Douglas Wilson says that clarity in communication is an act of LOVE. We agree. And we believe clarity comes from clear, organized thought. And sound thinking comes from conviction of purpose.
Mission, vision and values aren’t just fancy statements to print in your brochure. Getting real about your purpose focuses your energy in a particular direction. It empowers you to make decisions. It helps you find the right customers, inspire your staff and attract new talent to your team. When you know your purpose and where you’re going, it’s so much more exciting to go to work. It helps you communicate with much greater clarity, compelling others to get on board too!
Former Stanford Business School professors Jim Collins and Jerry Porras, in their 1996 book, Built to Last, analyzed decades of data and concluded, “Companies that clearly articulated a mission greater than making money—a clear vision for how they would meet a need of customers—achieved far greater stock price growth over time than peers in their same industries that lacked a clear purpose beyond making money.”
Sharing your story with others requires some care. Your message needs to be clear, concise and connect with people who do not have a lot of time. Distilling your message is challenging. Most of our clients look forward to it about as much as a stick in the eye. But it is essential. Having a strong sense of purpose, a clear direction and a compelling story which speaks directly to your ideal customers is the best route to making a meaningful connection.
We can help you focus your message so that you can focus on growing your business.
The strategy phase begins by assessing your brand architecture and your name(s), developing your mission, vision and values and defining/refining your position in the market (how you’re different).
Only once we have a clear understanding of who you are, what makes you tick and where it is you want to go do we begin crafting your brand story, creative brief, core messages, targeted messages and tagline(s). And don’t be fooled into thinking that brevity equals insignificant or easy. Philosopher Blaise Pascal once said “If I had more time I would’ve written you a shorter letter.”
This stage offers up several key pieces of language, both internally and externally-focused:
- Mission statement
- Vision statement
- Company values
- Positioning statement
- Guarantees/warranty ideas
- Customer profiles
- Brand promise
- 15 second elevator speech
- 30 second elevator speech
- Brand story (200+ words)
- Additional headlines/ad lines for future use on the website or in ads
Strategy and writing requires a lot of thought and creativity, but we work diligently to an established schedule. Allow 3–4 weeks for this phase.
Strategy and Messaging are developed together in one phase and start at $4,000.
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Where are you going?
Let’s help clear your head and help you get going in the right direction.
Contact Account Director Ryan Mans at 289.656.1444 or complete the form to learn how Compass Creative can steer you in the right direction.