What is a core ideology? And, why does it matter? By Michelle Loretta, Sage Wedding Pros


A core ideology is a set of values that is used to define the soul of your business. You can call this a missionstatement, a manifesto, or your business principles. They all achieve the same thing: to give your business a solid purpose for existence.


You hum along in your business with the 1 million thing you need to accomplish every day. Why do you need to define the core ideology for your busi- ness?


Here’s why: Strengthens Your Branding


Unfortunately so many people building branding identity around favorite colors and styles. But, the first step ought to be to define the company’s values. What is it that you want to be known for? What is it that you want to achieve? What qualities and characteristics are behind the way you do business? A strong designer will find ways to visually communicate your values to your customer and to your industry. This sets the tone for what your business is all about.


Creates Your Culture


A core ideology is something you should keep close to you. You should eat, breathe, and dream it. This is how a company culture is “made”. I say “made” in quotes be- cause culture isn’t created. Your business needs to live its values. You need to walk the walk and talk the talk.


Unifies Employees


Remember working for that guy in high school? Yeah - the random little job you had where you had no idea what you were doing. Chances are that unless you worked at Starbucks or Nordstrom (both with a very strong company code) you had very


WedBiz Journal NAWP Connect 2011


little idea as to what the owner really wanted of his employees. Employees need a higher purpose in their jobs. They need to know they are a part of something. Involve them in your core ideology. Share your dreams with them. They may just buy into them too. And you may see them living your company culture also.


Helps in Making Tough Decisions


Ever face a dilemma in your business and you weren’t quite sure what direction to go in? A great opportunity with a potential risk? A partnership with a company that you weren’t sure was a good fit? Coming back to your core ideology will remind you of who you are and what your business is all about. You should use your ideology as a touchstone in all your decision making.


A core ideology, or mission statement, isn’t about corporate mumbo-jumbo. It’s putting down the bones of your business into words.


Michelle Loretta is a consultant for wedding and event professionals and writes daily for the Sage Wedding Pros’ business blog. She blended her past as an accounting nerd, sales vixen, and stationery entrepreneur at NAWP in September when she presented “How to Write a Mission Statement.”


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