When a potential client lands on your website, they might not know who you are, who you serve, or even what you do. Basically, they are getting to know you from scratch – and that’s totally okay. Not everyone who comes across you is going to know what your life’s purpose is or your favorite cupcake flavor (rainbow chip for daysssss, by the way).

When your audience lands on your website, it should be obvious what your company values are and why you are in the business you are in. To help you nail this and keep your company messaging and communication on point it really helps to have a well-crafted mission statement.

In this post, I’ll walk you through what a mission statement is, why you need one, and how to craft your mission statement like a pro. Oh, and I’ll throw in exactly how to write it, too.

What is a mission statement?

A mission statement identifies the fundamental purpose of your business or what your brand hopes to accomplish in a simple and concise way. Your statement should give value and inspire both your customers and your employers (if you have them) to achieve company goals and know what purpose they are accomplishing by working with and for you. 

Why do I need a mission statement?

A mission statement is one of the building blocks of your brand. It helps focus your vision into a specific framework that you and your team can work from as you build out your business. When you have a strong, well-crafted mission statement, there will be little confusion about your purpose as your business grows.

Developing your mission statement is an opportunity for you to define your brand’s culture, ethics, and goals. When things get chaotic and overwhelming (and they will!), a mission statement is there for those days when you need to take a step back and remember why you started your business. That is the importance of your mission statement – to direct the development and the running of your business, especially when the going gets tough.

How to craft your mission statement

If you want to craft an effective mission statement (and overall brand) that resonates with your ideal client or customer, then I highly recommend you include these important elements.

Keep it short and sweet

Don’t drag your statement on. It only needs to be a few sentences maximum. Long paragraphs aren’t memorable. Short, snappy words are. 

This is definitely on the short side, but a good example of this is the TED mission statement. 

“Spread ideas.”

Two words are all it took for TED to tell the world what they hope to accomplish with their brand.

This is so much more memorable than a long paragraph filled with generic buzzwords, right?

Think long-term

A mission statement is an investment in your business’ future. Don’t be afraid to have your statement reflect your future goals – even if you haven’t met them 100%. Stay open to the future in your mission statement so you can grow with your brand and achieve your future business goals.

Distinguish yourself

Does your mission statement distinguish your business from the competition? Or better yet, could your competitors use this exact same statement for their business? If they can, you need to differentiate yourself from the crowd. What sets you apart from your competitors? Include this in your mission statement.

Don’t limit yourself

Even if your business started out serving one town or city, don’t limit yourself within your mission statement. You might find that your business model is changing, and you are able to reach and serve a wider audience than that original town or city. Ensure your mission statement doesn’t limit your vision for your business, whether that’s a location, a service, or a product. Companies change, so allow yourself to change with it without going through a significant revamp each time. 

Embrace change

Bouncing off of the previous tip, if you do find your mission statement a little limiting – don’t be afraid to change it! If your mission statement no longer aligns with your future business goals, adjust it. Or as Ross Gellar likes to say, “PIVOT!” Your mission statement always needs to reflect your company. If it doesn’t – never hesitate to rewrite it when necessary.

Writing your mission statement

Your mission statement will uniquely reflect your own brand and company, but here are some pointers that helped me write my own – and might just help you write yours. 

Think of your market-defining story

This won’t actually be in your mission statement (remember, short and sweet) but thinking through your market-defining story helps guide you through the writing process. 

When a potential customer is making the decision to buy what you sell they might think: why do they want your offer, how did they find you, and what do they get if they buy from you? Having these questions (and their answers) in your head while you write your mission statement will help you define how you help your customers and how your business is different from others. 

Tell them what you do for your customers

Start your mission statement off with the value you provide and the good you do as a business. This will help your target audience understand what makes your business special and let them know exactly how you can help them.

Tell them what you do for your employees/owners

If you have a team, don’t forget to mention them. Because company culture matters. Don’t just say that your business values fairness, respect, diversity, and encourages creativity. Specify how you make these values a reality in your company. 

If you are solopreneur, adjust this section to include a broader sense of your company’s mission – including the mission of your ownership of the company. Basically, tell them why you do what you do or why you started your business. Knowing the why helps a team really get behind their leader and connect with their mission.

Edit, Cut, Polish, Review

You aren’t finished yet! Everything you’ve written down from above needs to be edited and reviewed. Cut down on the inevitable wordiness. Don’t worry – we all get a little wordy since we want to include everything! Take anything out that doesn’t specifically apply to your business.

Great mission statements define a purpose, serve several functions, and live on forever. So please edit it! 

If you need any clarification on creating a mission statement, don’t hesitate to contact me! I’d love to help you on your business journey.