Values, Positioning, Vision, Mission, Brand Promise: What is the Difference?

Many businesses understand the importance of investing in a marketing strategy. Companies will spends thousands, even millions, on tactical campaigns to generate new customers, sell products, increase brand awareness and (hopefully) boost their bottom line.

What many organizations fail to establish are internal communication statements that generate an understanding of how external messaging should be structured. The statements I’m referring to include a values statement, positioning statement, vision statement, mission statement and brand promise.

During a recent brand evaluation and rebrand for a client, we were challenged to help their organization understand why all of these statements are necessary. Each of the five serve a distinct and functional purpose that when used together help leadership, employees and customers achieve common, organizational goals.

Values Statement (What you Feel)

The values statement (sometimes known as the company philosophy) describes how you conduct business. It describes the emotional motivators of  the organization and is used as a guide for behavior and communication. It’s what’s in  your heart and how that matters to your business.

Positioning Statement (What you Know)

This statement describes your target market, what problems they face and how your company solves it. This statement is founded in research and explains what is unique about your business. These are the things you know; of all the statements this is the most informational and least emotional.

Vision Statement (Where you Want to be)

The vision statement is where you want to be in 5 to 10 years. It should be an aspirational, stretch statement. It includes the purpose of the organization and where you envision the company heading. This is one place it’s okay to dream … don’t hold back.

Mission Statement (How you Plan to get There)

The mission statement answers “so how are we going to get there?” It describes why your company exists and supports the goals outlined in your vision. Most importantly, this statement should be actionable, clear and concise for everyone in your organization. (Keep it short people, we’re not saving the world).

Brand Promise (What Your Customers can Expect)

The brand promise is the last, but perhaps one of the most important statements, you can develop. One client referred to this as the “Customer Commitment.” This statement should be believable and indicate what your product is and who it is for.

In an article by Michelann Quimby, the author explains the importance of defining these statements early on, and sticking to them; they are essential to putting communication plans into action and bringing strategic plans to life. The more time you spend up front establishing clear, honest statements about your company the more time (and money) you will save in the long run.