The statement embodies the company’s philosophies, goals and ambitions. A company operating without a mission statement runs the risk of wandering off course without having the ability to verify that it is on its intended mission.
The quality of your vision determines the creativity, quality and originality of the business ideas and solutions for the goods and services offered. A powerful vision statement should stretch expectations of customers and aspirations of employees through corporate branding.
To illustrate the importance of this point, the management team at IKEA make their mission and vision statement crystal clear.
“At IKEA our vision is to create a better everyday life for many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
"So together, we save money for a better everyday life”.
Using words like "together" and "we" make IKEA accessible and appealing to customers.
Core values can best be described as operating philosophies or principles that guide an organisation’s internal conduct as well as its relationship with the external world. When delivering the brand architecture, we aim to make the mission, vision and values positioning statements: More succinct, Memorable, Unique, Realistic
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