Writing a mission statement for your business is no easy task. Most of the time, a company’s mission statement is only a short paragraph. But, you might find that it’s one of the most difficult things you’ll ever have to write. How do you sum up your business in just a few sentences?
Creating an impactful mission statement is a top priority for many purpose-driven businesses. You want to articulate your company’s purpose concisely, while also telling your customers who you are and what you value most.
This article breaks down how to write a company mission statement that empowers your brand and draws in your dream customers.
Why You Shouldn’t Overlook Your Mission Statement
It’s common for business owners to question the importance of a mission statement. There aren’t hard and fast metrics that measure its immediate impact, so it’s easy to overlook a mission statement’s effect on performance goals or company growth.
The primary benefit of a powerful mission statement is its ability to create a consistent and dependable brand for your business. If written with intention, it can captivate potential customers and earn their longtime loyalty.
According to data from Invesp, 59% of shoppers prefer to buy new products from the brands they trust. When customers and employees resonate with your mission and overall brand, it leads to a strong connection with your business, resulting in higher engagement and confidence in your product or service over time.
3 Essential Elements of a Solid Mission Statement
Let’s explore the nuts and bolts of a powerful mission statement. To start, answer the following questions:
- What is your purpose? In other words, why does your business exist? Work in the primary goods or services your company delivers and how it serves as a solution to the needs of a potential customer or client.
- What makes you different? What separates you from your competitors? Even in the most niche industries, standing out is a must. State why you are the best alternative. Reasons may include affordability, sustainability, quality materials, years of experience or service–the list goes on.
- What value are you providing? This can be the value you offer to customers, the industry, or the world at large. What do you want people to experience when they use your products or services? The point of this question is to identify the emotional and social impact you want to create.
If you’ve been writing down your answers, highlight some words or concepts that you want at the heart of your mission statement. This will help you pare down your ideas to the fundamental principles you wish to convey.
Here’s a great example from My Blanket Shop, a small business specializing in custom and personalized blankets:
“To offer a design and customization experience that is simple, straightforward and user-friendly, and inspires our customers to feel innovative and creative”
Their mission incorporates the company’s service (design and customization), sets them apart from competitors (straightforward and user-friendly), and provokes emotional impact (inspires innovation and creativity).
How to Write a Company Mission Statement [+ Template]
Now it’s your turn! Note these best practices on how to write a mission statement for your business:
- Keep it concise.
- Position your company as a solution to a problem.
- Convey emotional impact.
- Keep your ideal customer in mind.
- Take input from team members.
- Update your mission as your company evolves.
1. Keep it Concise
Limit your mission statement to a few sentences, three at the absolute maximum. It should be straightforward enough for customers to understand and short enough for your company’s leadership to know by heart.
Here’s an example of a well-rounded mission statement from Thompson Tee:
Our mission is to provide a safe, affordable and convenient solution for excessive underarm sweat with the best products backed by the best service! We're opening the dialogue around hyperhidrosis and reducing the stigma of underarm sweat.
We empower and inspire confidence.
We’ll continue to break it down piece by piece in the next few sections.
2. Position Your Company as a Solution to a Problem
There is no need to explicitly state the problem you’re solving in your mission. Speak to the pain point you’re addressing by including solution-driven phrases or words. For example, if you’re a B2B company specializing in team management software, you might use terms like “seamless team experience” or “simplifying communication in the modern world.”
In the Thompson Tee example, they accomplish this by calling their product a “safe, affordable and convenient solution” to underarm sweat.
3. Convey Emotional Impact
A powerful mission statement makes people feel a certain way. The emotion you want them to experience is up to you. Depending on your audience and brand personality, you might want them to feel inspired, hopeful or even challenged.
Let’s examine that sample mission statement again. After introducing the problem and how they can provide a solution, the second sentence immediately dives into “opening the dialogue around hyperhidrosis and reducing the stigma of underarm sweat.”
This sentence resonates with the sense of shame frequently attached to excessive sweating and indicates the support customers can find from the Thompson Tee community.
Keep Your Ideal Customer in Mind
The best marketing is the kind that’s customized to a particular customer. If you don’t know who you’re marketing to, it will be challenging to develop an impactful mission statement. Creating buyer personas is a great way to flesh this out. Put yourself in the shoes of your ideal customer–how would they respond to your mission?
Take Input from Team Members
Your mission and brand not only attracts a certain kind of customer, but also a certain kind of employee and leadership. Hiring prospects often research your business beforehand, and one of the first places they look is your mission and vision. Brainstorm the type of talent you want to bring in with your team and let that inform how you shape your statement.
Update your Mission Statement as Your Company Evolves
Down the line, you may expand your offerings or decide to go in a different direction with your business or brand. As you evolve, your mission statement will transform with you. Revisit the questions posed above and rewrite accordingly.
Closing Thoughts
Your mission statement gives your business a soul and personality that highlights your purpose, speaks to your ideal customers and attracts loyal talent. It is the hallmark of your brand. When crafted with intention, your mission propels your business goals, steers your company culture, and positions you as a trustworthy leader in your industry.
Connect with our branding experts at Human to create a meaningful mission statement for your business!
