There’s a popular commercial running these days about why The Ohio State University has kept their helmets the same for decades. The commercial explains the logic (in short) behind how and why their student-athletes earn buckeye leaf stickers to be placed on their helmets.
If you were to look up symbolism in the dictionary or online you will learn that symbolism is defined as:
“the use of symbols to represent ideas or qualities.”
Qualities. Ideas. Symbols.
Symbols can be very powerful. If you have any doubt about their importance, look no further than how popular emojis, avatars and bitmojis are. Symbols are incredibly persuasive because they take complex ideas and simplify them. In the world we live in, I believe we all are looking for more simplicity.
How can we apply this to our businesses? It’s easy. Stop trying to put your mission, vision, and values into words and think about its essence. If you cannot define what you aim to do and why you exist by creating a symbol, there is a very real possibility that your teammates and consumers of your products/services have no idea why you exist.
Let’s be honest with ourselves, can you recite your organization’s Mission Statement? Can you recall your vision without looking it up? When you make your organization’s purpose easy to understand, you create a common language. You create opportunities for your brand ambassadors to understand your purpose, but you also allow them to express your purpose in their own unique way.
People do not buy products. People buy relationships. People buy “stuff” that they can relate to. Even if everyone within your organization did memorize your Mission Statement, would it resonate with your target market? My guess is that it would for some, but it wouldn’t for most.
Simplify your messaging. Empower your teammates and watch the results. You will be amazed. There IS some value in “doing things the way we have always done them” if what you are doing is truly meaningful and memorable.
Just my thoughts. What are yours?