Brand Vision & Mission

These statements serve as the foundation upon which organizations build their identity, inspire their teams, and connect with their target audience. One effective approach to creating impactful mission and vision statements is by using the StoryBrand framework. In this blog, we will delve into the StoryBrand method and explore how it can help businesses craft mission and vision statements that resonate with stakeholders and drive growth.

The StoryBrand Framework:

An Overview

Developed by Donald Miller, the StoryBrand framework is based on the concept that the most effective communication is built around storytelling. It centers on creating a narrative that addresses a problem, offers a solution, and leads to a transformation. The framework is simple, yet powerful, and it can be applied to various aspects of a business, including mission and vision statements.

1. Understanding the StoryBrand Elements

To craft mission and vision statements using the StoryBrand framework, we need to comprehend its core elements:

a) Hero: In the StoryBrand context, the hero represents the target audience or the customer. They are the ones facing a challenge or seeking a transformation.

b) Problem: The problem is the obstacle or pain point that the hero is trying to overcome.

c) Guide: The guide is the business or organization offering a solution to the hero's problem.

d) Plan: The plan outlines the steps or actions that the guide suggests the hero takes to achieve the desired outcome.

e) Success: Success represents the positive transformation or resolution the hero experiences by following the guide's plan.

2. Crafting a Mission Statement with the StoryBrand Framework

a) Identify the Target Audience (Hero)

A mission statement should clearly define who the organization serves and whom it aims to help. Identifying the target audience is essential to ensure the statement is relevant and customer-centric.

b) Present the Problem

Highlight the challenge or pain point that the target audience faces, making it clear why the organization's mission is necessary.

c) Offer the Solution (Guide)

Describe the organization's role as the guide, providing the products, services, or support that will address the problem and help the target audience overcome their challenges.

d) Highlight the Transformation (Success)

The mission statement should communicate the positive change or impact that the organization seeks to create for its target audience.

Example: Non-profit Organization focused on underprivileged youth
Mission Statement: "Empowering underprivileged youth through innovative education, transforming lives for a brighter future."

In this example, the organization identifies its target audience as underprivileged youth. The problem they face is limited access to quality education and opportunities. The organization positions itself as the guide, offering innovative education solutions. The transformation they seek to achieve is empowering the youth and transforming their lives for a better future.

3. Crafting a Vision Statement with the StoryBrand Framework

a) Paint a Vivid Picture

A vision statement should be forward-looking and descriptive, painting a vivid picture of the future impact the organization aims to make.

b) Be Inspiring

Use emotive language and aspirational ideas to inspire enthusiasm and motivation among stakeholders.

c) Include Key Elements

Incorporate the core values and aspirations that underpin the organization's vision.

Example: Social Impact Company focused on global community development
Vision Statement: "A world where every individual has equal access to opportunities and can thrive, fostering a global community built on compassion and shared prosperity."

In this example, the vision statement creates a compelling picture of a world where everyone has equal opportunities and can flourish. It expresses the company's aspiration to build a global community based on compassion and shared prosperity.

Crafting compelling mission and vision statements is crucial for any organization's success. The StoryBrand framework offers a powerful method to develop these statements, enabling businesses to connect with their audience and drive growth.

By identifying the hero, presenting the problem, offering a solution, and highlighting the transformation, mission statements become customer-centric and impactful. Similarly, creating a vision statement that paints a vivid picture of the future, inspires stakeholders, and reflects core values, sets the organization on a path toward achieving its long-term goals.

Remember that mission and vision statements should evolve as the organization grows and adapts to changes. Regularly revisiting and refining these statements will ensure they remain relevant, inspiring, and aligned with the organization's values and objectives.

With the StoryBrand framework as your guide, your mission and vision statements will serve as powerful tools to inspire action, foster growth, and make a positive impact on the world.