In my last post we talked about how critical vision and mission statements are to the structure and effectiveness of an organization. Vision and mission statements guide the daily decision making. 

One of In The Lights’ most notable clients is the principal American Ballet Theatre dancer, James Whiteside.

James came to In The Lights seeking to gain significance within the traditional ballet sphere while honoring his bold flamboyance and personality. As an openly gay male, he wanted to be more authentic to himself within an environment where he typically acts as the handsome prince or cunning villain on stage.

In representing him, we faced the challenge of transforming his talents and profile into a brand that appeals to a wider audience, outside of the performing arts community. 

Because of the vision and mission that we had outlined and continue to uphold at In The Lights, we applied the support and organizational confidence we already had, to James. Within two years, James went from a dancer rarely mentioned by the press to one of Jennifer Garner’s famous friends.

While almost never appearing in any dance media publications prior to working with In The Lights, he was featured 10 months in a row in 2018, including a Dance Magazine cover story and more than 100 press stories including New York Times and NYT Magazine, Vogue, Allure, W, Billboard, InStyle, WWD, Esquire, The New Yorker and more. 

No matter what it is, or who you are, establishing a clear vision and mission for a personal brand or organization will always help chart a course to successful storytelling and business development. Like my brother and nephews, establishing the why, the what, and the how will not only help an audience understand a bigger purpose but you and your team as well.

Follow the outline below to develop your own vision and mission statements. 

How to Write a Vision Statement

When writing your company or organization’s vision statement, consider the following questions:

  1. What is the dream?
    An effective vision statement will paint a clear picture of where an organization eventually wants to be. This is usually optimistic but realistic.
  2. When do we want to accomplish it?
    Set specific time parameters for the vision statement. This will help to keep an organization on course.
  3. How do we want to accomplish it?
    Determine achievable goals and objectives for an organization. The vision statement needs to be aligned with an organization’s values and culture.

How to Write a Mission Statement

When the time comes to develop a mission statement, focus on three main points: 

  1. What an organization does.
    Explain the values and purpose of the organization.
  2. Who an organization exists for.
    Explain the industry that an organization exists in and who the target audience is.
  3. And how it’s going to help.
    Detail the main objectives and responsibilities that an organization has — specifically
    in regards to the audience.

The In The Lights team is passionate about arts and culture and committed to bringing best practices for effective, efficient and meaningful branding campaigns that resonate with client audiences. 

For more expertise in the world of arts PR, sign up for In The Lights’ quarterly marketing newsletter.

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