BRAND CULTURE
Mission , Vision , Values vs Brand Culture
By Nyokabi Kimari
I am not the originator of this title . Someone on Facebook asked their followers to share their pet peeve one liners , and one of her followers posted this . I immediately liked this post because I cringe when I read company Mission , Vision and Values .
In one of my many corporate lives I was the default defender and propagator of the company ’ s mission , vision , and value statements as the marketing in charge . The mission , vision and value statements espoused the intentions of the proprietors for sure and indeed , the company breathed the mission ( it still does ). The mission , vision and values not only need all management hands on deck but their souls as well .
Disclaimer : I am in no way a management guru and neither do I pretend to be one . In fact , one of my recent projects is proof that management is not my forté . I am , however , a keen observer of many things and I have been an active participant in mission-vision-value statements driven entities . My thesis is about why mission , vision , value statements are cliché , maybe outdated and are continually sabotaged .
The Cambridge Dictionary gives several meanings of the word mission . The most appropriate one for this article is the result that a company or an organization is trying to achieve through its plans or actions . It is the “ what ” of the business - what it does . This dictionary describes a vision statement as what a company or an organization would like to achieve in the future . Values are the guiding principles of an organization ; what the mission and vision stand on .
Mission-Vision-Value statements evoke a sense of sanctity and are intended to do just that by their creators . Starting a business is a spiritual undertaking . It takes introspection , a whole lot of emotional and physical energy and time . A business runs on this holy ground and hence those tasked with its continuity - board of directors , EXCO and other employees are compelled to be in sync with its raison d ’ être .
My first beef , a mission-vision-value statement is an expectation . Everyone , has them , and so must I . Cliché . Even as they are the expectation , they may just sound philosophical but have no reflection on what the business is all about and will set you up for mock and ridicule .
Tuskys Supermarket ’ s mission and vision are an example of not well thought out statements . The beleaguered supermarket chain ’ s vision is “ To Become a Successful Brand on Every Street and Corner ”. Its mission : Tuskys exists to provide
“ Mission-Vision-Value statements evoke a sense of sanctity and are intended to do just that by their creators . Starting a business is a spiritual undertaking . It takes introspection , a whole lot of emotional and physical energy and time .” feasible solutions to all key stakeholders including Customers , Staff , Suppliers , Shareholders and Society by becoming the Leading Retailer . Their values “ are founded on the principles of service , respect and excellence ”.
The vision statement meets some of the elements of a vision statement : it is short and simple . But it is also vague and unrealistic . Vague because it is not personal to Tuskys Supermarket . Kiwi shoe shiners and newspaper vendors are on ( almost ) every street and corner . Nairobi Java House seem to have a similar agenda ( I have not seen missionvision-value statements on their sites ).
Unrealistic because how many streets and corners can they really be on - which streets are these ? To quote an article I read on changefactory . com , The Components of a Good Vision Statement , “ A vision statement should say something about us , our organization , our operating environment , our dream . When we read it , it should tell us where we are going . We should not be able to substitute our vision statement for other organizations inside and outside our industry ”. I do not need to belabour this .
Let us dissect the mission statement . What are these feasible solutions and what are they solving ? Why did the creators of Tuskys Supermarket ’ s mission-vision-value statements see the need to have them ?
My second problem with missionvision-value statements is that employees do not remember them . They are not read to interviewees and , during inductions , are done in a rote manner . Employees will not own them if at the beginning of their
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