A Vision and Mission statements describes your organization and where you want to go in the future. When in doubt, it provides a platform for people to make decisions, eg. a potential action is consistent with the values of the organization.
The Brand is much more; it describes what makes your organization special and differentiates you from the rest. The organizations brand strikes at all of the senses. It is more than a logo, it is a way of life. It answers the question, what does it mean to work for your organization? It should describe your history, customs and traditions that differentiate your organization. It connects and engages current employees to your organization. It energizes and builds pride in your community and potential customers. It attracts potential employees to you, while repelling potential applicants who may not "fit" well within your organization.
The potential impact of your organizational brand is enormous to your organizations success. Every organization has a brand. You can either control it yourself, or someone else will be in control.
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