How to Write a Vision Statement (Including Definitions, Examples, and a Vision Statement Generator)

Your business’s vision statement communicates your ultimate goal. 

Since mission and vision statements are usually discussed in the same conversation, your mission statement is what you do, while your vision statement is the view once you’re done.

Below are a few formal definitions to elaborate on the concept.


DEFINITIONS

According to . . .

[A vision statement is] an aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future. It is intended to serve as a clear guide for choosing current and future courses of action.

Similar to a mission statement, a vision statement provides a concrete way for stakeholders, especially employees, to understand the meaning and purpose of your business. However, unlike a mission statement – which describes the who, what and why of your business – a vision statement describes the desired long-term results of your company’s efforts. For example, an early Microsoft vision statement was “a computer on every desk and in every home.”

“A company vision statement reveals, at the highest levels, what an organization most hopes to be and achieve in the long term,” said Katie Trauth Taylor, CEO of writing consultancy Untold Content. “It serves a somewhat lofty purpose – to harness all the company’s foresight into one impactful statement.”


EXAMPLES

Want to see those conceptual definitions in action?  Below are a number of examples to scroll though to see the different ways famous companies communicate their vision.

Google: “To provide access to the world’s information in one click.”

Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Target: “Guided commitments to great value, the community, diversity, and the environment.”

Ebay: “To be the world’s favorite destination for discovering great value and unique selection.”

Nordstrom: “To serve our customers better, to always be relevant in their lives and to form lifelong relationships. And while serving our customer face-to-face is the foundation and hallmark of how we’ve historically served them, today customers seek our service in new ways. Speed, convenience, innovation, and personalization have become cornerstones of the customer experience. Guided by these new needs, we continue to invest in the cross-channel experience, combining the accessibility of pure online experience with the high-touch inclusivity of our stores.”

Versace: “To make women and men feel beautiful and empowered.”

BBC: “To act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.”

Netflix: “Becoming the best global entertainment distribution service; licensing entertainment content around the world; creating markets that are accessible to film makers; and helping content creators around the world to find a global audience.”

The Bank of New York: “Improving lives through inclusion, innovation and investing.”

  J.P. Morgan: “Aspire to be the best; execute superbly; build a great team and a winning culture.”

 Walgreens: “To be America’s most-loved pharmacy-led health, well-being and beauty company.”

CVS: “We strive to improve the quality of human life.”

United Way:  “United Way envisions a community where all individuals and families achieve their human potential through education, financial stability and healthy lives.”

Make-a-Wish: “To be able to make every eligible child’s wish come true.”

General Motors: “To create a future of zero crashes, zero emissions, and zero congestion, and we have committed ourselves to leading the way toward this future.”

Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

Apple:  “We believe that we are on the face of the earth to make great products and that’s not changing.”

IBM: “To be the world’s most successful and important information technology company.”

Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

Taco Bell: “To grow into the largest fast-food provider of Mexican style cuisine in emerging markets.”

Burger King: “To be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.”

McDonalds: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”


ANATOMY OF A VISION STATEMENT

As you may have noticed, most vision statements are comprised of the same basic components.  I’ll use our vision statement here at Brand Building for Small Business as an example:

While I have the different parts listed numerically for clarity, the order isn’t important.  As you’ve seen throughout the dozens of examples, these components can look very different from one company to the next.  All that matters is that you’ve clearly and fully communicated the vision of your company.


VISION STATEMENT GENERATOR

Now it’s your turn.  Try creating a vision statement for your business based on the structure below.

Here’s another example for good measure . . .

Have any questions?  As always, we’d love to hear from you.  Scroll below to the “Leave a Reply” section.  Happy vision statement drafting!

Not All Press is Good Press: How to Protect Your Brand When You Receive Bad Publicity from Customers

You can work to provide the best customer experience imaginable – sealing a rainbow and a hug with your perfect product in its perfect packaging – and you will still have the occasional unhappy customer.  Sometimes, the issue is simply bad timing . . . a perfect storm in your customer’s life that culminates with your product underperforming in some perceived way (that’s more often a result of the person’s current frame of mind than actual underperformance).  Sometimes, the fit isn’t a good one; the product or service isn’t what the individual expected (possibly even because he or she didn’t pay enough attention to the sales pitch or product specs prior to purchase).  Regardless, one day you will be on the receiving end of bad publicity from an unhappy customer, and you’ll want to know the best way to handle the situation.  Below are some different approaches with the selection of the right one dependent upon the specific circumstances of the bad press.

