The Journal

At the onset of Heliconia, its founder, Ken Whiting, connected himself, his projects and his business to the goal of teaching whitewater kayaking.  His connection to the industry and his audience was, from the onset, one of encouragement.  His videos, books and classes created an immediate and long lasting emotional connection that morphed into a reputation and, finally a mission, a mission to guide people to a lifetime of adventure.  

Subsequent success throughout the building of Heliconia’s brand has always been due to that mission and the way it has brought our partners, our consumers, together with us in our projects. The mission is that important emotional connection that brands strive for in creating awareness, engaging with audiences, and eventually creating a loyal bond that leads to sales.

Goals are COLD

It’s easy to confuse ‘goals’ with ‘mission’.  Goals can be cold.  “Financial stability”, “increasing sales” are as cold to the consumer as you can get and, if apparent, will scare your audience from that Buy Now button and leave you with little connection.  We see goals of brands immediately when you see a “SALE” post on social media, when you see feature sets that simply name drop vs connect, self congratulatory product reviews and taglines that talk only to the product features.  

Many brands tend to have come to fruition by way of product development.  One can’t say that it’s a pitfall as it's the nature of how products come about.  But what many brands forget, is that before the product came the perceived need.  Recognizing “need” is your first step towards developing a mission vs a goal and an opportunity for you to connect to the consumer your product is helping. 

It is all too tempting to keep rolling past the creation of a mission and get a product out there.  Many companies are too busy developing that first product release to step back and remember the roots and the infamous “why we built it” question that will inevitably connect the product and brand to the consumer.  I get it, it's the driving stage of being an entrepreneur, super fun and distracting but often comes at the price of a good mission and connection to the consumer you spent so much time building for.

Developing a Mission

First off, rule number one:  Both brands AND products can be, and should be, mission centric!  Your company should be branding with that key emotional connection with the market and your products should follow suit. The winning formula is when a consumer sees you as a brand that’s there to support their lifestyle with products.

One way to start on the right foot is to build an exploration of potential missions into the SWOT process. When doing your first market analysis and deep dive into determining what the market is missing, it is key to recognize how your product and brand connects as a solution and connection to your brand when consumers see you building on their behalf. In researching what’s missing in the market, what your differentiators can be and where the opportunities lie, you can also run an exercise to establish a mission.  It’s a perfect time to recognize what your brand’s mission can be in fulfilling consumer needs and, more importantly, why you chose that path for your company and brand.

Lock in that mission!

Believe in Your Mission

Your mission, if adopted properly, should flow through the veins of your company from its founders, to employees and out to the fingers and toes of marketing. Your mission should be part of the DNA of why your brand was founded, who works for you, and why you produce the products you do. This will go a long way to ensuring that no matter how your market is exposed to you, they see the mission at any level.  

Believe in your mission, surround yourself with those that support it and build products that deliver on it.  The consumer will connect to it!

It’s always healthy to regularly step back and look at how your company and products are publicly perceived by audiences you market to.  I encourage you to do that with a “mission vs goals” looking glass on a regular basis.

Market the Mission

Once the mission is established, market to it.  Every tagline, every clever subtitle, product names and blog post should exude the mission.  No need to include direct mention of the mission everywhere, but the spirit of the mission should be supported.  Think about why a consumer is connected to your brand or product and engage with them around that shared emotion.

Examples of Successful Mission-Based Brands:

Mystery Ranch: Mystery Ranch has effectively integrated its mission of supporting adventurers into its brand identity. Their durable backpacks and gear are tailored to withstand rigorous outdoor challenges, resonating with individuals pursuing demanding expeditions. Through their marketing efforts, they portray narratives of resilience and accomplishment, reinforcing their mission. For instance, their blog content highlights stories of perseverance, social media showcases determination, and advertising depicts conquering daunting terrains. Their recent launch of the Bridger series further solidifies their commitment to empowering outdoor enthusiasts.

Yeti: Yeti, renowned for its high-quality outdoor products, has successfully established a mission-centric approach in its branding strategy. By aligning with the aspirations of outdoor enthusiasts, Yeti has built a loyal customer base over the years. Similar to Mystery Ranch, Yeti's marketing campaigns focus on embodying the spirit of adventure and endurance. Through compelling storytelling and imagery, they emphasize the reliability of their products in extreme conditions, resonating with their target audience. Yeti's consistent dedication to its mission has propelled its success in the outdoor industry.

Patagonia: Patagonia is another exemplary brand that has seamlessly integrated its mission into its brand ethos. With a focus on environmental sustainability and activism, Patagonia has cultivated a loyal following among outdoor enthusiasts who prioritize ethical consumption. Their commitment to social and environmental responsibility is reflected in their product designs, marketing campaigns, and corporate initiatives. Patagonia's mission-driven approach not only attracts customers but also fosters a sense of community among like-minded individuals striving for positive change.

By following the footsteps of these mission-based brands, companies can establish meaningful connections with their audience, drive brand loyalty, and ultimately achieve long-term success in the outdoor industry.