The Importance of a Strong Mission and Vision Statement

We worked with the Texas A&M University Electronics Engineering Technology group this week on their mission and vision statement.

A group comprised of faculty members and industry partners spent the day discussing what the goals of the program should be, now and in the future. It was a great workshop, with lots of spirited discussions and exercises that helped define the purpose and direction of the eSET program.

As a rule, the mission statement is used for internal purposes in an effort to unite a company’s strategy and communicate the emotional benefits to the target customer. It should go well beyond the functional aspects of a product or service.

It’s not meant to be a catchy phrase but rather a well thought-out single statement focusing on customer aspirations versus product benefits or company attributes.

Mission and Vision Statement Analysis Questions

Along the way, we judged different draft versions of the mission statement by asking the following questions:

  • Is it compelling?
  • Is it distinct?
  • Is it achievable?
  • It it sustainable?

For the vision statement, we challenged the group to think beyond what they were currently doing and look at where they would like to take the eSET program. We kept asking questions on what the ultimate goal should be – if there were no constraints.

The team found out quickly that it’s hard to look beyond what seems possible right now and push towards a goal that might be beyond the usual 3 month forecast.

But that’s the beauty of a vision statement that is also aspirational and inspiring. It should be something that excites every single person within an organization, it’s what keeps everyone coming in early and motivated.

After crafting the mission and vision statement, the next steps will be to validate our ideas through a customer and stakeholder survey along with in-depth interviews and focus groups.

Only by stepping back and taking the time to understand the services or products a company provides and what emotional connections it can forge with customers can we create a marketing plan with technology corporate branding that will be effective, achievable and ultimately resonate with customers on a deeper level.

As we move forward, we’ll keep you updated on our progress. Our time with the Texas A&M team was well spent and we’re on our way, having laid the foundation by defining the goals for the program in the near future and beyond.

Posted in: Corporate Branding

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