If you want to create a sense of purpose and direction within your B2B business’s strategic plan, then you are going to want to think about your missions, visions and values.  

These three things are what underpins your entire organisation and they provide not only guidance to your employees but also showcase who you are and what you want to achieve to your clients too.

So, what do I mean by these three terms and how can you make sure that you have written them to the highest standard possible?  

What are mission statements?  

Mission statements are what define who your business is and what you do. When you create a mission statement, then you can use this information to underpin the day-to-day operations of your business as well as communicate this to external stakeholders too.   

When you use this as a key point of your business, you are giving your employees something that they can all focus on and that will motivate them to reach a common goal.   

The key points of your mission statement should be what is most important to your business. They should be simple and clear, for anyone to understand, even those who are outside of your business and may not fully understand what you do.   

To create the best mission statement you are going to want to make sure that the language that you use is going to be informative and that it shouldn’t contain any jargon or generalisations that your clients may not entirely understand or relate to.   

If you are trying to write a mission statement and you are finding it hard to start; these are the questions that you need to keep in mind.   

What do we do? Who do we help? What do we want to accomplish? What impact do we see ourselves having?  

Once you have these questions in mind you will find it much easier to write your mission statement and have a positive influence on your B2B business as a whole.   

What are vision statements?  

The idea of a vision statement is to describe where you want your business to be in the future. These can be both short-term and long-term goals.   

You want your vision statement to act as content that is inspirational and motivational. You also want it to provide your employees with some direction, as well as show your clients where you hope your business to be in the future too.   

When it comes to writing a vision statement you want to ensure that you use positive language and that it is looking towards what your next steps are. You don’t want to be looking at the here and now as much as looking forward to the future and what can be achieved with a little time and effort.   

To write your vision statement you are going to want to ask yourself.   

Where is your business heading? What do you want to achieve in the future? How do you think this will fit in with your clients in the future?   

When you have a vision statement you will show that not only are you thinking about where your business could go and what it could be in the future; but that you also see your business going somewhere, which is what your clients are going to want to see from you.   

What are values statements?  

Value statements are the key principles that your business focuses on. A value statement can be used to inform employees, clients and also stakeholders too. Standards can be set within your company using the values statement that you have created.   

You want your values statement to be something that is going to be easy to action. You want to ensure that it is easy to remember and it needs to be a statement that can move with you as your company evolves and grows over time.   

To help you to write a values statement, there are some of the key things that you should ask yourself.   

What do we stand for as a business? What behaviours do we value? How do we make our actions meet our mission? How do we treat our staff and those in the wider community?  

Once you have these things, you can use them to create a statement that is going to help you to create a business that has shared values and that can rely on all employees meeting these requirements.  

It is important to see these three key statements as important aspects of your organisation and what you offer your clients.   

You need to think about all three of them and take the time and effort to create them if you want to stand the best chance of being a success and achieving all the key things that you want in the future. 

Take a look at some of my other blogs you may be interested in:

How client surveys can help your B2B firm

Video marketing blogs – tricks for your B2B firm to implement immediately

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.