What’s Your Battle Cry?
I spent yesterday afternoon with a colleague and a client crafting a new vision statement. After a few hours of great conversation, brainstorming and wordsmithing, we boiled it down to just three words.
What are they? You’ll have to check back for that one after we relaunch the brand. For now, you’ll have to be content with a little banter from me.
But, that session got me thinking. Every great organization should have a battle cry – a short, concise statement that concretes your vision and pushes you forward each day. It can be an internal mantra or proclaimed to the world to position your brand. Some examples…
“Always low prices, ALWAYS.” – Walmart
“The happiest place on Earth.” – Disney World
Or, the informal corporate mantra of Google…. “”Don’t be Evil!”
Even Henry Ford in 1929 described the mass-production he envisioned by saying “Build a car that my workers can afford.”
Ready to come up with that memorable phrase that will carry you into the future? Where do you start? Here are a few rules to follow when crafting your battle cry….
K.I.S.S. (the good ‘ol Keep It Simple Stupid rule)
We’ve all seen the mission statements that drone on about value, service, and commitment to something-or-another. A battle cry should be short, concise, repeatable. If you can’t memorize it in 10 seconds and say it in under 4, its too long.
We all have multiple goals we want to achieve, but when crafting your battle cry, try to limit it to a single, global focus. You may have “sub-cry’s” that fall under the main objective…but always aim to create a clear overall statement for success.
Paint a Picture
When crafting a battle cry, use forward-thinking, visual language that paints a picture for what you want to accomplish. Choose your words wisely and use language that fits your personality and common vernacular. If it is a word or phrase you wouldn’t use in everyday language, think twice before declaring it your cry.
Make it Contagious
“An Army of One” might be the slogan for our nation’s forces, but in business and in life we rarely accomplish things on our own. Make your vision for the future known and shared throughout your organization…and reflect that contagious attitude in your battle cry.
Invoke Emotion and Confidence
Like that perfect drive, straight down the fairway, fitting perfectly into your favorite dress or hitting “Send” to submit a well-crafted proposal to a client, a battle cry should make you FEEL. Feel what? That depends on your vision, but you’ll know when you have the right phrase because it will hit you square in the heart, mind and gut.
Need help crafting that cry? We’d love to talk more!