Crafting Your Brand's Mission Statement

Crafting a compelling mission statement is a vital step in defining the purpose and direction of your business. But if you just read that sentence and found yourself thinking, “Wait—what’s a mission statement?” don’t worry. Here’s a quick run-down on the process of creating an impactful mission statement that encapsulates your values, resonates with your audience, and serves as a guiding light for your organization's success.

Defining a “Mission Statement”

A business mission statement is a concise and clear declaration of your organization's purpose. It’s not just about your goals or your overall reason for existence, though it certainly should reflect those. Your mission statement should ideally serve as a guiding statement that communicates your core values and specifies the target audience it aims to serve. Think of your mission statement as an encapsulation of the fundamental principles and aspirations driving your activities and decision-making processes.

An effective mission statement should be memorable, inspiring, and align with your overall vision and long-term goals. It should act as a reference point for employees, customers, and other stakeholders, providing a sense of purpose and guiding their actions and expectations regarding the organization.

While a mission statement defines the purpose and fundamental objectives of your business, it shouldn’t be confused with a vision statement, which outlines the desired future state or long-term aspirations of your organization. The vision statement focuses on the future and the "where" the organization aims to be, whereas the mission statement focuses on the present and the "what" of the business.

Creating Your Mission Statement

Developing a mission statement for your business involves a thoughtful and deliberate process. Although you might know your “why” for establishing your business, does your explanation give your target audience a thorough understanding of what you represent—everything from the values you embrace to the future you hope to build in the long term?

If you’re working to establish a mission statement that reflects your brand, here are 7 steps you should take.

1. First, begin by understanding your business in depth 

By gaining a deep understanding of your business, its values, its purpose, and the products or services it offers, you can determine what sets your business apart from others and what unique value it brings to its customers or stakeholders.

2. Then identify your target audience

Ask yourself who your primary audience or customers are. Consider their needs, aspirations, and how your business aims to serve them. Understanding your target audience will help shape the language and tone of your mission statement.

3. It’s time to brainstorm some key elements of your brand

Conduct brainstorming sessions with your team or stakeholders to generate ideas and gather perspectives. Explore the core values, objectives, and principles that define your business and its purpose. Consider the impact you want to make and the problems you aim to solve.

4. Remember to keep it concise

Craft a mission statement that is clear and easy to understand. Aim for a sentence or a short paragraph that effectively communicates your business's purpose and goals.

5. Make it inspiring

Your mission statement should be inspiring and aspirational. It should motivate both your employees and your customers, conveying a sense of purpose and the positive impact your business aims to create.

6. Once you have an idea of your mission statement, take time to refine it

Share your draft mission statement with key stakeholders and gather feedback. Refine and iterate based on their input and ensure that the statement accurately represents your business's core values and objectives.

7. Finally, communicate and integrate

Once finalized, communicate your mission statement widely within the organization. Ensure that it is integrated into your company's culture, guiding decision-making processes, and serving as a reference point for employees and stakeholders.

Let Your Mission Statement Evolve

Remember that a mission statement is not set in stone and can be revisited and revised as your business grows, maybe even adapting to the market as it needs to. In these cases, you should regularly reevaluate your mission statement’s relevance and make updates as needed.

Several situations may indicate it's time to rewrite your mission statement: For example, if your business undergoes significant strategic shifts, such as entering new markets, diversifying products or services, or adopting a different business model, it may be necessary to revise your mission statement to reflect these changes and ensure alignment with your new direction.

Or maybe your current mission statement simply no longer represents your purpose, goals, or values. That’s okay. Over time, all organizations evolve, and their original mission statement may become outdated or disconnected from their current activities.

A mission statement should inspire and motivate both your employees and your customers. If your current mission statement fails to do so or does not effectively convey the passion and purpose of your business, that’s a strong sign it’s time to reevaluate and create a more compelling statement.

If you’re establishing your brand and need more guidance on crafting a mission statement, our team at ASMM Digital is here to assist you. Give us a call today at 443-679-4916.