Content Planning: Branding, Mission, and Vision

Written By Manchun Pandit on Wednesday, 26 September 2012 | 22:14

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The word "quality" gets a lot of play, but what it means is a little hazy. Those serious about creating a content plan with legs must first take a closer look at the abstract concept of "quality."
Quality includes, but is not limited to value, transparency, accountability, credibility, relevance, and authenticity. Those who aim to achieve quality don't forcibly throw themselves at their audience with questionable practices or create risk for their audience. Instead, these agents of quality adopt a method that increases awareness in who they are and what they do or provide: branding.
What is branding and why is it important?
From names, symbols, logos, slogans, etc., branding differentiates you from other organizations or businesses. It helps you create an identity with which you can shape how your audience perceives your brand. Branding consistently will help build audience confidence, trust, and loyalty. It will also help you save time and money as well as strengthen your organization's sense of self by identifying your mission and vision.
Mission and vision statements are a must-have for content planning. Not only are they used as branding tools to increase transparency, accountability, and authenticity, mission and vision statements are an alignment tool to help plan, position, and meet your bottom-line.
What is a mission statement?
Your mission statement is your bottom-line and guides your plans, budgets, marketing, and more. Mission statements should be straight to the point as well as answer the following questions:
  • What is the purpose of your platform or organization?
  • What value does it provide?
  • Who does it serve?
What is a vision statement?
Your vision statement is a picture of your organization's desired future and is used for goal setting, sharing, and alignment. It should focus on the value you provide and how your organization impacts the world. When writing a vision statement, consider the following questions:
  • What is your organization's cause and effect (e.g., "we do this" and "this happens")?
  • What role does your organization play in the world?
  • What would your organization's headline be 5 years from now?
In addition to the above, your mission and vision statements should:
  • be accurate and reflect your current priorities
  • avoid jargon or insider language
  • be engaging and memorable
  • be evergreen or stand the test of time
Once you have your mission and vision established, you can begin identifying your core values and creating your brand identity (how you want the audience to distinguish your brand). When building trademarks, logos, graphics, etc., use your mission and vision statements to guide your brand development.
Branding is the first step to developing a long-term content plan that will be easy to reiterate, adapt, and develop. In turn you will increase transparency and authority, as well as build awareness and trust by providing quality content and a quality user experience. From audience targeting to measuring to reiterating, we'll show you more content planning strategies in the next few weeks, so stay tuned!
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1 comments:

Anonymous said...

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It was truly informative. Your site is very helpful.
Thanks for sharing!

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