BRAND CULTURE tenure with a company , there is no inculcation of the mission-visionstatements .
One of my tasks in a previous life was to have the mission-vision-value statements as the screen saver on the staff ’ s computers so that they were present to them . For a while , staff would recite the mission-vision-value statements and it seemed like they were getting it . However , the culture that was crippling business - poor customer service , factions in management , for example - did not dissipate . Staff were not aligned . They were there to perform tasks for which they would be remunerated at the end of the month .
Sabotage . To quote brand strategist Mark di Somma , “ Brand culture is the culture that a company cultivates in order to powerfully , consistently and competitively deliver its brand to market . It ’ s how people work together to bring the brand alive for customers . But brand cultures are more than an expression of the brand itself ; they are , by necessity , an expression of the people who work for that brand and the decisions and ways of working and behaving that they agree to work within ”.
“ Mission-vision-value statements even when well-articulated , will not serve a brand if the people ( founders included ) whose mandate it is to steer the company in the direction its founders envisioned have alternate agendas .”
Mission-vision-value statements even when well-articulated , will not serve a brand if the people ( founders included ) whose mandate it is to steer the company in the direction its founders envisioned have alternate agendas . Tuskys , Nakumatt , Uchumi , and Kenya Airways are good examples . Bickering owners , plunder and creative accounting , boardroom politics , cronyism , have seen the collapse and near collapse of these brands .
My friend , HV , says this a lot : Any Charter , Constitution , Policy , Strategy is as good as the people who govern through it . When selfish ends take over stewardship , you can say goodbye to governance structures including strategies , leave alone vision and mission statements .
Brand culture will always expose mission-vision-value statements .
These statements are hollow until the components of a business are a match .
As I was building a case for this article , I read that companies are now moving away from missions and visions to being purpose driven . My takeaway from my reading and the many things I observe , is that purpose provides direction , invokes inspiration , and ensures employee loyalty for an organization . Importantly , it is the reason for an organization ’ s existence and what powers the brand culture . ■
Nyokabi Kimari is a seasoned marketing professional . You can commune with her on this or related matters via email at :
Kimarinyokabi2 @ gmail . com .
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