Building Blocks for Your Museum’s Brand Messaging
Let’s define some of the major building blocks in your brand messaging.
These are the essential elements that make up the words of your brand.
Mission:
The mission of a museum is a clear and concise statement that defines the purpose and primary objectives of the institution. It outlines what the museum aims to achieve and serves as a guide for its activities and decision-making processes. The mission should reflect the museum's commitment to education, preservation, research, and public engagement.
Vision:
The vision of a museum describes its aspirations and long-term goals. It is a forward-looking statement that articulates the desired future state of the museum and how it plans to impact its community and the broader world. The vision should inspire and motivate staff, stakeholders, and visitors by presenting an ambitious yet attainable future.
Values:
Values are the fundamental principles and beliefs that guide the behavior and decision-making of a museum. They define the ethical standards and cultural norms that the museum upholds. Common values may include inclusivity, integrity, excellence, sustainability, and innovation. These values shape the museum's culture and influence how it interacts with visitors, partners, and the community.
Brand Story:
The origin story of a museum is a narrative that recounts its founding and historical development. It includes key milestones, significant achievements, and the motivations of the founders. The origin story provides context and background, helping to create a sense of identity and continuity for the museum. It can also highlight the challenges overcome and the evolution of the museum's mission and vision over time.
Key Messages:
Key messages are the core points that a museum consistently communicates to its audience. These messages convey the museum's unique value proposition, key differentiators, and important aspects of its mission, vision, and values. Key messages should be clear, memorable, and aligned with the museum's brand. They are used in marketing materials, public relations, and internal communications to ensure a unified and coherent voice.