Sometimes, no response is the best response.

I have had a really hard time with this one in the past.  It’s just so against my nature to not share my point of view.  However, this approach can be the right choice when . . .

  1. The customer discredits themself in the process . . . either by sounding a little crazy, exhibiting below average intelligence, or complaining about something that clearly isn’t the product’s fault.  In other words, if your average person would read the quote, review, or feedback from the individual and not be convinced (for whatever reason) that your product was at fault, then just walk away.  Your work is done.  No input needed.


    I found this gem on Bored Panda as part of 41 Of The Most Hilarious Amazon Reviews Ever to beautifully illustrate my point.


    Here’s another great one from The Best Social entitled These 16 Amazon Reviews Are As Funny As They Are Unhelpful.
  2. You have the potential to do more harm than good.  Whenever you receive bad publicity, take a step back and try to look at the big picture.  Does this negative press have the potential to negatively affect sales?  If so, by how much?  For how long?  If the potential fallout is minimal, walk away.  Count your losses and call it a day.  Another important variable . . . how angry does this customer seem to be?  When helping my son with his science homework recently, I was reminded by Newton that all actions have an equal and opposite reaction.  If you counter your opposition, the chance always exists that they will find another way to strike back (especially if you’re dealing with one of those customers in the midst of that perfect storm in their life).

Turn an unhappy customer into a happy one.

This route is my favorite.  When you see a problem that has a solution, strive for resolution.  Regardless of whether you saw the complaint on facebook, on yelp, or in your local newspaper, the approach is largely the same.  Reach out to the customer, let the person know you saw their issue, apologize for the misunderstanding (usually one exists in these situations), and try to remedy the problem.  Upon reaching happy conclusion, I never ask for the individual to undo their negative press.  Simply apologize, fix the problem, and thank the person for giving you the opportunity to do so.  The majority of the time, the person will not only undo the negative, he or she will rave about your customer service.  However, do be prepared for the small minority of people who have had their issue resolved and do not undo their bad publicity.  In those cases, you then need to decide whether the potential fallout is bad enough that you need to take further action.  If so, read on.

Mitigate the damage.

Sometimes, your customer’s problem is unsolvable (or he/she is unmoved by your solution) AND the associated publicity does have the potential to substantially impact your business.  In those cases, you need to act, BUT always approach these situations with great caution.  If you choose to respond by providing a quote to the reporter doing the story or as a direct response in a public venue (facebook, yelp or other review web site, your product web page, etc.), be sure to do the following:

  1. First and foremost, be respectful.  Do not speak at all negatively about the person or situation.  If you do, readers will empathize with the customer.  They will picture buying your product, having a problem, and being spoken to in that same negative manner.
  2. Apologize . . . carefully.  Despite whether you feel you’re at fault, your customer feels he or she has been wronged in some way.  You have a public victim.  That said, you’re probably not looking to claim full culpability either, so choose your words carefully.  Apologize: for the misunderstanding, for the terrible experience that’s been endured, etc.  Don’t say, “I apologize that my product was the cause of a terrible experience for you.”  The difference is subtle but important.
  3. Address the situation directly.  This is the time to share your side of things.  Nicely explain the issue from your perspective.  Your goal is for a potential customer to hear both sides and agree with you . . . or at least feel your fault is limited enough that they would still patronize your business.  I dug up two examples for you of 1-star reviews I’ve received that I felt warranted a response.




  4. Focus on increasing your positive publicity.  Work to counteract the negative message that was conveyed.  For example, if a customer’s complaint of faulty workmanship on her home got media attention, try to get press coverage on all the beautiful work your company has done.  That could mean applying for some recognition in your field (annual awards, etc.), which could then be promoted.  Another route would be to introduce a new guarantee on your workmanship, which could be publicized.  If you’ve done a job that was unique or special in some way, you could try to pitch the story to a reporter as a feature.  In my line of work, when a product gets a negative review that needs to be addressed, I send messages to other customers who have purchased the same product, asking if they would be willing to share their experience.  During this pandemic (while sales were at their worst for me), I needed to take this step.  Here was my message:

Hi there.  I would like to personally thank you once again for your purchase.  During these hard times in particular, the fact that you are purchasing products from small businesses means so much — to me and my family.  So please accept my sincerest thanks.

