Crystallising your vision, mission and values

VISION

MISSION

& VALUES

Dan Dufour, Senior Brand Planner

The Good Agency

[email protected]

www.thegoodagency.co.uk


The Good Agency

[email protected]


A little bit about me…

Match the vision with the brand

The Earth’s Favourite Little Healthy Food and

Drinks Company


The Earth’s Favourite Little Healthy Food and

Drinks Company


“To bring inspiration and innovation to every

athlete*in the world”

* If you have a body, you are an athlete.


“To bring inspiration and innovation to every

athlete*in the world”

* If you have a body, you are an athlete.


"Our vision is to be earth's most customer centric

company; to build a place where people can come

to find and discover anything they might want to

buy online."


"Our vision is to be earth's most customer centric

company; to build a place where people can come

to find and discover anything they might want to

buy online."


"To be the company that best understands and

satisfies the product, service and self-fulfilment

needs of women - globally."


"To be the company that best understands and

satisfies the product, service and self-fulfilment

needs of women - globally."


To end cruelty to children in the UK.


Cruelty to children must stop. Full Stop


We believe that everybody needs a home in

a place they can thrive. Our work won’t stop until

there is a home for everyone.



A just world free from poverty.


A just world free from poverty.

Freedom Human Rights

Freedom Human Rights

Performance

At our heart is a focus on performance that earns us the right to grow.

Innovative

We are innovative, behaving in a way which takes full advantage of the rapid

development and application of know-how, including new ideas, processes and

knowledge.

Progressive

We will be a company that never stands still, a company with a dynamic

leadership continually searching for new ideas and better ways of doing things,

a company that is open, inclusive and diverse.

Green

We will be an environmental leader, demonstrating social responsibility in all

that we do and a concern for the environment in its broadest sense.

Performance

At our heart is a focus on performance that earns us the right to grow.

Innovative

We are innovative, behaving in a way which takes full advantage of the rapid

development and application of know-how, including new ideas, processes and

knowledge.

Progressive

We will be a company that never stands still, a company with a dynamic

leadership continually searching for new ideas and better ways of doing things,

a company that is open, inclusive and diverse.

Green

We will be an environmental leader, demonstrating social responsibility in all

that we do and a concern for the environment in its broadest sense.

The brand axis

Products and services Environment

Behaviour Communications

An essence distinguishes the brand

HAPPY

HOPE

SAFETY

FREEDOM

ACTION

INDULGENCE

What is a brand?

A brand is a set of ideas, images and associations that people carry

around in their heads about companies, products, services or even

charities. In other words it is an expression of who you are and

what you do, as well as what you say and how you look.

“A brand is the space

you occupy in

someone's’ mind”

Anita Roddick

Photography

& Illustration

Typography

Colours

Logo

Tone of Voice

Positioning

Statement

Strapline

Name

Vision

Mission

Values

Verbal identity Visual identity

The elements that make up a brand platform

Vision

Mission

Values

Purpose

Promise

Proposition

Positioning Personality

Behaviours

Essence

Brand models


Vision:

Your reason for being, based on recognised and unrecognised customer needs and desires.

An audacious statement, the vision articulates the brand’s aspirations, frames its long-term

ambitions and essentially captures its point of view on the world.

Mission:

A statement that describes how the vision can be accomplished, embodying practical business

goals. It is ambitious yet achievable over time, and generally reassessed as markets change

and the company grows.

Values:

The tenets that guide an organisation’s relationships - with employees, consumers, the media

and so on – thereby capturing the spirit of the brand and reinforcing the vision and mission.

In the same way that individuals’ morals and ethics form their behaviour, core values, remain

constant in the face of changing marketing strategies.

The Economist: Brands and Branding, Rita Clifton and John Simmons, 2003


Vision:

A sentence that sums up what the organisation is trying to create, even if it cannot achieve that

task single-handed.

Mission:

The way or ways the organisation will achieve its vision, or its particular part in achieving the

vision.

Values:

The principles that underline the organisation’s way of working or achieving its goal.

Joe Saxton, Polishing the diamond, nfp synergy, 2002

Vision: A sentence that sums up what the organisation is striving to achieve. Its long-term

ambition.

Mission: The way or ways the organisation will achieve its vision.

Values: The principles that direct the organisation’s way of working and communicating.

OR

Values: The principles that direct the organisation’s way of working (behaviour)

Personality: The principles that direct the way the organisation communicates (visual identity

and tone of voice)


Dan Dufour, Senior Brand Planner, The Good Agency

Checklist

Vision:

• Short – ideally one line – and aspirational

Mission:

• A “summary” of the core things that you do and

that won’t change significantly over time

• It doesn’t have to include all your strategic goals

Values:

Externally

• Used to guide your communication and the way

you present yourselves

• The lynchpin of tone of voice

• Conveyed in your look and feel

Internally

• What you stand for

• Used to guide behaviour, particularly decision-

making

• Embedded in HR processes

• Used to engage and inspire staff

Your brand platform

should be:

• True

• Easy to understand

• Memorable

• Aspirational

• Differentiating

How do you find them?

