Mission, vision and values: the importance of putting the company’s DNA into practice

Developing the personality of your brand is something you can’t give up. Customers are increasingly aware of the purpose of each of the companies they consume and making the identity of their business very clear to them is of paramount importance.

The personification of the brand by clients is something that is frequent, i.e. they understand their business as something that has physical attributes and personality, as a person, so defining an authentic DNA that speaks to its audience will be a differential in the market.

To help you define your company’s DNA, we’ve prepared a list of each of the steps you need to take to understand your company’s personality and think of the best way to communicate it to your clients.

Step 1 – Understand your target audience

Talking about communication and marketing without passing as a target audience is useless, understanding who your audience is, what they are looking for and how you can best communicate with them is indispensable for the success of your company.

At this point it is essential to understand that there is no room for companies that want to be generic, that is, reach all audiences, it is essential to define a target to be reached after all, who speaks with everyone is not heard by anyone.

Therefore, it is useless to define your audience only as “men between 25 and 30 years old”, it is important to know where they live, what their academic background is, what is their salary range, if they are married, if they have children, etc. Only in this way will it be possible to define how they see your product and what you need to offer them.

Step 2 – Define your company’s Mission, Vision and Values.

Defining the pillars that will govern your company and its characteristics before customers are your next step, after all, it is from them that you will create the voice with which your company will communicate with employees, suppliers, and customers.

If you have not yet defined these concepts for your company, we will show you how to think about the development of each one of them and what will be the best way to put them into practice.


To begin with, it is important to weigh what the main benefit of your business is, i.e. how you solve a problem or the pain of your target audience.

Then think about what your differential is to your competitors, which makes you unique.

And finally what you are looking for with your business, what is your interest in taking that company forward.

With these three well-defined pieces of information, you can write a sentence containing each one and presenting your company’s Mission.


At this point, you need to define your business objectives, what you want to achieve in the long term.

To do this, formulate a sentence that explains the path your company intends to take to achieve its proposal.


The third and final point is related to the behavior and beliefs of the organization, i.e. what will define the internal and external conduct of the company.

To express them in words it is necessary to indicate the attitudes that define them, that is, the actions that will be put into practice to achieve the company’s purpose.

Step 3 – Putting the company’s DNA into practice

Understanding that marketing can no longer be product-oriented, but rather customer-oriented, is your final step. In short, at this point, it is important to put the customer as the center of attention and direct the entire organization of your business to this.

It is essential to understand that you need to speak your customers’ language, understand their problems and be willing to solve them, only in this way will it be possible to create a relationship of exchange of values.

Finally, remember that your company’s DNA cannot only be on paper, or on your web site, but in all of your business communication, from contact with your suppliers to product exposure to the end consumer.

For tips and ideas on how to improve your business, be sure to follow our blog, share our content with your contacts and spread information about work and entrepreneurship.