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Mission, Vision, and Elevators Oh My!
Hi friends, Happy Friday! Let’s talk about where to get started. There’s so many pieces to brand identity, marketing strategy and messaging- today I want to focus on three small but very important starting steps to brand identity. I think it’s really helpful for businesses of any size to start with taking time to put together a business plan and draft out what they want their business model to look like. I say draft because any entrepreneur will tell you, the business model is ever-evolving those first few years while you figure out wha works and what doesn’t and while you grow. I highly recommend Business Plans for Dummies, it’s an excellent resource. SCORE is also a really great resource, they offer free business mentorship for entrepreneurs. And if you’re really serious about growing and scaling a business, I’d love to help you walk through your business and marketing planning.
The three pieces that kick off a business plan are your mission statement, your vision statement, and your elevator pitch. They’re pretty much exactly what they sound like.
There is a lot of thinking and work that goes into these three tiny paragraphs, I usually spend a good few weeks on these with my clients, so don’t be discouraged if it doesn’t pop right out. A few questions you can ask to get started are ‘what am I good at’, ‘what do I like to do’, ‘what do I want to do’, ‘what adjectives do I want to be associated with’, ‘who do I want to work with?’, ‘what would the top pain points of my ideal client be’, ‘how do I solve those pain points’, ‘what adjectives would I describe my ideal client with’, ‘why am I doing this’, ‘what’s my end goal.’ Take some time and do a brain dump, if you can’t afford a strategist, call up a friend and bribe them with pizza and beer.
So let’s start with mission.
The best way to craft a good mission statement is to ask yourself what do I do, who do I do it for, why should you care
My mission statement at Honey MAP is To sweeten the world with good and sensical brand identity, marketing strategy and messaging for like-minded businesses.
Next is the vision statement, which often gets confused with a mission statement but it’s different. This is the part where you get to dream about how your mission will sweeten the world. Ask yourself what your end goal is, why you are doing this business, what you hope will happen in 1, 5, 15 years.
My vision statement is: To help businesses and individuals translate their dream to their clients, and find peak success in their brand through consulting on brand identity, marketing strategy and messaging. To sustain a business model with 30% profitable businesses to allow 70% capacity to be filled by charities and non-profits globally. To empower local businesses to own their own marketing and business success. To be sensical and customer focused always. To cut through noise and deliver clear, honest messages from brands we actually believe in to their ideal audiences. To present ourselves in a way that clients view us more as colleagues and allies than a paid agency. To help small business communities thrive, and to see charities and non-profits reap the same marketing benefits as profitable organizations. We will be an agency that works ardently to make the world better; a place employees love to work and clients love to work with. To be the ultimate business-best-friend agency for all business owners who are passionate about sweetening the world.
And yes, it’s long, because I have a big vision.
Lastly, the elevator pitch. Not all business plans have this written out but I have found that every entrepreneur I have worked with has sworn they are totally set with their elevator pitch, yet none have ever actually been able to articulate what it is they do in one cohesive thought. It’s harder than it sounds. If you are an entrepreneur, you probably started your own business because you wanted to do things differently, which means you’re introducing something different to the world. Ask yourself “Can I explain what it is that I do to a kindergartener in less than 15 seconds?” If you can’t, you need to edit your pitch.
It takes about 7 seconds to form an impression of someone. 7 seconds- yes, humans are super judgmental. We also have wicked short attention spans. Don’t try to tell someone your life story in an elevator. Find the most important pieces and whet their appetite. If you peak their interest, they’ll ask you to expand, and then you can engage in conversation and convert your lead.
If you aren’t sure whether your pitch is clear, ask a few friends to tell you what it is that you do. If their interpretation of your pitch is different from your intention, or if they say “I have no clue what you do”, then you have work to do. Another indicator is if you’re frequently networking with people you’d love to work with and none of them are following up with you- you probably aren’t using the right language.
My elevator pitch is broken into three chunks, the 15 second pitch, the 15 second follow up (when someone asks, so what does that look like?) and the ‘fun fact’ closer.
I partner with businesses who have big hearts and big visions for sweetening the world but don’t know where to start. I walk with them through brand identity, marketing strategy and messaging- helping them define who they are, who their ideal client is, and what the most efficient messaging and channels are to reach them.
We start with a comprehensive evaluation of everything they have and everything they want, auditing what is and isn’t working and any potential blindspots or missed opportunities. Then we work together to combine business strategy and mindset to create an organized marketing strategy with appropriate messaging to grow their business.
I also lead marketing education workshops for corporations and small business communities, and in an effort to help others sweeten the world, 10% of all time and profits made at Honey MAP are given directly to helping charities and non-profits globally.
I hope this was helpful, I know that was a lot of information. If you want to follow up and dig deeper into your business, schedule free a call to chat.