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Mission Statement

by Alan Rock

If you're reading this you are in all probability in business or thinking about going into a business of your own. If you are already in business, in all probability have your 'Mission Statement' and your 'Vision Statement' in place.

A 'Mission Statement' by definition is a statement of the purpose of a company, organization or person, and its reason for existing. The 'Mission Statement' should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It's like a goal for what the company wants to do for the world.

In the business world a 'Mission Statement' should include three essential components: First what is your Key Market - who is your target market, your client/customer? Second, Contribution - what does your product or services do to provide that to the client? And third, Distinction - what makes your product or service so distinctive, so that the client would choose you? If you don't have a 'Mission Statement' how do you, your employees or your clients know what you stand for and how well you live up to that 'Mission Statement'.

A 'Vision Statement' on the other hand by definition a description of where a company or individual wants to be in the future. It also explains what the person or business wants to do or get done. These types of statements are usually short, with many being just one sentence. It is common for people to use them on business websites or company materials, as well as on resumes and applications. 'Vision Statements' are vital because they indicate the major goals an individual or business has. They don't always present a specific plan for how to accomplish those goals, but by setting down objectives clearly, they make it possible to come up with strategies or techniques to move forward in a very unambiguous direction. Their main purpose therefore is to learn about everything a company or person does.

You, as a businessperson should also think about - Employer Branding - that is the image your company will display to existing and potential employees. Most of your 'Employer Branding' will partly cover with your corporate identity. In fact, according to a survey by The Conference Board Inc., New York, - The goals of 'Corporate Branding' and 'Employer Branding' have significant overlap at about 90% of all companies.

One of the advantages of 'Employer Branding' shows the employees your company's values and goals which enables them to keep that message going with each interaction with current clients and prospective clients. It also creates great customer service as well as that consistent message throughout your company.

Your telephone etiquette also comes into play. How your phone is answered and what happens after. In many cases this might be the first contact with your company; how to you want that contact to be handled? If you have an 'Automatic Attendant' the caller should be able to navigate with three or four prompts, rather than the stack many have and also if someone is placed On-Hold, how is that handled; with a radio or silence? A Message-On-Hold will hold the attention of the caller, give them information and carry your 'Branding Message' forward.

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