Values, Vision & Mission
Let’s start at the very beginning.
A very good place to start.
When you read you begin with A-B-C.
When you sing you begin with do-re-mi.
— Oscar Hammerstein • The Sound of Music
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“The first three notes just happen to be…”
When we create a brand and identity — business, nonprofit, professional practice, consultancy, personal, or anything else — we begin with “why-why-why.”
As Simon Sinek explains, “People don’t buy what you do; they buy why you do it.” See my Reading Room summary of Start With Why and link to Simon’s infamous TED Talk.
Similarly, Steve Jobs declares at the launch of Apple’s epic Think Different campaign, “to me, marketing is about values” followed by his observation “our customers want to know what we stand for.” See my Notes from Drydock post and link to Steve’s speech.
And we know intuitively it is true.
Our “WHY” is at the center. From there, all else emanates.
That “WHY” (our reason-to-be or purpose) is typically expressed in branding and marketing as core values, vision, and mission.
Values
Values reflect the deeply-held beliefs and fundamental principles that define our identity, determine our priorities, guide our behavior, and inspire alignment around a common purpose or goal — what we stand for.
Values shape culture.
Vision
Vision is how we passionately imagine our idea, product, service, expertise, world, or life at its potential best, or believe it can (and should) become — the change we want to be.
Vision shapes goals.
Mission
Mission is our proactive role in driving our vision forward through a business, nonprofit, professional practice, or consultancy, in keeping with our values — what we intend to do.
Mission shapes actions.
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Learn more in Brandology posts where I delve deeper into each of the three component spheres of “WHY.”
The “Bluemanity” aircraft is an expression of JetBlue’s values.
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10.01.24
This post is an entry in Creative Toolbox • Brandology where we share current best practices and emerging trends that inform Communication By Design solutions for your business, nonprofit, professional practice, or consultancy.