Are you making your mission more than a statement?

November 18, 2014 1:53 PM

What happens when we know who we are?

Everything.

That’s the upside of identity. Knowledge isn’t just power, it’s the engine of profit.

That’s why I’m so adamant amount branding. Because it’s not about what you sell, it’s about the story you tell. It’s about knowing who you are, who you aren’t, and making sure that you’re giving those values a voice through every touchpoint.

I recently consulted with a small marketing team at a large consumer products company. They hired me to help their employees become more intentional about their personal brands. And so, I facilitated a strategic planning crusade to help them make their mission more that a statement. Together we created a rubric for operable behaviors at all levels of the organization. A collection of mantras against which they could execute their interactions.

By the end of the workshop, the team had completely inspired themselves with their own ideas. They used the company culture artifact we developed together as springboard for putting behaviors behind values. What’s more, the rubric became an organizing principle for their recruiting, onboarding and training efforts with new team members. And from that day forward, each employee was able to live the brand called me, while still remaining grounded in the brand called we.

What makes your mission more than a statement?

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Scott Ginsberg

That Guy with the Nametag

Author. Speaker. Strategist. Filmmaker. Publisher. Songwriter.

[email protected]