An additional step that is very meaningful is leaving a review.  IF you have the time available AND you were happy with your purchase, I would greatly appreciate you taking a few minutes to write a positive review for the product.  I think people often don’t realize how important an impact their voice can have — especially for a small business.

If you didn’t end up loving your purchase, please respond to this message and let me know.  I can either help you troubleshoot or I can personalize your product for you (if applicable), and I can work to improve the product for future customers.


Thank you!!!     


In conclusion, I sincerely hope you never have negative press.  (For a good article on proactive prevention, check out Great Customer Service is a Zero Cost Strategy by Business Management Blog.)  For the unfortunate though likely day that you do encounter an unhappy (and vocal) customer, I hope this article makes you feel a little more prepared.  Have any questions or comments?  We’d love to hear from you.  Scroll down to “Leave a Reply.”

How to Set Up Simple Print-and-Cut Business Cards in Corel Draw

If you’re a graphic designer by trade, Corel Draw may not be your graphics editor of choice.  If you’re a small business owner without a lot of graphic design experience choosing to do your branding in-house, Corel Draw is a great choice.  You can pretty much address all your web and print graphics needs for a faction of the price of the typical designer preference, Adobe. Since you’ve landed on this page in your travels, you probably already know that.  You’re stumbling block may be that blank page within Corel Draw that you’re staring at while wondering the quickest and easiest way to get professional-looking business cards designed, printed, and ready to hand out.  We’ll take you step by step through the process.

A Quick Note About Versions: I’m using Corel Draw 18. As long as you’re using a version in that same vicinity (i.e., 16, 17, 19, or 20), your view should look pretty similar to the screenshots included throughout these directions.

1.  From within Corel Draw, go to File > New.  You want an 8.5 x 11” portrait page that’s CMYK and 300 dpi:

2. Select the Graph Paper Tool:

Input 2 columns by 5 rows:

Draw the graph in any size and then switch to the Pick tool:

Change the size of the graph to 7” wide x 10” high and then type “p” to center the object on the page:

Double click the Outline Pen at the bottom right of the screen and change the color to dark gray, the width to hairline, and the style to dashed:

Then press Ungroup Objects with the graph still selected:

3. With the layout of your business card document ready, Go to File > Import and navigate to an image of your logo and click the Import button.  Then, resize as desired and place your image within the top left rectangle.  To ensure your logo is perfectly horizontally centered within the space, select the logo first, hold down the “shift” key to be able to select multiple objects, select the rectangle, at which point you can deselect shift; then, press “c” with both objects selected.

Select the Text tool so you could begin adding content:

Click anywhere on the page and type your name; press enter and add your title; then, continue adding the rest of the details you would like to show on your business card.  I’m going to include my title, phone number, email address, and web site.  Finally, set the alignment of the text to centered and choose your font and font size.  I’m going to use Calibri, size 11 for my name; size 10 for my title; and 7.5 for the rest of the information.

Move the text to the desired spot within the rectangle and horizontally center the two (click the text, press the ”shift” key while also selecting the rectangle; then, press “c”):

Now, you’ll want to adjust the spacing a bit.  With the text selected, press Ctrl + k to break each line into its own text object.  Then, I’m going to stretch out the character spacing of my name from 0% to 150%.  To do so, press Ctrl + t to edit the text properties. 

To ensure the two words don’t run into one another with the extended character spacing, I’m going to change the Word Spacing from 100% to 450%:

For my title, I’m going to use 50% character spacing and 250% word spacing.

Next, I’m going to select the phone number, e-mail address, and web site – pressing the down arrow key a few times until I’m happy with the placement:

4. And now we’ve got one business card in place!  To distribute the card design throughout the page so they can be printed ten at a time, select the rectangle you’ve been working on along with all the content inside and press Ctrl + g to group them together.  Press Ctrl + d to duplicate the business card:

Keeping the newly created business card selected, press the “shift” key while selecting the top right rectangle; then, press “e” to vertically center and “c” to horizontally center:

Select your two business cards and press Ctrl + g to group the two together and then Ctrl + d to duplicate them both:

With your newly created group of two business cards selected, press shift while selecting the second rectangle in the first column, and press “t” to top align the objects and “l” to left align the objects:

Repeat that process until all the rectangles are filled with your business cards:

5. Save your file and print; be sure to set your Print Quality to the best available option.

When choosing your paper, I recommend a quality cardstock between 80 and 100 lb — any thinner, and your business card will be too flimsy; any thicker, and you risk problems using the paper in a conventional home printer. A matte versus glossy finish is really a personal preference, but you do avoid any potential for fingerprints on a matte stock.

