What is your organization about and what are its values? Can you answer this question clearly and does it make sense to your stakeholders and audiences? When an organization is started, in most cases it will have a mission – vision statement. This statement serves in part to define the purpose and values of the organization. For example, the purpose of Peak Ecommerce is to harness online marketing to obtain the objectives and goals that our clients and/or we desire. Our vision in part reflects the values we have in conducting business. For example, working with constructive people and entities rather than destructive.
So, what is your organization about?
Sitting down to answer this question you might end up with answers such as:
- We sell stuff
- We service our clients
- We deliver value to our clients
- We operate in an ethical manner that helps our customers
But ask yourself whether any one these really communicate anything. Answering this question can reside in your need to generate revenue while at the same time providing something of value to your target audience. In addition, taking into account your vision will enter the picture at some point.
How You See Your Mission – Vision And How Your Stakeholders & Audience See It
While you and/or your organization may have defined the mission and vision, your stakeholders and audience may see it in another manner. If there is a disconnect from how you are defining it and how they see it, you’ll have problem.
For example, are you saying one thing when it comes to your mission – vision but behaving in another manner which doesn’t correspond with it? If so, online marketing will quickly expose and amplify this. At this point, you are simply asking for trouble unless you have such loyal brand defenders that they are willing to go over the cliff with you.
In addition, depending on what industry you’re in, there may very well be audiences that seek to define and/or redefine your mission and vision. This can be very troublesome from several standpoints. For example, if individuals and/or groups are trying to define your mission – vision in an erroneous manner, you’ll need to counteract this. Being silent and letting them have their way is not the answer.
In summary, clearly defining your mission and vision, staying true to it, and communicating it to your stakeholders, audiences, and even the general public is something you clearly need to do. Online marketing media can go a long way in effectively communicating and supporting it.