Vision and Mission:

• Look back at history

• Look ahead and at the corporate strategy

• Interview the Chief Executive, Chairman, Directors and Trustees

• In-depth interviews and/or workshops

• “How would you describe our long-term goal?” What are we ultimately trying to

achieve? “Why do we exist””

• Don’t forget to look at your competitors for differentiation

Values:

• Interview the Chief Executive, Chairman, Directors and Trustees

• “What values are important to us” “What traits and qualities make us unique”

• 3 words for today and 3 words for the charity of the future (tomorrow)

• Staff workshops

• Don’t forget to look at the competition again to make sure the values are

distinctive

Vision, Mission & Values (Linked to the Corporate Strategy)

Visual and Verbal Identity

Communications, Environments, Products/Services, Behaviour

HR

Policy

Comms

Campaigns

Fundraising

Services

How do you use them?

Vision, Mission & Values (Linked to the Corporate Strategy)

Visual and Verbal Identity

Communications, Environments, Products/Services, Behaviour

HR

Policy

Comms

Campaigns

Fundraising “Case for

support”

Services

How do you use them?

We asked people what three words

they would used to describe the

charity today…

1/ Informative

2/ Supportive

3/ Friendly

Passive

Distant

Disparate

Old-fashioned

Traditional

Conservative

Cautious

Complacent

Clumsy

Bureaucratic

White middle class

And what three words they would use

to describe the charity they would like

to see of the future…

1/ Informative

2/ Supportive

3/ Friendly

Unified

Coherent

Efficient

Bold

Modern

Dynamic

Innovative

Progressive

Pioneering

Well-known

Warm

Positive

Hope

Empowering

Cure

Parkinson’s UK

Vision: To find a cure, and improve life for everyone affected by Parkinson’s.

Core values (the way we work):

• We listen: Everything we do is based on the experiences of people with Parkinson’s.

• We focus: We deliver results and make the most of our resources.

• We inspire: Our energy and determination inspire those around us.

• We innovate: We are forward-thinking, always seeking to improve.

• We’re united: We work together as one organisation united behind a shared vision.

Brand values (the way we communicate):

Short: We get to the point. We say what we think.

Simple: We use friendly conversational language.

Bold: We stand out from the crowd.

Bright: We’re lively, positive and upbeat.

Human: Our personality shines through.

Results

• 96% staff agree the charity now has a clear vision for the future (compared to just 30%

before)

• 72% members believe the new brand will help the charity achieve its goals

• 11% increase in average donation

• 32% increase in direct mail response

• 5% ahead of fundraising target for year (after six months)

• 74% branches adopted the new brand in the first month

• Unsolicited donations up by an average of £150,000 a month

Homework: Brand Planning Tool

Vision

Mission

Personality

Essence

Killer facts

Values

What are the things you really want people to remember about your charity

The way you express yourself

The qualities that make you unique

How you will achieve your vision

Your ultimate ambition

What is at your heart and soul

Homework: Brand Planning Tool

Vision

Mission

Personality

Essence

Killer facts

Values

Vision:

We believe that everybody needs a home in a place they can thrive. Our work won’t stop until

there is a home for everyone.

Mission:

We help people to find and keep a home in a place where they can thrive, and tackle the root

causes of bad housing by campaigning for new laws, policies, and solutions.

Values:

We're approachable: Shelter is a lifeline for anyone who is homeless or suffering in bad

housing. If you’re faced with losing your home, we’ll do everything we can to help you keep a

secure roof over your head.

We challenge: Home is a basic human need. In our affluent nation, everyone should have a

home, and Shelter is challenging the people in power to make that vision a reality, through

tenacious lobbying, persuasive research and policy reports, and high-profile public campaigns.

We're enterprising: Shelter strives to get the most out of every penny it spends. We’re proud to

join forces with like-minded organisations, to share our ideas, and develop creative ways of

tackling housing need.

Our vision

Is a world in which every child attains the right to survival, protection, development and

participation.

Our mission

Is to inspire breakthroughs in the way the world treats children, and to achieve immediate and

lasting change in their lives.

Our values:

We’re outraged by child exploitation, neglect and suffering. We demand justice for the world’s

poorest and most vulnerable children.

We’re ambitious about achieving dramatic change for children, and we’re determined to

deliver it. We never give in to those who think big changes are impossible.

We’re creative. We’re always looking for new and better ways to help children, drawing on

different perspectives and experiences around the world – especially those of children

themselves. We’re not afraid to provoke and surprise people if it gets the job done.

We keep our promises to children, to our supporters and partners, and to each other. We

work hard to earn their trust, and we take responsibility for everything we say and do.

Our purpose:

Greenpeace is an independent global campaigning organisation that acts to change attitudes

and behaviour, to protect and conserve the environment and to promote peace by:

• Investigating, exposing and confronting environmental abuse

• Challenging the political and economic power of those who can effect change

• Driving environmentally responsible and socially just solutions that offer hope for this and

future generations

• Inspiring people to take responsibility for the planet

What we believe in:

Non-violence: Core to our roots is the principle of peaceful action. We avoid violence even

when our acts are seen as provocative.

Confrontation: We believe in creative confrontation. By challenging ideas and behaviour we

believe we can move people and organisations.

Independence: Greenpeace is supported by individuals. By not accepting funds from political

parties, governments or corporations, we maintain our independence.

The power of acting together: We believe in the power of the many. The future of the

environment rests with the millions of people around the world who share our beliefs. Together

we can tackle environmental problems and promote solutions.

Overarching brand idea: Inspiring Action

Page 93, Living the Brand, Nicholas Ind

Questions?


The Good Agency

[email protected]


Documents

Crystallising your vision, mission and values