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What is a mission statement, and why is it essential to your brand? Most importantly, how do you create one that truly resonates with your clients? Here’s how!
Perhaps you want to support a particular cause, express your brand differently than others or you want to be a part of a movement. Whatever insights or values you have for building your brand, it's something that you should share with your target audience.
Knowing the whys of your entrepreneurial journey will motivate you to achieve your goals. Also, letting people know why you do what you do attracts kindred spirits – individuals who relate to your brand and are willing to be a part of your community.
These are the reasons why writing your mission statement is a crucial part of building a successful brand. You want to let people know what your business is all about and what they can expect had they chose you over the competition.
A mission statement outlines the purpose of your business, the reason why you are building your brand in the first place. It defines the philosophy and vision of your brand and answers the why of your purpose. It’s the heart and soul of your business.
Answering the why of your purpose seems easy, but for most people, it’s hard, to sum up, what their business is all about in a couple of paragraphs. No worries, we’ve got your back. If you want to write an engaging mission statement, one that resonates well with your readers, try these steps:
While it's hard to condense what your business is all about into a couple of sentences, thinking about your core values should simplify this process. Find answers to these simple questions:
If you are a fashion designer who wants to sell her services online, you can start with something like: “Hi, I’m Dion! I'm a fashion designer and stylist who's been in the business for the past 8 years. My goal is to help you look your best and bring out your unique sense of style through my clothing brand.”
All these questions answered the simple introduction. You've introduced yourself, your job, and your expertise. You defined the value you are offering, which are the clothes you designed. You’ve also answered the question to whom you are doing this business for – people who want clothes that highlight their unique fashion sense.
Now that you have an idea of what kind you offer to the table and who to show it to, you can start doing your research. There’s no need to look too far, just check out your main competitors to get an idea of how to structure your own mission statement. Do not copy anything, just look for ideas.
You can also check out other mission statement examples online. Look at big chain stores, how they crafted their own mission statements, and consider all these ideas to your own mission statement.
It’s equally important to conduct your own market research. Check the demographics of your target audience – age, gender, income bracket, etc. so that you can structure your mission statement properly. It will be hard to connect to tweens if your content is too formal, for example. Think about your ideal client and experiment with different ways to approach your ideal client to compel him or her to take the desired action.
At this point, you can hire someone to do the writing for you or you can do this on your own. Start writing using the information you've collected during your research. It's okay if you can't get it right the first time, no need to get the perfect words out. Just let your thoughts flow and write what feels right for your brand.
The thing is, there is no required format or formula when creating a mission statement. As long as your mission statement answers all the right questions, you are halfway there.
Once you’re done drafting your mission statement, check and recheck it for grammatical errors, typos, and syntax. Be sure that the mission statement is concise. Keep it simple, keep it straightforward. Proofread until you are satisfied with what you have written. You can also ask a friend or a loved one to read your statement and ask for feedback. When it reads right, post the final draft on your website.
As you can see, writing a mission statement is easier than you think. As long as you have all the information you need, you can start creating the first draft. And from there, it’s just a matter of polishing the draft until you’re ready to share it with your viewers!
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