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How to build your company vision & mission, brand platform and big idea for communication

HOW TO BUILD YOUR COMPANY VISION-MISSION-BRAND PLATFORM-BIG IDEA OF
COMMUNICATION CAMPAIGN It’s foundation of your business. So It must be strong.

Vision is question about.
what kind of product that will make you believe that you can do some contribution for better world ? Where? or How far you will gonna go?
Why you do these business? what do you stand for? When your business will arrive to your ‘far’ destination? Who’s people that will believe what you believe?

The mission statement reflects every facet of your business: the range and nature of the products you offer, pricing, quality, service, marketplace position, growth potential, use of technology, and your relationships with your customers, employees, suppliers, competitors and the community.

CHALLANGE
Write your business purposes and GOAL here.

OBJECTIVE
Imaging. Now your talking to your customer. then, what kind of reaction or response you expect to get.

TARGET MARKET
Who is you want to talk to?. What kind of gender?where she live?what kind of education she got?how much she spend for a month? what kind of behaviour she have?

INSIGHT
It’s a hidden need of your customer. You must be deep and beyond. why they buy a thing?

MESSAGE
It’s a combination of your insight and your objective

BIG IDEA
Simple inspiring word that can covered all of your message.

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How to build your company vision & mission, brand platform and big idea for communication

