Vision & Mission & DNA

A back to basics course on marketing was surprisingly relevant to most areas of my work. I'll try and relay the good bits! 1. What is your VISION? What are we doing? Why are we doing it? Where are we headed? What is your core purpose and your core values? A vision is bigger than you can contain, forces you to grow, longterm direction, how you want the world to be. It's longterm 5-10 years. It touches the heart as well as the head. It's bold and audacious. EXAMPLE: " A just world without poverty' OXFAM KlangHaus : Boundless joy-inducing sound and art pioneers 2. What is your MISSION? The mission is why you exist, the difference you make, how you make the vision happen, what you do and why, your cause. EXAMPLE: " Everything we do... supports our mission: to promote understanding and enjoyment of British, modern and contemporary art." Tate Modern KlangHaus is part architecture, part art installation, part live gig. We take over buildings, respond to the history, the acoustic, the architecture and do live promenade, close-up shows for small audiences of around 30 people. Our intention is to refresh the live gig environment: music is innovative, why have a conservative format. KlangHaus: Bold adventures in sound, light and space. 3. Where might you use your vision? Make it public, share it with all co-workers, headed note paper, email sign-off, invoices, receipts. Use it before a decision is made? Programmes, tickets, translate into different languages. Where might you use your mission.... more internal business, less public...though I think the KlangHaus mission is equal to the vision. 4. BRAND horrible word, but really it means what is your DNA, your essence, what makes KlangHaus KlangHaus, what describes you at your best? For this we use our manifesto: WE ARE bold , innovative, risk-takers, fun and generous. WE WONDER when does a show start and when does a show finish. WE FEEL, we aim to make you feel, we are warm. WE DO take care of the experience people have. All core people you work with must understand your brand. things that are off-brand will be jarring. i.e. if the music you create builds tension, if someone is constantly resolving the tension because it makes them feel more comfortable, that is a problem. Brand - How are you different? A commitment to harmony, melody and meaning. A simple desire to connect with the audience by sharing a narrative. What impact do you have on people? we are known to inspire people, 'A joy-inducing original' The Times What is it that you believe? What are you like? How do you treat people? What do they get? How do you attract people? KH; pioneers, mystery, bring buildings alive, immersive experience, bespoke, experimental, one-off, surprise. What impact do you have on people? Inspire, give permission to others to be theatrical, alternative, innovative, odd. How do you engage people? You can spend time in the installation, participants are up close, so they feel involved, part of it. That's enough of a chunk for now....