The World of Dave Baseler

Before we can build a brand, we have to understand who we are, why we exist, where we’re going, and why.  This requires a carefully-crafted set of statements, as follows:

A mission statement tells what you are, what you do, for whom you do it, and why you are unique.  It is a statement of “now.”

A vision statement, on the other hand, is a statement of “then.”  It looks to the future.  Very simply, it defines what you want to become.

Values are the non-negotiable principles of the organization.  They are the foundation blocks of why and how you do what you do.

Distinctives take us back to the mission statement, because they are the part of the statement that explains why we are unique.  What’s different about us from all others in our field?  This area is easy to define, but not so easy to identify, as we’ll see.

It’s also important to add one more element to this mix.  That’s called a Position or, usually, a Position Statement.  A Position Statement is “that one thing:” one descriptive sentence or slogan an organization is known for; one specific idea that first comes to mind; one characteristic that sets you apart from everyone else.  A Position Statement is the front door – the way into your organization.  It gives people the first clue about who you are, what you do, and why it matters.  It lets people compare you with what they already know.

Want to know more about why these are so important?  Contact Dave Baseler.