Mission, Vision & Value Proposition Development

Mission, Vision & Value Proposition Development Because much of our strategy work centers on bridging business, marketing and ancillary communications efforts, Cohesion is often engaged to help companies and organizations develop all, or portions of their Mission, Vision and Values (Proposition) effort. Here are the steps and tools we utilize in these engagements: Develop a […]

Mission, Vision & Value Proposition Development

Because much of our strategy work centers on bridging business, marketing and ancillary communications efforts, Cohesion is often engaged to help companies and organizations develop all, or portions of their Mission, Vision and Values (Proposition) effort. Here are the steps and tools we utilize in these engagements:

Develop a Mission Statement: 
A Mission Statement defines the organization’s purpose and primary objectives. Its prime function is internal – to define the key measure or measures of the organization’s success – and its prime audience is the leadership team and stockholders.

Develop Priority Values:  Define a short list (no more than 10, usually 4-5) of the ideas that customers and employees value most about the organization’s mission.

Develop a Vision Statement:  Vision Statements also define the organizations purpose, but more so in terms of the organization’s values rather than bottom line measures (values are guiding beliefs about how things should be done.) The vision statement communicates both the purpose and values of the organization. For employees, it gives direction about how they are expected to behave and inspires them to give their best. Shared with customers, it shapes customers’ understanding of why they should work with the organization. 

Develop a Value Proposition:  Some organizations have already developed an overall Value Proposition. For these organizations and for the ones that have none at all, a Value Proposition still often needs to be customized to specific areas such as sales, marketing and more.

Brand.Value.Declaration.Citimortgage

Develop a General (Corporate) Brand Declaration:  Brand Declarations (like the one above) are written, synthesized versions of the above four elements. While mission statements are written mostly for the boardroom and vision statements mostly for the general employee – brand declarations are written to hang in the lobby, for the world to see.

Is your organization interested in developing a more succinct and consistent foundation for Mission, Vision & Values? Contact Brian Creath at Cohesion (314-276-5383), or at bcreath@cohesioncompany.com, to discuss.

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