Your brand mission statement is designed to make a lasting impression on your customers so that they choose you over your competitors. It shows the core values of your company and the kind of business you operate. If you’re starting out in business, a brand mission statement is a must-have feature of your setup. Here’s what you need to know.
What Is A Brand Mission Statement?
A brand mission statement is an explanation of your brand’s purpose, goals, and how it plans to serve its audience. It shows:
- What your business does
- Why it exists
- What makes it different, and
- The kind of impact you want it to have
It essentially acts as a guideline for the brand that allows customers and employees to differentiate your business from your competitors. And as your business grows and evolves, it’s natural that your mission statement will also evolve, so you can change it as often as you like.
Why Is A Mission Statement Important?
Your mission statement is designed to tell employees what to do and attracts customers by showing them where the company is going and what it wants to achieve. It:
- Helps to build a company’s brand, sets it apart from other companies, and brings people who support or work for the company together.
- Attracts better people to work for the company. Potential employees may look at a company’s mission statement before deciding if they want to work there.
- Creates culture by including values and beliefs that employees can then base their work ethics on to build a better company culture and work environment.
- Gives employees a reason to do their work and makes them more interested in it if they know they are working towards a goal long-term.
- Connects companies and their employees to people in the community, building a solid reputation among customers, clients, and business partners.
- Helps people talk to each other within the business and can bring back together a team that has been pulled in too many directions.
How To Create A Mission Statement That Matters
If you have to create a mission statement that has a positive impact on consumers, you need to adhere to the following:
- Keep it short and simple
- Get straight to the point
- Make it easy to remember
- Include long-term goals
- Don’t limit yourself to a specific place or product
- Define your target audience
- Don’t undervalue, or overvalue your business
- Focus on what your business offers that competitors do not
Finally, ask your employees what they think of the mission statement before you finalise it. Do they agree that your business adheres to the “mission” you have mentioned? Would they change anything?
Here are a few of our favourite examples:
- Tesla: To accelerate the world’s transition to sustainable energy.
- IKEA: To create a better everyday life for many people.
Essentially, your mission statement can be as little as a few words, to a few sentences, as long as it gets attention. It should be as clear as possible so there is no way to misunderstand what you say. Finally, make sure it’s positive, persuasive and achievable, and update it as often as you need so it reflects the growth of your business.