  1. 1. HOW TO BUILD YOUR COMPANY V I S I O N - M I S S I O N - B R A N D P L AT F O R M - B I G I D E A O F COMMUNICATION CAMPAIGN It’s foundation of your business. So It must be strong.
  2. 2. Why vision is the most important thing for your business?
  3. 3. Because.
  4. 4. Vision is question about. what kind of product that will make you believe that you can do some contribution for better world ? Where? or How far you will gonna go? Why you do these business? what do you stand for? When your business will arrive to your ‘far’ destination? Who’s people that will believe what you believe?
  5. 5. It’s about “WHY” your business exist. And it must be sounds like “something good that you can do to making a better world”
  6. 6. It’s also about “HOW” you do it
  7. 7. for making a ‘right’ vision you can use this method
  8. 8. Core Ideology Envisioned .Future • Core Values • Core Purpose • Your GOAL 30 years later • Vivid Description
  9. 9. •Core Values “The%core%values%embodied%in%our%credo%might% be%a%compe66ve%advantage,%but%that%is%not% why%we%have%them.%We%have%them%because% they%define%for%us%what%we%stand%for,%and%we% would%hold%them%even%if%they%became%a% compe66ve%disadvantage%in%certain%situa6ons.”% ! To%iden6fy%the%core%values%of%your%own% organiza6on,%push%with%relentless%honesty%to% define%what%values%are%truly%central.% ! Core%values%is%something%you%hold%and%believe% that%will%be%a%rule%for%every%decision%you%make% the%values%must%stand%the%test%of%6me.%ACer% you’ve%draCed%a%preliminary%list%of%the%core% values,%ask%about%each%one,%If%the% circumstances%changed%and%penalized%us%for% holding%this%core%value,%would%we%s6ll%keep%it?% If%you%can’t%honestly%answer%yes,%then%the% value%is%not%core%and%should%be%dropped%from% considera6on.% Example: Body Shop • Beauty%is%from%inside% • Environment%friendly% • No%Animal%tes6ng% PS: Body Shop values will never change and it also the rule or guidance for every business decision you take.
  10. 10. •Core Purpose EXAMPLE' Merck:%To%preserve%and%improve%human%life% Nike:%To%experience%the%emo6on%of%compe66on,%winning,%and%crushing%compe66ors% Sony:%To%experience%the%joy%of%advancing%and%applying%technology%for%the%benefit%of%the%public% WalPMart:%To%give%ordinary%folk%the%chance%to%buy%the%same%things%as%rich%people% Walt%Disney:%To%make%people%happy Core%purpose%is%“what%your%business%will%do?”%what%your%purpose?% what%kind%of%feeling%or%emo6on%that%your%customer%will%get%if%they% use%your%product?
  11. 11. • Your GOAL 30 years later All% companies% have% goals.% But% there% is% a% difference% between% merely% having% a% goal% and% becoming% commiSed% to% a% huge,% daun6ng% challenge—such%as%climbing%Mount%Everest.% SeUng% the% BHAG% that% far% into% the% future% requires% thinking% beyond% the% current% capabili6es%of%the%organiza6on%and%the%current% environment.% Indeed,% inven6ng% such% a% goal% forces% an% execu6ve% team% to% be% visionary,% rather%than%just%strategic%or%tac6cal.%% A%BHAG%should%not%be%a%sure%bet—it%will%have% perhaps%only%a%50%%to%70%%probability%of% success—but%the%organiza6on%must%believe% that%it%can%reach%the%goal%anyway.
  12. 12. EXAMPLE of GREAT GOAL • Become%a%$125%billion%company%by%the%year%2000%(WalPMart,%1990)% • Democra6ze%the%automobile%(Ford%Motor%Company,%early%1900s)% • Crush%Adidas%(Nike,%1960s)% • Yamaha%wo%tsubusu!%We%will%destroy%Yamaha!%(Honda,%1970s)% • RolePmodel%BHAGs%suit%upPandPcoming%organiza6ons% • Become%number%one%or%number%two%in%every%market%we%serve%and%revolu6onize%this%company%to% have%the%strengths%of%a%big%company%combined%with%the%leanness%and%agility%of%a%small%company% (General%Electric%Company,%1980s)% • Transform%this%company%from%a%defense%contractor%into%the%best%diversified%highPtechnology% company%in%the%world%(Rockwell,%1995)% • Transform%this%division%from%a%poorly%respected%internal%products%supplier%to%one%of%the%most% respected,%exci6ng,%and%soughtPaCer%divisions%in%the%company%(Components%Support%Division%of%a% computer%products%company,%1989)
  13. 13. •Vivid Description EXAMPLE of VIVID Description: SONY! We%will%create%products%that%become%pervasive%around%the%world...% We%will%be%the%first%Japanese%company%to%go%into%the%U.S.%market% and%distribute%directly...%We%will%succeed%with%innova6ons%that%U.S.% companies%have%failed%at—such%as%the%transistor%radio...%FiCy%years% from% now,% our% brand% name% will% be% as% well% known% as% any% in% the% world...and%will%signify%innova6on%and%quality%that%rival%the%most% innova6ve% companies% anywhere...% “Made% in% Japan”% will% mean% something%fine,%not%something%shoddy.% It’s good to clearly and details when imagining your business in the future.
  14. 14. WHY all of this ‘shit’ so important for your business?
  15. 15. it%is%more%important%to%know%who%you%are%than%where%you%are%going
  16. 16. Knowing your destination is half the journey.
  17. 17. EXAMPLE%of%SONY%:%VISION% ! Core'Ideology' Core'Values' Eleva6on%of%the%Japanese%culture%and%na6onal%status% Being%a%pioneer—not%following%others;%doing%the%impossible% Encouraging%individual%ability%and%crea6vity% Purpose' To%experience%the%sheer%joy%of%innova6on%and%the%applica6on%of%technology%for%the%benefit%and% pleasure%of%the%general%public% ! Envisioned'Future' 30'years'later'GOAL' Become% the% company% most% known% for% changing% the% worldwide% poorPquality% image% of% Japanese% products% Vivid'DescripAon' We%will%create%products%that%become%pervasive%around%the%world...%We%will%be%the%first%Japanese% company%to%go%into%the%U.S.%market%and%distribute%directly...%We%will%succeed%with%innova6ons%that% U.S.%companies%have%failed%at—such%as%the%transistor%radio...%FiCy%years%from%now,%our%brand%name% will%be%as%well%known%as%any%in%the%world...and%will%signify%innova6on%and%quality%that%rival%the%most% innova6ve% companies% anywhere...% “Made% in% Japan”% will% mean% something% fine,% not% something% shoddy.%
  18. 18. NOW.%WRITE%YOURS.% ! Core'Ideology' Core'Values'?' Purpose'?' ! Envisioned'Future' 30'years'later'GOAL'?' Vivid'DescripAon'?
  19. 19. If you already have your VISION, now. there’s something you should do for those vision. It’s a MISSION
  20. 20. A mission statement is a key tool that can be as important as your business plan.
  21. 21. The mission statement reflects every facet of your business: the range and nature of the products you offer, pricing, quality, service, marketplace position, growth potential, use of technology, and your relationships with your customers, employees, suppliers, competitors and the community.
  22. 22. "Mission statement help clarify what business you are in, your goals and your objectives,"
