A short while back, Rieches Baird tested the understanding of vision-related statements with a key research partner, Socratic Technologies. More than 200 CEOs and CMOs responded to our quantitative and qualitative online survey. The research found ambiguity around the definitions of Vision, Mission, Purpose, Values and Positioning statements. We uncovered widespread confusion and interchangeable definitions of these essential pillars of business strategy.

The majority of respondents used the terms Vision and Mission interchangeably. Therefore the two statements became vessels to contain all the statements typically used to guide the company. Interestingly, 71% of the CEOs agreed that each statement serves a distinct purpose and should not be combined in some overly complex statement.

So, brilliant corporate leaders were inadvertently sabotaging their efforts to provide a clear direction to guide employees’ daily actions.

On the other hand, the term ‘brand positioning’ enjoyed the highest level of understanding with strong agreement about the statement, “A brand helps differentiate the organization from the competition.”

With the insight gained from our research, we set out to gain a broader understanding of the commonly accepted definitions and applications of these statements. It became abundantly obvious there is a lack of clear authority, a consistent viewpoint or set of standards on the topic. When C-Level executives came together to offer a consensus on a company’s future it was rarely communicated properly or shared with their entire organizations a clear destination.

This void was so apparent that, throughout the last year, RiechesBaird developed our own standardized definitions. Audiences ranging from business schools and executive organizations to billion-dollar companies have validated the following definitions—they have also affirmed our description of how they work together.

PURPOSE – It’s WHY we exist.
Purpose is bigger and deeper than any business goal. When an organization has a clear cause, it attracts talented personnel, strategic alliances, and loyal customers.

This is not a statement of differentiation and therefore need not be proprietary. Think of it as the emotional trigger that inspires everyone involved to achieve greatness.

VISION STATEMENT – It’s WHAT we aim to achieve.
A depiction of a desired result that motivates, energizes, and helps an organization describe its destination.

MISSION STATEMENT – It’s HOW we plan to achieve our Vision.
Defines the key outcomes and goals of a company. It determines the path to best achieve the Vision Statement.

VALUES – They are what we stand for and HOW we behave.
Describes the traits and qualities that shape daily actions with the internal community, customers, and suppliers. These values shape corporate culture when they become deeply held driving forces and high priorities.

BRAND POSITIONING – It’s HOW we differentiate from our competition.
This is a statement of a unique value proposition to a company’s primary audiences. This simple and concisely written statement conveys the organization’s supported point of distinction relative to competitors. The brand is not a logo, tagline or ad campaign, but rather the platform from which all marketing communications emanate.

So how does Brand Positioning guide a new corporate Vision?

The process for developing a strategic brand position offers a comprehensive internal and external view providing deep insights into a company. By understanding the company’s competitive differentiation, it becomes clearer to see what opportunities exist and where the company could go.

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