“Write the vision and make it plain”. Success is hinged on the extent to which the power of the written and spoken word, is imbibed, believed and acted upon. A majority of SMEs don’t bother about creating corporate statements – vision, mission, core values and tag line. And the handful of SMEs that decide to, don’t have a well guided professional approach to creating corporate statements. Why should a business or entrepreneur make corporate statements? The statement are necessary to define the behaviour of the business, promote why the business exists, inspire and influence the people in the business. It becomes a company’s driver, however intangible. It becomes the written words upon which the business will exist and live by. And become part of the essential and necessary ingredients to make a good logo.
What are the things to consider when making your corporate statements. First is the need to seek the assistance of a communications expert. If you choose for it to be a DIY then bear in mind this rule: your statements have to be clear and concise. The intention is to make it easy to remember and capable to fit into your succession plan. A vision statements tells the company’s perceived or believed end. A mission statement tells how it intends to achieve it via a unique or set of unique strategy. The words used in the vision and mission shouldn’t be the same. Core values are key words of guiding principles or philosophy. And a company had better be sure it will adhere to them. Don’t just use words because others are. A company’s existence and behaviour will be weighed by them. Finally, tag line. This is a statement that should be 3 words ideally and shouldn’t be more than 4 words that will give expression to the most important feeling or impression a company wants customers to feel. Like; “just do it”, “in your best interest” and “expect success always”.
In conclusion for any company to own a symbol of success, its creation is to a large extent vested on the availability, ease of interpretation and quality of a company’s corporate statements. It forms the necessary ingredients to provide a brief for making the logo. At Dayo Abiola because corporate statements are a prerequisite to help our clients make a symbol of success, we go the extra-mile to use our knowledge to help our clients in this regard.
#SOS Symbol Of Success Series is written by Dayo Abiola. Chief Design Officer, Dayo Abiola, a logo making company.