Mission

A mission statement explains what a brand is doing to fulfill its purpose, and helps set audience expectations by clearly stating what to expect and the brand’s impact. This statement may shift over time as the company grows and redefines its goals.

This statement acts as a strategic guide, that ensures every decision, from product development to marketing, aligns with the brand’s core purpose. It provides clear guidelines for consistent actions across all channels helping to reinforce the brand's identity. A mission statement guides how company values are expressed, and influences how employees work and the brand’s public perception.

While the mission should be short, clear, and reflective of the brand's long-term vision, it doesn't have to be set in stone. Brands should remain flexible, and adapt their mission statement to reflect new goals and market realities. Your brand should be able to fully embody its mission statement both internally and in the public eye, including its hiring process, internal communication practices, and marketing. To build stronger connections with its audience and set the foundation for long-term success.

REFLECT ON THE PURPOSE AND MISSION

What is your company’s core purpose beyond making a profit? Define why your brand exists. Think about the positive impact you want to have on your customers and industry.

IDENTIFY TARGET AUDIENCE

Who are your customers, and what matters to them? Wright out the needs, desires, and values of your target audience. This will help you align your brand’s values with theirs.

EXAMINE YOUR BUSINESS CULTURE

What environment do you want to create for your employees and partners? Define core values that foster collaboration, innovation, or whatever is important to your company culture.

ANALYZE COMPETITORS

What values do your competitors stand for, and how can you differentiate? Look for gaps in their brand values that you can fill or emphasize aspects they may have overlooked.

CLARIFY PERSONAL VALUES (Founder/Leadership)

What values do you, as the founder or leader, hold strongly? Define what personal values that align with your brand and resonate with your audience, ensuring authenticity.

BRAINSTORM CORE BELIEFS

What beliefs guide your brand’s decisions and actions? Write a list of 5 to 10 core beliefs that will serve as the foundation of your brand values.

five tips for writing a clear and effective mission statement

Keep it concise: Stick to one or two sentences focused on your business's purpose without being overly detailed or complex.
Define your purpose: Identify the problem you're solving or what need you're fulfilling in your industry or community.
Highlight your value: Define the key value or benefit you provide your customers, and what makes your business unique or different from competitors.
Consider your audience: Write with your target audience in mind. Whether it’s customers, employees, or partners, make sure your statement resonates with the people most important to your business.
Focus on long-term goals: Reflect on your business’s vision and long-term objectives. Your mission statement should outline your overarching goals and the positive impact you aim to achieve.

Aligning actions with purpose

Crafting a Mission Statement that evolves and inspires

Mission

five tips for writing a clear and effective mission statement

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