  23. 23. Answering the following questions will help you to create a verbal picture of your business's mission: ! 1. Why are you in business? What do you want for yourself, your family and your customers? Think about the spark that ignited your decision to start a business. What will keep it burning? 2. Who are your customers? What can you do for them that will enrich their lives and contribute to their success--now and in the future? 3. What image of your business do you want to convey? Customers, suppliers, employees and the public will all have perceptions of your company. How will you create the desired picture? 4. What is the nature of your products and services? What factors determine pricing and quality? Consider how these relate to the reasons for your business's existence. How will all this change over time? 5. What level of service do you provide? Most companies believe they offer "the best service available," but do your customers agree? Don't be vague; define what makes your service so extraordinary. 6. What kind of relationships will you maintain with suppliers? Every business is in partnership with its suppliers. When you succeed, so do they. 7. How do you differ from your competitors? Many entrepreneurs forget they are pursuing the same dollars as their competitors. What do you do better, cheaper or faster than other competitors? How can you use competitors' weaknesses to your advantage? 8. How will you use technology, capital, processes, products and services to reach your goals? A description of your strategy will keep your energies focused on your goals. 9. What underlying philosophies or values guided your responses to the previous questions? Some businesses choose to list these separately. Writing them down clarifies the "why" behind your mission.
  24. 24. Here are some tips to make your mission statement the best it can be: ! 1. Involve those connected to your business. Even if you are a sole proprietor, it helps to get at least one other person's ideas for your mission statement. Other people can help you see strengths, weaknesses and voids you might miss. if you have no partners or investors to include, consider knowledgeable family members and close friends, employees or accountants. Be sure, however, to pick only positive, supportive people who truly want to see you succeed. 2. Set aside several hours--a full day, if possible--to work on your statement. Mission statements are short--typically more than one sentence but rarely exceeding a page. Still, writing one is not a short process. It takes time to come up with language that simultaneously describes an organization's heart and soul and serves as an inspirational beacon to everyone involved in the business. 3. Plan a date. Set aside time to meet with the people who'll be helping you. Write a list of topics to discuss or think about. Find a quiet, comfortable place away from phones and interruptions. 4. Be prepared. If you have several people involved, be equipped with refreshments, extra lists of topics, paper and pencils. Because not everyone understand what a mission statement is about, explain its meaning and purpose before you begin. 5. Brainstorm. Consider every idea, no matter how silly it sounds. Stimulate ideas by looking at sample mission statements and thinking about or discussing the questions in the previous section. If you're working with a group, use a flip chart to record responses so everyone can see them. Once you've finished brainstorming, ask everyone to write individual mission statements for your business. Read the statement, select the best bits and pieces, and fit them together. 6. Use "radiant words." Once you have the basic idea in writing, polish the language of your mission statement. "Every word counts," says Abrams. The statement should create dynamic, visual images and inspire action. Use offbeat, colorful verbs and adjectives to spice up your statements. Don't hesitate to drop in words like "kaleidoscope," "sizzle," "cheer," "outrageous" and "marvel" to add zest. If you want customers to boast about your goods and services, say so--along with the reasons why. Some businesses include a glossary that defines the terms used in the statement.
  25. 25. EXAMPLE of GREAT MISSION Here is an example of a mission statement from Bizilla: ! “Our mission is to help connect people who want to sell a business with people who want to buy a business. We provide business owners and brokers with flexible options for listing their business online. For buyers, we offer helpful tools such as our saved listings feature and customized email alerts to make finding the right business easier.” ! It’s clear and concise. The mission statement is focused on what the company does for its customers and keeps my employees focused on our objectives.
  26. 26. So. WHAT YOUR ‘GREAT MISSION’ ?
  27. 27. Now. It’s turn to BRANDING.
  28. 28. BRAND PLATFORM INGREDIENT WHO ARE YOU? it’s about who are you not what are you? ! WHAT DO YOU STAND FOR? it’s about pabout why your company exist. WHAT MARKET? who is your customer? can you describe he/her demographic and personality HOW FAR DO YOU WANT TO GO? this is your endless goal WHAT YOUR PURPOSE? it’s about purpose of your business. what you want to get or have by doing this business. Indonesia Internet Economic Nurturer
  29. 29. BRAND PLATFORM INGREDIENT WHO ARE YOU? ! ! WHAT DO YOU STAND FOR? WHAT MARKET? HOW FAR DO YOU WANT TO GO? WHAT YOUR PURPOSE? BRAND ESSENCE
  30. 30. HOW TO FIND A BIG IDEA OF YOUR BRAND & MARKETING COMMUNICATION CAMPAIGN
  31. 31. CHALLANGE! Write your business purposes and GOAL here. ! OBJECTIVE! Imaging. Now your talking to your customer. then, what kind of reaction or response you expect to get. ! TARGET MARKET Who is you want to talk to?. What kind of gender?where she live?what kind of education she got?how much she spend for a month? what kind of behaviour she have? ! INSIGHT! It’s a hidden need of your customer. You must be deep and beyond. why they buy a thing? ! MESSAGE! It’s a combination of your insight and your objective ! BIG IDEA! Simple inspiring word that can covered all of your message.
  32. 32. CHALLANGE! Become a most favourite healthy snack for every generation ! OBJECTIVE! Make Sago Bites Famous for healthy concern people ! TARGET MARKET Female, 18 - 35 years old, urban, don’t want to get fat and want to look nice for everybody. ! INSIGHT! I hate diet. because i cannot snacking and eat what ever i love. ! MESSAGE! Sago Bites is a delicious snack that you can eat with no worries ! BIG IDEA! Cheerful Diet (Diet is fun) EXAMPLE: SAGO BITES
  33. 33. CHALLENGE! ………………………………………………………………………. OBJECTIVE! ………………………………………………………………………. TARGET MARKET ………………………………………………………………………. INSIGHT! ………………………………………………………………………. MESSAGE! ………………………………………………………………………. BIG IDEA! ………………………………………………………………………. NOW YOUR TURN:
  34. 34. THANKS.

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