Page 142 - Paulisms: Gold Nuggets for Small Business

with statements like ‘We care’, ‘We are the best,’ and, ‘We are a good company’. It must come from within; the way we operate and our performance on a daily basis. Customers and prospects need to feel the energy and feel comfortable with the company’s reputation, not be forced to believe. They have to trust. People just don’t believe it when companies say, ‘We are the best’. The customer thinks ‘yeah right. Let’s fish around and see what their reputation is like.’ For example with reviews online. Or they ring around and get referrals from people they trust. Trust is huge. A mission and vision statement are trying to portray that, but the trust must be developed by the company by its daily actions.
5.5.2 Purpose
Putting mission and vision statements aside, I did have Blair Mainwaring at Ocean Design Group in Wellington carry out a brand and definition for