Company Leadership: Goals, Mission and Brand

In the last 2 blog posts I outlined the 3 pillars of leadership as well as the first 3 parts of Company Leadership. Today we are looking Company Leadership and the second 3 aspects that are part of it: Goal setting, Mission statement, Brand.

Goal setting

Out of the vision statement, you can create your company goals. There are different reasons why you should set yourself a goal.

Having a clear goal helps you to put an action plan together and therefore, keeps you focused and makes you more productive.

What happens if you don’t set a goal? Not having a goal means not knowing what exactly you want, not knowing when you want it and worst of all, not knowing when you have achieved it. You will feel demotivated, lose focus and work less efficiently.

Action for you to take:  Set your company goals and define your why!

Mission statement

A mission statement is more concrete than a vision statement. Clear actions and outcomes are usually part of a company’s mission. It acts as a formal summary of the aims and values of a company, organisation, or individual.

Here are some examples:

“We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.” Make-A-Wish

Action for you to take:  Define your mission statement

Brand

Everything we have talked about so far, should be reflected in your brand. But what is actually a brand? It is much more than just your logo or visual identity. Let’s dive into it.

Branding is an association that a person or group of people makes with a company, product, service, individual or association. What do you want people to say, feel, hear and think about your brand? What do you and your company stand for?

You don’t build a brand overnight. You need to be clear about it right from the start, communicate your brand and create emotions within people. Here is a short exercise for you to be clearer on it.

There are many benefits to having created a proper brand. Here are some.

• Recognition – People will recognise things that they see and identify that it is you that is communicating with them
• Familiarity – a brand creates a certain familiarity with your products and services
• Differentiation – a brand supports you to differentiate yourself from the competitors
• Added value – it is adding value to your company ad yourself
• Communicates the benefits and features – when communicated in a consistent way, it helps you to communicate your benefits and features
• Pricing strategy – once you have built a brand and people value it accordingly, you can create your pricing strategy and even increase your pricing
• Attract your ideal customer – communicating your way consistently supports you to attract your ideal customer

Action for you to take:

• Keep your brand at the core of everything you do
• Keep your branding relevant
• Never assume, know!
• Meet your customer
• Communicate your brand externally and internally

If you would like to explore all of these points further, you can take a look at the book ‘The 3 pillars of leadership’ here.