Developing your brand’s mission statement

DATE:December 22, 2017

Your brand’s mission statement is a concise way to put your company’s purpose into words. This mission guides you in everyday business to reach your company’s vision. Well-worded mission statements create a clear understanding of your company’s direction for both the employees and customers. If you already have a mission statement, it is time to check in and see if it needs to be updated. If you don’t have one, 2018 is your year to create one.

Here are the steps to take in order to develop your mission statement for 2018.

Step one: Craft your vision statement

Your vision statement explains where you visualize your company in the future, it is long-term and explains your core reasons of being a business. The vision statement is for your company to personally reflect on- not necessarily for your customers or clients. Vision statements help with business plans as you have an end goal you want to reach for.

Step two: Create a list of values

Thinking hard about your company’s “why” will lead you to creating a list of values. These values should be shown through every action your company takes. Your values could simply be in the form of a list or described in a paragraph form. But these values will play a significant role in all business decisions and plans.

Step three: Answer questions

The last step before actually creating your mission statement is answering these four questions:

  1. What do we do?
  2. How do we do it?
  3. Whom do we do it for?
  4. What value are we bringing?

By answering these questions first, you can then summarize them to create your mission statement.

Step 4: Review

Your mission statement should reflect your brand’s image. There are many different types of mission statements but developing one that resonates with your company will make all the difference. Your mission statement should explain how you will achieve your vision statement and should also relate to your values. Reviewing your mission statement to make sure it is clear and concise will help your customers and clients understand the meaning behind your business.

Read about how your mission statement can impact your brand identity here.

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