At heart, we’re a brand agency. Everything we do is predicated on making stronger brands for our clients. A strong brand is consistent, simply expressed, compelling, and connects with the needs of audiences. Brand is a difficult concept to describe, and much ink has been spilled in the attempt (including by us). But there’s one that I like: 

Brand is the sum total of the thoughts and feelings about your organization, product, or service.

That’s why brand is so tied up with the idea of identity. There’s an element of charisma here. If the right people can think positively about you, your brand is healthy. If the right people think negatively about you, then your brand is unhealthy. What do I mean by “the right people”? Well, let’s use an example: If you're selling residential solar panels, you're not likely to attract renters. But if your brand story appeals to homeowners, your brand is healthy.

A brand needs to have a strong foundation. The appeal we’re describing is built on people connecting with what you’re all about. If you dig deep down into your brand, you’re going to hit bedrock, which is your vision for the world, your mission, and your core values.

These three form what many call “core messaging” because they are the energy source for all other brand elements. Let’s dig in.

About Vision

What is your vision? It’s the way you want the world to be, at an appropriate scope. The world is not this way now. If you’re a nonprofit that works with children in foster care in Portland, you might imagine a Portland where every child in the system is respected, supported, and safe. If you have an inclusive exercise gym, you might envision a world where everyone has the opportunity to get fit without judgment, pain, or financial blockers.

As an example let’s look at The Ford Foundation’s vision: 

“...a world in which all individuals, communities, and peoples work toward the protection and full expression of their human rights; are active participants in the decisions that affect them; share equitably in the knowledge, wealth, and resources of society; and are free to achieve their full potential.” 

That’s grand and describes a future state. Your vision should be grand enough to spark imagination and to connect with your audiences. They should be able to say, yes, I share this vision.

About Mission

Let’s look at the Ford Foundation’s mission: 

“...reduce poverty and injustice, strengthen democratic values, promote international cooperation, and advance human achievement.”

These are stated as things that are possible. They’re not adding metrics here — that’s not the purpose of a mission statement. The purpose is to say that this is why we get up in the morning and go to work. These are the effects that we work towards. This is our part of trying to bring about our vision. We can’t do everything, but we can do these things.

Your mission is connected to the vision. It is simply a tangible, achievable goal that supports the vision. Be grand, but be aware that this is the mission you’re asking people to join you on.

About Values

Here is Ford’s statement of values:

“Our culture is driven by trust, constructive debate, and leadership that empowers innovation and excellence. We strive to listen and learn and to model openness and transparency. We are accountable to each other at the foundation, to our charter, to our sector, to the organizations we support, and to society at large—as well as to the laws that govern our nonprofit status.”

I’ve set in bold the key words here. They are making a promise to both external and internal audiences with this statement that, for example, they are not going to steamroll anyone. They will come to any table with openness, but they also promise they won’t brook shoddy work.

Your values are statements of beliefs and the style by which you operate in the world. They are guiding principles for everything you do, from hiring and firing, operations, communications, dealmaking, and so on.

What Makes Great Core Messaging?

It’s crucial, when you’re writing your core messaging, not to create them by committee. Do your due diligence and get to the bottom of what you’re all about, but drafting any language in a collective way is a recipe for blandness. Boldness and inspirational messaging is going to go a long way. There are a lot of organizations with vision and mission statements that inspire nobody. People have real problems and they want to follow leaders with the ability to get people up and going.  

Core messaging should also be simple. The Nike mission statement is well known: 

“To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” 

Nike has had long periods in its history where it was relentlessly pursuing this simply put mission. They have done this in many ways, not least of which is their association (and use of) the greatest professional athletes of our time and their creation of the Innovation Kitchen where they cooked up new types of shoes. Whether or not they’ve drifted from their mission is a debate, but the mission itself is admirable.

Remember that your core messaging should be open and transparently public. Tell people who you are. If you don’t follow through, you will hurt your brand. But you need to tell people one way or another who you are.  

What You Get from Great Core Messaging

Of course, telling people who you are, and then actually acting that way will build trust. You will attract recruits and investors and donors and so on. People are going to want to join your team. That’s a huge benefit.

Almost as important is the ability to make more consistent and aligned decisions. If you can point to this fundamental promise to the world, then you can easily act on them. It’s a simple test — does this help us achieve our mission? Does this help us get to our vision? Does this align with our values? If not, then don’t do it. It becomes really simple. You should be hiring and firing based on values.

Clear and powerful core messaging also helps you understand your audience’s needs (both functional and emotional). Is what you say resonating with people? Then you know you’re on the right track. 
Also, core messaging becomes the foundational layer for the rest of your brand. It goes a long way in helping you develop messaging, articulating your brand personality, visuals, and so on.

We encourage you to invest real time in defining these core elements. Just be bold and go for it. People will respond.