A company's raison d'être represents its identity. Values and missions go hand in hand with it. These three concepts are essential for any company wishing to build a powerful corporate culture and a strategy with solid pillars.

That is why it is crucial to decide them accurately.

Purpose, values and missions must be in line with the company, its strategy, its activity and the related challenges.

In order to always have a guideline, the manager must not neglect his aspects, work on them and communicate them internally and externally. These concepts are also the brand image of the company. They are its identity with the public, customers and other businesses.

Here are some tips to help you define the purpose, values and missions of your company.

Define the purpose of your business

The raison d'être is a sentence defining the mission of the company, its identity. It is essential in building a solid corporate culture.

It is a long-term vision, an ambition, which represents the company's guideline. This guideline takes into account the societal and environmental issues related to the activity of the structure.

The company must therefore show that it is a major player in society through the expression of its strategy.

6 steps not to be overlooked

1. Analyzing the competition

Defining a reason for being confirms the positioning of the company and its activity. It gives meaning to business. It may therefore be interesting to benchmark your sector of activity.

2. Use purpose as a strategic tool

In the context of CSR policy, purpose is essential because it makes it possible to align these challenges with those of the company (commercial).

3. Purpose must be a collective issue

It can be a real source of motivation for employees. With it, they will unite around the same concept and advance towards the same objective.

4. Make your raison d'être known to the whole company

Once defined, the purpose must be adopted and accepted by each department. It must be the company's reference.

5. Communicate

Communicating a clear purpose to employees is essential for them to feel involved in a common project. Also, once assimilated internally, it is necessary to communicate the company's raison d'être externally.

Making it known to customers, on social networks etc. is important. The more it is disseminated, the more the spirit of the company will be mobilizing, inspiring and full of meaning.

6. Be accompanied

Finding the raison d'être of your business can be very difficult for some managers. In this case, business coaching is necessary in order to be guided and to act effectively.

The importance of values

A company's values are its fundamental principles. They direct the way the company works and the collaboration between members of the company. They therefore guide internal behaviors and choices.

Well determined, they can represent real levers of performance. Managers use values to unite employees, develop a brand image and establish corporate culture.

What values to define?

— Impacting values for management;

— Values of well-being for employees;

— Ethical and environmental values.

These values should show the spirit and mentality of the company. They must therefore be in line with its raison d'être. This must be defined first, it will then be easier to find values following the same line.

Attention, it is important to make choices. Not all values can be listed, so some principles must be prioritized.

Once decided, the values can be communicated to the whole company through their mention in the rules of procedure and displays on the premises.

Determining the values of a company requires the manager to ask the right questions, to take a step back and to know in which direction to go. This can be tedious and taking a step back is sometimes impossible. To help managers in this work, VISCONTI Partners offers comprehensive support through its coaching offers.

Determine the mission (s) of the company

A mission must represent what the company accomplishes, so it must be concrete. All of the company's actions meet this mission. Formulating one or more missions makes it possible to plan the future of the company and to set up a specific project.

Some important points

• A mission statement should be limited to one or two sentences
• A mission must express what the company does, the reason for its creation
• A mission must be clear
• It is important to question what the company offers, its product, and to define the targeted clientele in order to achieve a coherent mission

Mission is a pillar of business strategy.

It must therefore be carefully thought out and expressed precisely.

Executive coaching is a real asset in defining the missions of your company. VISCONTI Partners offers coaching, tools and the application of a methodology to determine the mission of your company.

This is in order to know the objective of your business and to perfect your strategy. As part of building a corporate culture, the coach will also help you define the mission of your company, as well as its raison d'être and its values.

Defining the purpose, values and missions of the company allows you to develop your strategy and set up a true brand image.

Without a reason for being, no identity, without values, no healthy corporate life, no mission, no defined goal. It is therefore essential for any society to determine them and then to make them known.

These points are also essential for creating a corporate culture. And this, regardless of the size or sector of activity of the structure.