secure your success: mission and vision statement creation. If you’ve heard about mission and vision statements before, maybe you’ve already written a few for your brand, this blog will help you strengthen them and fulfill their purpose. If you’ve never heard of mission or vision statements before, I’ll walk you through the purposes they will serve and the benefits I’ve seen in businesses that adopt these statements.

Your mission statement defines what you do and why you do it. It should articulate what products and services you provide and who you provide them to, while perfectly balancing your aspirational identity and inspiring people to conform to it. I know you’re wondering…. How do I cram all that into one skillfully worded statement? I’ll get to that in my next blog…. Stay tuned, because it’s important to really understand what purposes your mission statement will serve.

There are three purposes your mission statement will serve that will truly benefit you, your employees, and overall, your company:

  1. Decision Making
    As a business owner, you cannot make every tiny decision for your business or employees. As scary as it may sound to some of you, that means you ​have​ to trust the people on your team to represent your brand and make sound choices for your company. A mission statement leads the path to decisions that align with your businesses goals, purpose and function on every level of leadership.
  2. Employee Morale
    Studies show younger generations graduating and joining the workforce are motivated by ​PURPOSE​. Shocker, right? When your employees feel empowered, like they are working for something larger than themselves, your team will be more efficient and work better together. A LinkedIn Global Impact Report in 2016 announced 74% of candidates revealed that they want a job where they feel like their work matters. This is why your mission statement should be crystal clear on your company’s PURPOSE (your WHY)! Even if your staff isn’t full of young millennials or Gen Z's, studies show that ​purpose driven businesses surpass their peers long term​, so defining and promoting your purpose may be to your benefit in the long run. 
  3. Clarify Messaging
    Your mission statement will serve as a foundation for messaging and ultimately help your marketing team develop brand identity. Brand identity requires clear communication about your purpose, it brings customers into the bigger picture you invision and invites them to travel that journey with you. Clear external messaging about your promise and purpose creates repeat buyers and a community of fans around your brand.

I’m sure there are a lot more advantages your business will see after strongly identifying with your mission statement (like-- increasing brand evangelists, brand awareness & identity, and just improving overall marketing strategy). For your mission statement to serve these purposes, you must get very clear on your why. I keep mentioning your ‘WHY’, best explained by Simon Sinek​:

 “Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief - WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? People don’t buy WHAT you do, they buy WHY you do it,” - Simon Sinek, Start With Why

Sinek continues to explain that your WHY is what INSPIRES people to buy into your brand! It motivates human behavior. Here are a few good examples of mission statements that meet all the marks:  

  • Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. - Patagonia
  • To reinvent how people share knowledge, tell stories, and inspire their audiences to act. - Prezi 
  • Helping Members achieve financial success - Idaho Central Credit Union

Don’t get too hung up on the examples! I’ll provide a lot more for you in my next blog to help facilitate your writing process!!

I encourage you to consider your purpose, but I challenge you to take it a step further. I mean, fulfilling those three purposes listed above is a significant accomplishment, but to really inspire action and own 2019, create a VISION statement. Your mission statement is your ‘what’ and ‘why’, your ​vision​ statement is your company’s long-term future aspirational identity.

Your vision statement shouldn’t go into detail about your 5-year or 10-year business strategy, but it should show your passion and motivation to reach your end goal. Dig deep and think about what ‘success’ is to you or your business, then bring your team on board! I promise you’ll find many benefits, I’ll list and explain a few:

  1. Measuring Success
    Measuring your success becomes possible when you know what your aiming for. Providing your leadership and staff with a view of where you’re going, allows for better goals and more valuable evaluation of those goals. Your vision statement will become an asset in planning and setting objectives by getting everyone inspired and on the same page!
  2. Employee Alignment
    When you know where a company is going, it’s easier to see how you fit in long-term. IMPACT (Branding & Design Co) found huge improvements in their turnover rate by simply adopting a vision statement. Why? Because they created an environment that their team felt ownership of and could visualize their own personal growth in!
  3. Employee Engagement
    Creating a vision statement will help set goals but also lays a path to accomplishing those goals. Specifically I mean, rewarding your employees for accomplishments that align with your vision statement. For example, Zappo’s, an online shoe retailer, has customer service as a pillar of their vision statement. With their vision statement in mind, they set goals and reward systems like closer parking spots or ‘Zollars’ (Zappo’s Dollars) for employee’s that get them closer to their vision. It’s a creative way to push the needle forward!

Vision Statements are a great motivator for your staff. Once yours is finalized plaster it all over your office or break rooms to remind your employees what the collective goal is and what success means to your company. Before executing your 2019 marketing plans, I urge you to create mission and vision statements. I promise you will see many benefits beyond the 6 explained in this blog!

Keep your eyes peeled for my next blog…. I’ll walk you through the writing process to creating stellar mission and vision statements! In the meantime, consider your purpose, your ‘why’, and your vision.

I always want to hear how you put my insider tips to use and how it benefited your business. You can connect with me through any of the networks below: 





And I’d love to get to know you and learn more about how I can help your business, please email me with any questions or requests: katlin@theradioboss.com! Happy New Year - KC

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