With people caring more than ever about what businesses and brands are doing to help in their wider communities, having a vision is vital.
As I mention in the video above, sometimes as a business owner we can be so clear in our own heads about what we want our company’s purpose to be – and what values and beliefs we and the people we employ stand for – that sometimes it simply slips off our list of priorities to write it down and share it with the world.
There are plenty of examples you can find online if you find yourself staring at a blank page and not sure where to start! You can even check out the American Express vision and mission statements for inspiration here - https://about.americanexpress.com/.
Having a vision statement to formalise this is important but it’s also important to think about your business’s cause.
In an age where 62% of consumers want companies to take a stand on current and topical issues like sustainability and fair employment practices, including a clear cause in your vision statement and making this easily accessible to the many can be vital to your business success.1
In general, I think we’d all say we care about causes like equality and living more sustainably, but how does this translate into your business? After all, you need to make sure that you have the proof points to back up why you’re standing for what you are – any lack of authenticity could actually prove to be a detriment to your business.
A good place to start is with you! Think about your story and what got you to where you are. Were there any barriers or obstacles that you faced which you’re passionate about encouraging others to overcome? Whether it’s having started your career as an apprentice, or tackling a form of discrimination on your way to where you are now, don’t underestimate the power of your brand standing for something you personally believe in; your personal story will really help to add value.
If your business is product-focused, think about the purpose of your products and how this relates to everyday life. Are you tackling the climate crisis by using recycled materials, or creating something that will help people to be mindful in their busy lives? Whether it’s sustainability or encouraging those within your business to take a full hour lunch break away from their desks, make sure your purpose has action behind it.
It can take some time to really nail this, but once you have your core purpose decided and written down in words with your vision statement (rather than it being an idea in your head!), this will really help you in the day to day running of your business and the decisions you make.
Ultimately, this cause within your vision can help you change the way your employees and consumers view your company, steering you towards success.