A meaningful and effective mission statement helps both employees and customers understand a business better, differentiates the company from its competitors, and explains the purpose of a brand in a few short sentences. It’s a crucial piece of any company, large or small. If you don’t have a mission statement yet or feel like yours doesn’t quite pack a punch, we’re here to help.
What Is A Mission Statement?
A mission statement explains your business and the reason it exists. Not only does it detail the basics of your business like the products and/or services you offer, but it also lets employees & customers know why you do what you do. Think about it as the thing that lets your audience know how you benefit them in your own unique way.
What’s The Difference Between A Mission Statement & A Vision Statement?
Vision statements focus on the long term success of your business, aka, where you want to go and what type of business you want to become—think of them as your 5-year or 10-year plans. A vision statement gives your business direction and explores your goals, hopes, dreams, and future.
Your mission statement, on the other hand, focuses on the present. It details the core of your business as it is today, aka, your current company culture. When crafting a mission statement, ask yourself questions like:
- Who is my audience?
- What do I do for my audience?
- How do I serve my audience effectively?
How To Craft An Inspiring Mission Statement
Your mission statement should consist of two parts:
- Why your business exists
- What makes your business different from your competitors
You want to explain the value your business brings to both employees and customers and why people should buy from you over the other guy. You’re passionate about your business, so chances are, you’ll have a lot to say, but when it comes to mission statements, you want to keep it short and sweet. Not only does this give potential customers and employees a clear picture of your business, but it also packs a punch and keeps your mission statement hyper-specific.
After you’ve crafted your mission statement, share it with your employees. Ask them if they feel like it reflects their view of the company and if they would improve or change anything about it. It’s always a good idea to include those on the ground who are working with your audience daily.
Don’t be afraid to change your mission statement from time to time. Each new season brings changes to the way we do business, and unpredictable events happen all the time that force us to pivot our priorities and strategies. Just make sure your mission statement always reflects your company accurately.
Want help determining your company’s mission? I’ve got you.