Then, cut!  For the cleanest and straightest edges, use a paper cutter.  

A Note About Fonts and Colors:
While the instructions described above will achieve the simple and modern design pictured, you can (and should) customize the look for your business. If you’ve been brand building from the start, you already have a Style Guide in place, and everything you create for your business should reflect the guidelines you’ve set for your logo usage, fonts, and colors. If you’re new to branding, be sure to review our story on The Role of a Brand Style Guide.

How to Easily Create Business Letterhead in Microsoft Word (Video Tutorial)

In an earlier post, we described how easy creating your own business letterhead can be in Microsoft Word.  Well, they say a picture is worth a thousand words, so a video must be worth . . . a whole lot of words!

We really wanted to be able to show how easy some of our DIYs really are, and how better to do that than in live action?  (The task of creating letterhead is done in about two minutes.) 

So welcome to our first video . . . .  Hope you enjoy it!  If you have any questions or comments, we’d love to hear from you!  Just scroll down to the comments section at the bottom of this page.

Creating a ‘Follow Us on Social Media’ Sign in Microsoft Word

You’ve created your social media pages to reinforce and promote your brand, and you regularly dedicate your time to adding content.  Now, you want to be sure you’re taking every opportunity to properly promote your social media presence.  If your small business has a physical location (office, retail store, etc.), hanging a sign in a high-traffic area is a great option and relatively quick and easy.

I’ll show you the steps to create such sign in Microsoft Word.

1. Open Word, create a new blank document, and insert a rectangle.  (When your cursor turns into a plus sign, you’re able to draw your shape.

By default, mine is blue.  Right click the rectangle and select More Layout Options. 

Set the properties to . . .

  • Size: 10” in Height and 8” in Width
  • Text Wrapping: Behind Text
  • Position:
    • Horizontal – Absolute Position of .25” ‘to the right of’: Page
    • Vertical – Absolute Position of .5” ‘to the right of’: Page

Set the Fill to No Fill and the Line to a Solid Line, Black Color, and .5 pt Width, choosing the Dash Type selection shown below.

2. Click inside the rectangle and type “Follow Us on Social Media”.  Set the font to one or more choices that work as your heading and size to appropriately fill the space.  Set the Alignment to Centered.  I went with the font Candelion Regular in all lowercase at size 160 for “follow us” and (on the next line) Calibri in all caps at size 25 and added a space between each letter.

3. Next, decide which review platforms you would like to feature.  We are currently active on Facebook, LinkedIn, and Pinterest and will be highlighting those.  Then, go to Google to find logos.  Most social media outlets will have a corporate page that makes their logo available to the public along with instructions for proper usage.  For example, Facebook has a Brand Resources page easily found when searching “facebook logo” on Google.

As you find the appropriate source for each social media outlet, save the logos to your desktop.

4. Press enter within your document to advance to the next line space and then insert each of your saved logos (from the menu at top, press the Insert tab, and choose Picture) in the order you want them to appear on your sign. 

Inserting each of mine took me to the bottom of a second page.  So, the first step in adjusting sizing is to crop any excess space from the logos.  (As you can see above, the outline of the Pinterest image is directly around the icon, so no need to crop that one.)  That’s not the case for LinkedIn . . .

To crop, click Picture Tools (at the very top of the screen), click the Crop icon (at top right), drag the outer edges of the box tight around the logo, and press enter.  Once all the logos are cropped as needed, try to match their size to about and 1.4” in height.  (This will ensure you have adequate room for text.)  To do so, click Picture Tools again and enter a height at top right.

Repeat for the other icons.

5.  Click in the space after your first icon, press enter to add a line space, and type your profile name/URL for that platform; repeat for your subsequent logos.  This process once again took me onto a second page.

Therefore, decrease the font size as needed.  I went with size 20.

And then adjust the spacing a little for each line of text (so you have additional room between each social media outlet).

And you’re done!

