Courtesy of Ben and Jerry’s
Before a company establishes a blog, it’s important to determine its goals. Maybe it’s to drive sales or strengthen a brand; or, perhaps it’s to become an influencer in a category or sector. Either way, a blog has goals just like program strategy has goals.
If you own or work at a company, having business goals are also critical. Everything implemented throughout the company is in alignment with business goals.
What of a company mission statement?
No matter the size of your team, if you’re a small-to-medium business (SMB), then you need to think strategically about your company’s purpose. What is the philosophy you’ll guide your teams with? With whom are you engaging and in what location? Do you have a product or service you want to particularly focus on that should be added to your mission statement?
I honed in on the word “mission” in a story by Crain’s Chicago Business when I saw the viral video by the Chicago Music Exchange called “100 Riffs.” The owner of the Chicago Music Exchange asked its employees to create viral video (I think you can only create video with the hopes of it going viral, really).
The video of 100 riffs on the history of rock in one take did go viral and is still being viewed on YouTube. The campaign was submitted to Crain’s Chicago Business and was featured in a story. The owner of the Chicago Music Exchange said the video aligned with its mission, was perfect for customers, and showcased the very essence of the Chicago retailer of music equipment.
In the Jan. 28, 2013 issue of Advertising Age, a story “How the usually dry annual report has become brands’ secret marketing weapon,” detailed how a bland annual report took the 2012 Cannes International Festival of Creativity by storm.
Austria Solar submitted what looked to be a completely blank white book as its annual report. The pages were solid white with no ink…until someone took the book outside and exposed it to solar rays. The sun’s rays reacted with the specially treated paper to bring the words inside to light, literally.
Here’s the hitch…the article stated, “While it could have come across as gimmicky, it was a solid concept that conveyed the company’s mission in a single, startling moment.”
Think about that a sec…here is a reporter making the connection from a highly creative annual report the likes no juror at this international competition has ever seen to the company’s mission. When do reporters draw that bridge? When something so extremely innovative makes someone connect the dots to the company that launched it. Fabulous, eh?
We can draw the same correlation to the Chicago Music Exchange video, too. It asked the staff to develop something that showed customers its equipment, talent, knowledge, and love for music — all part of the mission.
We rarely see mission statements of companies; they’re oft hidden on websites or buried deep in a dusty file cabinet. Every so often, pull your mission statement off the shelf and see if your company is adhering to that original intent, philosophy, and strategy with highly creative products, services and actions.
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I agree Jayme, the mission statement is the centerpiece of your company and from whence your content strategy should start. And please, it should never to be buried where the sun don’t shine! I watched the video from Austria Solar, it was magnificent. That is surely driving the brand home and told me more about the company then all the copy inside.
@annelizhannan Good Morning! Thanks for weighing in on this topic. It’s funny; when I read “Mission” in the first story, I thought nothing but “hmm, interesting.” Then, when I saw it again in the Austria Solar story, it was apparent companies needed a bit of a reminder to re-read the mission statement.
I love innovation; obviously, that company and its creative team deserved to win a Lion at Cannes.
This is timely. I’m in the midst of creating a mission statement for my blog and business. It’s an important exercise that helps guide your beliefs. These examples you shared are wonderful creative and inspirational!
@Michelle_Mazur Hi, Michelle. Thanks so much for stopping in! I’m so glad you’re taking great care with your mission statement; that inspires me, too!
I should probably do a survey — how many businesses (all sizes) actually have a business plan, business goals, mission statement, marketing strategy.
I think the numbers would be astounding in the “nay” category!
Hi Jayme, this is such a good example of what to do. I really felt the Inc article specifically the tip that says “revisit it often” which you pointed out here too. The examples are awesome! Personally, I think a company has to LIVE its mission and that’s what’s likely wrong with many a mission.
The Chicago Music Exchange video is a brilliant example. Subtle, fun and tangible.
I have to say the firm where I work https://designdialog.ca does a good job of living its mission even if it’s not publicly front and center. I say that because it permeates everything we do right down to the performance review which is structured to respond directly to the mission. DIALOG’s mission is about its people and people make or break the public perception of the firm. Any firm, for that matter.
I wrote something about this topic a while back based on a conversation I overheard. If you want to give it a spin here it is…..https://theviewfromhere.ca/2012/09/mission-position-how-do-you-position-your-mission/
Cheers!
@rdopping Looks like the firm is doing a fantastic job of delivering mission and nuance to its employees, too. You have always spoken highly of your employers and it seems you’re always trying, too, to keep the place rockin’. Good on ya!
Thanks for coming by…every company regardless needs a mission statement, for sure!