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For any business, having a clear and meaningful mission is critical to success. To truly live up to the mission, however, you must ensure that it is consistently and clearly woven into all aspects of the business.
Your brand’s mission should be evident in the company’s values, culture, and day-to-day operations. To help you achieve this, 15 members of the Rolling Stone Culture Council each describe a specific step or action businesses can take to demonstrate that their mission is fully aligned with their operations and why this is so important to business success and sustainability.
Create a unified identity
As the digital sphere becomes more and more influential, it is imperative that brands get their mission right across all functional areas. Doing so ensures that audiences understand your commitment – from recruitment to marketing campaigns and everything in between. Creating a unified identity across locations can help ensure success and build lasting customer trust. – Sidon Farris, c4n2, LLC
Be interested and care about others
Making a conscious effort to care for those involved in your brand will help weave the mission into your business. Be interested, listen and talk. It sets an example and can create a consistent situation across the board. And when people meet you and your brand, they can understand what they’re getting from you because they know you genuinely care about others. – Sevier Crespo, Peanut Gallery Group
Consider the mission when making a decision
An easy way for leaders to demonstrate the importance of their organization’s mission is to clearly call the decision into the decision-making process. This encourages teams to see the mission as something important rather than marketing copy. At Blockur, we focus part of our recruitment process on aligning with our mission to identify people who are most motivated by what we are trying to achieve. – Phil Barry, blogger
Get employee buy-in
Weaving your brand mission throughout your business is about building a culture. It’s important that every member of your team understands and agrees with the company’s values and mission. After all, everything in business comes down to people in the end. If your people are committed to the mission, it will show in everything they do. – Zena Harris, Green Spark Group
Prioritize company culture
You can write all the brand statements and mission statements in the world, but if that “mission” isn’t an unambiguous and inherent part of the corporate culture, it will never succeed. In order for your brand mission to be successful externally, it must first be successful internally. – Amanda Dorenberg, COMMB
Show continuously
Walk the walk. Speak the speech. A brand mission is worthless if it is not fully integrated into the actions of the entire company. Your customer experience must be consistent with the image you portray from start to finish. Sustainable brands are not built by artificial intelligence. Brands that consistently stand the test of time with knowledge, integrity and commitment. – Traci DeForge, Prepare Your Podcast
Act as an example
Kissed by our mission and clear in my mind, I notice that it weaves itself into every meeting and decision. It is important to remind ourselves why we are doing this – I need to do more! – Michael Kennedy, Body Wine Company
The Rolling Stone Culture Council is an invitation-only community for influencers, creators and innovators. Am I eligible?
Recruit people who support the mission
I think leading by example and hiring people who understand the mission are important steps to make your brand’s mission clearly embedded in the business. At Old Pal we want to bring people together with cannabis. I live it every day, our team lives it, and as a result, you feel it in everything our brand touches. – Russell Vilenkin, Old Pal
Make sure everyone understands the mission
One missing area is authentication. Everyone He understands the mission in the organization – and the leaders. Having internal meetings dedicated to your mission helps you define it clearly and allows the team to ask questions, which in turn allows you to further clarify your mission statement. If it’s not clear to everyone in your organization, it won’t be effective. – Michael Newman, Office of Small Projects
Write it down
Write a mission statement that describes exactly what the brand’s mission is. Many pay lip service to a brand mission, but if you don’t have a clearly defined mission, in writing (and therefore a solution), there is no mission! Write it down and answer it again and again to make sure your company is living that mission. – Sheila Dedenbach, Blue Sweet
Pay equal attention to words, images and actions
Always remember that everything is connected. Words, images, and actions contribute to your organization’s culture and support your mission. Create a filter that reflects the critical attributes you want to convey. It provides a framework that engages your team and helps them live out your organization’s mission. – Michael Klein, cannabisMD
Share your ‘why’
Get your story across and share it with others on YouTube or social media. It keeps your message fresh and new and lets people know you’re an evolving brand. Maintain clear vision. – Karina Michelle Feld, Tallulah Films
Practice what you preach
Make sure you, your employees, and the company as a whole are practicing what you preach. My organization originated in cannabis reform advocacy, and to this day, we do pro bono work for like-minded organizations. Many of our staff do advocacy work on their own time, and I am still actively involved in my own advocacy and policy reform. – Ivan Neeson, Nisonco
Make the mission a part of daily operations
Today, a brand mission is more than just a long-term goal. Mission can be integrated with company culture and organization practices. For example, if you are aiming to achieve certain ESG (Environmental, Social, Governance) standards, you can make a positive impact by supporting clean energy, working with local communities in your region, and continuously growing your workforce. – Melissa June Rowley, Warrior Love Products
Encourage your team
Workers are the wheels that make the machine work. They need to understand the vision of the business, how it achieves the company’s mission, and what each person or department can do to get or keep you. Celebrating and praising accomplishments further enhances the mission into daily interactions. – Andy Hale, Hale and Monique
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