How do you incorporate your vision statement into your marketing strategy?

Our vision statement is spoken every single time I publicly speak or have a sales meeting. It's the first thing that leaves my mouth and it's the first thing a potential client will hear, it sets the vision right from the off. I've found doing this is a great way to ensure the audience is on the exact same page, regardless of the room I'm in. "Helping Gen Z / consumers to shape their future" sets the tone in the room and it's abundantly clear what we're about.

Always consider your audience first. Those whom you serve are the most important aspect of your pitch. They must connect with you emotionally, and they must align with your core values. Then, your UVP becomes relevant and powerful. There are many who could do what you do, but you are the only one with your unique and unmatched offering. Ensure that is clear to those you serve.

One of the number one questions I get asked in pitch meetings is “what makes your different from other companies.” Always be able to answer that questions confidently and precisely. Don’t blab too much. It can make or break locking down a client.

The 4 P’s are from the 70s and outdated. Consider to include these 6 P’s too: 1. People: Refers to the individuals involved in the marketing process, including customers, employees, and partners. 2. Process: Focuses on the processes and systems used to deliver products to customers. 3. Physical Evidence: Relates to the tangible elements that customers experience when interacting with a product. 4. Packaging: Refers to the way a product is presented to customers, including the design, functionality, and aesthetics. 5. Partnerships: Refers to collaborations with other businesses to expand reach, access new markets, and leverage strengths. 6. Performance: Focuses on delivering high-quality products that exceed customer expectations.

Build a brand identity that you'd want to align with if you were your target audience. Developing a brand strategy includes elements such as brand positioning, brand personality, visual identity, and messaging. Fenty Beauty has done this well by positioning themselves as an inclusive & diverse brand, using bold and vibrant visuals, and messaging that celebrates individuality and self-expression. They have also leveraged social media and influencer partnerships to create buzz and engage with their target audience. A lot of this ties back to the founder, Rihanna, who embodies all the above. Now, not every brand is tied to a megastar or has the budget to be, but there are unique ways any brand can establish itself in a niche way that resonates

Your identity matters. But people like consistency. Ensure that your brand's tone and messaging remain consistent in all communications to reinforce your identity and build brand recognition.

The operative word here is strategy. You DON'T need to incorporate your vision statement into your marketing message. Instead, create a strategy to help you achieve you vision. For example if your vision is to - Create a world where people always have comfortable shoes - repeating that in your ads isn't nearly as effective as showcase the IMPACT comfortable shoes have on people, and creating marketing to help people understand how beneficial it could be for them. Instead of incorporating your vision, ask, If we're serious about our vision, how can our marketing help get us closer to achieving it? When it come to your vision, think activation instead of merely repeating it.

Stats make you think, but stories make you feel. And feelings are what ultimately persuade both investors and consumers alike to buy into what you're selling. Whether through personal anecdotes or customer testimonials, stories paint the picture in such a way that stats never could. Following the beauty brand example, Stats: Our organic skincare line is made with all-natural ingredients, and has been clinically proven to reduce fine lines and wrinkles by 20%. Story: When you're a busy working mom like Brooklyn, self-care is your last care in the world. With our organic skincare line, she can easily indulge in a luxurious & rejuvenating evening routine that fits between storytime and bedtime. See the difference?

The main thing to understand here is that your audience or your followers is not necessarily your community. Community is more of a verb than a noun. Community is intentional action, not just a group of people. It's crucial that you're able to engage with and activate the members of your community regularly. That begins with ensuring there exists a safe space for conversation to occur in relation to a shared vision. Whether through townhalls or shareable content, everyone in the community must feel like their voices are being heard. Transparency and consistency foster trust and loyalty.

Every time you engage with your community, you're building on your brand. You're reinforcing who you are and telling your community that you are there for them. At the end of the day, your business should be for your customers, and you should be adapting to what they want. So, engaging with your community gives you those valuable insights that you need to improve your business. Plus, each time you engage, you're showing your community that you value what they have to say.

I have found that, while it’s important that your vision statement is incorporated in your marketing, to build trust in the marketplace that the statement truly is a mantra, actions must support those words, and consistency in “acting the statement” builds the continuity necessary to show the vision is the brand.

Something that wasn't mentioned above that happens occasionally is the rebrand. If companies merge or become acquired or if other shifts happen, that could cause the company marketing and branding strategies to change. It's important to announce this via email, social, and whichever other channels, cohesively and impactfully. The pivot is a part of the overall story too, so make it count.