6. Save your file, print, cut (on the dotted line, which is 8×10”), and frame!

A Note About Fonts and Colors:
While the instructions described above will achieve the simple and modern design pictured, you can (and should) customize the look for your business. If you’ve been brand building from the start, you already have a Style Guide in place, and everything you create for your business should reflect the guidelines you’ve set for your logo usage, fonts, and colors. If you’re new to branding, be sure to review our story on The Role of a Brand Style Guide.

Happy designing!

Basic SEO: Make Sure Your Web Site is Included in Search Engines’ Index

Photo by PhotoMIX Ltd. on Pexels.com

SEO or Search Engine Optimization, in a nutshell, helps your web site be found online.

The very first step is to make sure search engines know your web site exists.  Or, more specifically . . .

CHECK WHETHER YOUR WEB SITE IS INDEXED

Search engines “crawl” the internet, reviewing each web page found, and then organize the content in their “index” to provide as future search results based on the relevancy to keywords searched.  If you’re not in the search engine’s index, you’re virtually invisible to searchers or, as applicable to us small businesses, potential customers.

Seeing whether your web site is in their index is easy.  From any search engine, search for “site:yourwebsite.com”.  (In our case, we search:  site:brandbuildingforsmallbusiness.com.)

In our check, we found that most of our blog is a part of Google’s index.  Since Google performs the lion’s share of searches (see below), we’re going to focus on them.

WHAT TO DO IF YOUR WEB SITE IS NOT INCLUDED IN THE INDEX?

According to Google, a few common reasons explain why a site might not appear in search results.  The most popular issues and some potential solutions are listed below for you.

  • PROBLEM:  Other web sites do not link to your site, and/or your web site is simply too new.
  • POSSIBLE SOLUTION:  You can create pages for your business in social media venues (like Facebook, Pinterest, etc.) and include links to your web site. 
  • POSSIBLE SOLUTION: Find popular web sites that could benefit from content on your web site.  Once you’ve identified some possible targets, send an email or letter to the appropriate person (usually a contact page will have the needed information) and explain why you believe their web site would benefit from linking to yours.  Be sure to follow up.
  • POSSIBLE SOLUTION:  Get online reviews.  If applicable to your products or services, create a page for your business on popular review sites (google, yelp, etc.) and seek out reviews.  If you know of a particularly happy customer that has a web site or a strong social media following, ask for a plug to your business.
  • POSSIBLE SOLUTION:  Think about business contacts that could help you promote your web site.  For instance, you may use intermediaries or suppliers that have an appropriate place on their web site to link to your business.
  • POSSIBLE SOLUTION: And last but not least, post quality content and be patient.  “If you build it, they will come.”  Whether a baseball field or a web site that adds unique value to the digital world, people will eventually find you, and they will link to your web site.
  • PROBLEM: Google’s ability to crawl the site has been hindered by Flash, other specialized technology, or a lack of text.
  • POSSIBLE SOLUTION: If your web site utilizes Flash or another specialized technology, you may want to consider a redesign in HTML.  While this could be a significant undertaking, you want your web site written in a language that search engines understand.
  • POSSIBLE SOLUTION: Review the image to text ratio on your web site.  Do you have enough words for search engines to fully understand the content for each page?  If not, you can either replace your images with text (try to use formatting to achieve that same visual appeal) or supplement the images with explanatory captions.  Remember that you’re communicating with your web site’s audience as well as search engines.
  • PROBLEM: Your web site generated an error when Google tried to crawl your web site.
  • POSSIBLE SOLUTION: The most common reason for this problem is secured content.  If your web site requires a log-in to enter the site, Google won’t be able to enter either.  Consider restructuring your web site so that your more general pages are open to the public and only the pages truly requiring a log-in get that restriction.
  • POSSIBLE SOLUTION: You can also register your web site with Google’s Search Console, which can give you some more specific information about the errors generated.

Once you feel like you have sufficiently addressed your particular problem, ask Google to crawl and index your web site.

If you have any questions or comments about getting included in Google’s index, we’ve love to hear from you.  Scroll down to the comments section. . . .

The next goal of course is to improve your web site’s search ranking, which will be the focus of a future post. 

Special Note:
Brand Building for Small Business has been identified by Feedspot (www.Feedspot.com) as one of the Top 100 Branding Blogs. Feedspot provides “the most comprehensive list of branding blogs on the Internet” so we are pleased to be part of that group.  To learn more, visit https://blog.feedspot.com/branding_blogs/.