• Vision
  • Mission
  • Values
  • Strategic positioning (i.e., what makes you different and better)
  • Think again. Odds are they aren’t.
    I just heard Jessica Cobbs, Global Brand Director of UPS, speak and their management team wasn’t in alignment.
    If your management team isn’t in alignment, what are the odds your employees are all working towards the same goal? Not very good.
    What to do?
    Start by having a one-on-one interview with each member of the management team.
    Ask them to tell you what they think the vision, mission, values and strategic positioning of the firm are.
    It’s likely that every member of the management team will not know what the terms even mean, let a lone what they are, so have a consistent definition ready so they can answer the question.
    Develop a report with all of the answers and then share your findings with the management team.
    After seeing the diversity of comments, they should agree on the need to all get on the same page with you leading the way to the development of a comprehensive brand platform.
    Ultimately, you can use the brand platform to cascade the agreed upon vision, mission, values and positioning throughout the organization.
    If you need an independent third party to come in, do the research and report the results, give me a call.
    If not, keep doing your job to the best of your ability knowing that you tried to get the organization working more effectively and efficiently and empowering employees to execute their jobs and responsibilities in a consistent and cohesive manner.



    Tom Smith

    Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional