The brand team mission
What should the brand team be doing? What’s their mission? Their charter?
The brand team plays a pivotal role in how your business creates value for customers. To clarify the team’s mission, you want a mission statement that’s brief, results-oriented and forward-focused. More often than not, the brand team is pushing the edge. They’re defining your tomorrows, not perpetuating your past. Their charter needs to give them working room, and breathing room.
Here’s how I see it:
Marching orders for the brand team:
Open eyes, open minds, open markets. Create value. Create customers.
That’s it. Short and sweet.
Is it like most conventional brand team mission statements? Nope. Not at all.
It’s aim is to lead the business through brands. That’s where the brand team belongs.
