We’ve called it many things in the past: Vision statement. Brand mantra. Positioning. USP.
However, there is no doubt about its power to serve as a clarifying, clarion call to a single-minded purpose, harnessing and channeling multiple effort streams towards a unified goal.
Harvard Business Review’s article on “What’s Your Company’s Sentence” is a great reminder about the power of a single, focused purpose. If you can capture what your personal/brand/business/company purpose in a single sentence – you have in your possession a powerful force towards building your brand.