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Define Your Company Mission, Vision, and Values

The mission, vision, and values of your company are key to developing a great brand and therefore you have to take your time to define them. They convey the primary purpose, the direction, and the underlying values of your company. If developed and enforced thoughtfully, the statements will provide your company with guidance, particularly in times of rapid change.

Your mission statement should define the reason or purpose for being and it should guide the day-to-day operations of your organization, motivate your employees, and communicate to all stakeholders the solutions your organization offers. Put differently, it should paint a picture of what your company represents and what it does.

When it comes to defining the vision statement, you should focus on describing the future of your company. The statement should reveal what your company hopes or aspires to achieve in addition to inspiring, motivating, and providing direction to your staff. Therefore, it has to serve as the guide for choosing the future and current courses of action.

Finally, the value statements of your company should highlight the philosophical ideals and core principles of your organization. They should inform and guide the behaviors and decisions of people in your organization and signal to the external stakeholders what is important to your organization. Besides, they have to shape the daily culture and allow the easier making of decisions.

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