An important part of the brand development process is writing out an intentional mission statement to guide your business. A lot of people skip this step simply because they don't know what to write, but chances are you already know what your mission is - you just need to put it into words. With this overview of how to craft your mission statement, and the free worksheet download, you can take all those ideas floating around in your head and create an intentional and powerful mission statement that will serve as the guide for your brand.
What is a mission statement?
Your business mission statement is a way for you to define your business goals, values, and message. It serves as a guide for all other business decisions and a way to communicate what you do with your audience. A well-written mission statement includes what you do, why you do it, and the value you bring to your customers or clients. Crafting a mission statement for your business and brand is a great way to bring clarity to your business for yourself and your audience. It allows you to clearly define your business in a short and concise paragraph and communicate with your audience the basis of your brand. A great mission statement will answer these questions:
- What do I do?
- Why do I do it?
- Who do I do it for? Who is my ideal client or customer?
- What value do I give? How do I offer a solution to their problem?
- What message am I trying to send?
- What underlying values do I believe in?
Write your story
If you follow along with me regularly, I probably sound like a broken record with this. But taking the time to do your homework and discover the true identity of your brand makes all the difference and can effect every step of the brand development process. The point of this part of the process is so you can define your story. Before you can write a mission statement, you have to write your story. Figure out what it is about you and your brand that are unique, what you focus on as a business, and what those underlying values are for you.
Define your value
One of the most important parts of a mission statement and brand message is telling people how you can help people. What do you offer that solves their problem or makes their life better? What is the value of your product or service? It's important to make it clear to others what you have that they need. In my case, I offer simple solutions to creating a more intentional life and business. I help others who are busy and overwhelmed like I was to stop running in circles and start living on purpose. I provide support and encouragement in their journey and am more than just a business, but a friend. I want to be sure to communicate that value when talking about my business and brand so it is a large part of my mission statement.
Write, edit, and complete
After you've done your homework, it's time to write your mission statement. Using all the things you've just discovered, write a clear and concise mission statement for your business. You don't have to get it right on the first try. You can edit, scratch out, and re-write as many times as you need to. Just start somewhere. Write something down, step back and read it out loud. How does it sound? If it's not quite right, keep working on it. There is no rule that says you can't ever change your mission statement once it's written.
Already have a mission statement? That's awesome! Take a moment to re-evaluate it and make sure that it is still in line with everything. I did that with my mission and here is the refined version I came up with:
As someone who has battled the world of busy and perfection for way too long, I want to help you be intentional, purposeful, and focus on what matters. With over 6 years of experience as a graphic designer, I specialize in lifestyle + branding design for busy women and business owners who are working to find the balance in their lives. I believe in living on purpose, giving yourself grace, and embracing the messy moments of life, and I want to share that with you. My mission is to give you the tools and encouragement you need to design a life of joy + intention so you can focus on the things that matter.
Do you have a mission statement for your business? What is your mission?
PS: If you liked this, you might also like What does your brand say about your business.