It’s no secret that the business climate is changing and has been for some time. Whether those changes are driven organically by the market, by world events, or even by changes within an organization, it’s more important than ever for businesses to have a purpose that’s embraced by their team, their customers, and the industry.
Purpose. Vision. Mission. Values. In the past, these were dead words on the walls within your organization. Today, they’re embedded in employee goals, plastered on websites and social media, and talked about at customer meetings. In short, they’ve come alive.
Four Tips to Communicating Your Company Purpose
You may remember the Faberge® shampoo commercial from the early ‘80’s with the famous saying, “and they’ll tell two friends and so on, and so on and so on. “ It was a veritable game of telephone but guess what? It worked! Telling your friends about a great product or service you’ve used is likely to get them to try it. It’s the same thing when communicating your company’s purpose. The more people you tell, the more it will be embraced.
- What’s Your Story?
The first step in communicating your purpose is, well… you need to know your company’s purpose and understand that it’s ever evolving! Investing time, money, and resources into the development of your purpose is the first step. If it’s muddled, or your team just can’t get behind it, then it’s time to step back and refine, refine, refine until it resonates with every person around the lunchroom.
- Don’t Go It Alone
In the old days, CEO’s would announce, “Here’s our purpose and company mission!” The next day, you had new business cards and screen savers. But you had no say. This is called a “top-down purpose,” which completely misses the mark. Engaging your team, your customers, partners, and vendors in the story makes it richer and more colorful. When everyone has a stake in your purpose, they’ll be more likely to embrace it and tell others. Partner with non-profit organizations that share your purpose and create programs where employees can give back.
- Play a Digital Game of Telephone
Now it’s time to get social. Share your story of your purpose across all of your social platforms and other digital channels like e-newsletters, blog posts, and even video. The goal is to get people talking about your company. What’s more important is for you to talk back. Respond to comments on social media. Request that your employees like and share your communications to their circles.
- Is It Still Breathing?
Your company’s purpose, its vision, and mission are living things. They need constant care if they are going to make a real difference in your organization’s goals. To keep it alive, check on it from time to time. Does your purpose still make sense for your business? Does your mission need a makeover? This is not a one and done exercise, yet rather a “lifestyle” change that will need attention on a regular basis. Survey your employees and customers from time to time to see if your company’s purpose still “fits”. Their feedback is priceless to ensure your vision stays alive.
If you’re looking to develop or revive your company’s purpose, consider working with a partner whose primary purpose is helping you find yours. Contact us today to learn more.