Intent, Vision, Mission, Strategy, Implement, followup

Intent,Vision, Mission, Strategy, Implement, follow-up!

This is the new structure by which sustainable business models are made of.

We have to develop a glossary (wiki) of terms to define this new approach:

• Intent (Reason the Brand exists in the marketplace)
• Vision (Where are we going?)
• Mission (What are we setting out to achieve-Action!)
• Strategy ( How will we do it? how much, when? risks?)
• Implement (How will we do it? Method? Process by which.)
• Follow up (what measurements/metrics will indicates success)

Most of these terms are pretty common in corporate culture, with one very important element added INTENT= Brand

What are the founding values, ethics, reason for existance and are they built into the fibre of your new vision?

This is NOT something you gloss over in your strategic plan, but at the heart of it, the yard stick by which all direction, communications, policies, procedures are founded upon.

Brand is the key to success! Intent is the foundation by which is built.

Company to Brand born again!

Most companies build a defined product or service with defined overhead to support it. The problem arises when that revenue stream that that company was built for shifts, leaving that company lacking, suffering.
The solution is making a transition to a Brand. The original company does not have to be affected, the Brand (intent) allows you freedom to become something new, tap into new revenue streams without fear.
When a particular region is of a very singular mindset in terms of financial diversification, an entire local economy can suffer as a result when the global tides of business shift.

THE SOLUTION! TAKE THAT INTELLECTUAL CAPITAL AND BRAND IT!

JP

Company vs. Brand

There is much confusion today about company vs. Brand. Some will argue they are one in the same, others seperately intentities.

My take on it is this...

If you are in a demographic that supports a local "company" delivering local services and your intent is to deliver a strong service to a defined market- company is the way to go. It holds the strong values and ethics of the owner(s) and delivers a solid service at a good profit normally.

Concerns:

If a Brand moves into that space, they usually win over time- due to more sex appeal, pricing advantages and better process.

The concern by many company owners is if they create a brand they lose the values, and ethics of the original company. This can be true if the intent of the Brand is made without some of that original founding fibre. Keep in mine a Brand can financially succeed but not carry a strong moral sense with it.

In summary if you are looking to start a company, beware the aggressive brand that moves into your space- if you are a Brand- beware you bring the ethical and value based elements into your brand.

Both are required to create a sustainable business model

JP