How To Define Your Mission Statement + Why You Need To

Crafting your mission statement is a crucial part of the brand development process. It’s a memorable greeting, a warm and friendly handshake, your brand’s “hello world”. Mission statements aren’t just for large companies; small businesses, solopreneurs, bloggers, and even personal brands can most definitely benefit from defining and creating a concise brand mission statement.

Most business owners skip over this step as they feel it isn’t important, or that they “don’t know” what to write. The truth is, every business owner knows their mission, they just need to put it in words! By the end of this blog post you will be able to create an intentional and genuine mission statement without the overwhelm that will serve as the guide for your brand!

How To Define Your Mission Statement + Why You Need To

What is a mission statement?

A mission statement is a short statement of an organization’s purpose, identifying it’s goal of it’s operation: what kind of product or service it provides, it’s primary customer or market, and their why. This shouldn’t be confused with a vision statement, which is a declaration of a businesses objectives and is intended to guide it’s internal decision making.

According to Entrepreneur, a mission statement is, “A sentence describing a company’s function, markets and competitive advantages; a short written statement of your business goals and philosophies.” Sounds pretty easy right? Well, it is! As business owners we tend to overthink little things like this, but it doesn’t need to be difficult:

Let’s take a look at an example of a mission statement from one of our favorite companies:

“To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time.”

Chances are you already know exactly which company said this. If you guessed Starbucks, you are right! It is so simple and clear, yet powerful enough you knew whose it was before you were told!

Why is it important for my business?

Crafting a concise mission statement is a great opportunity to speak directly to your ideal audience. A clear + strong mission statement should define the exact person you are wanting to help, how, and why. Potential clients/customers should be able to read your mission statement and identify whether or not you would be a good fit for them.

Having a mission statement means you always have something guiding you. Every obstacle, every messy decision, any time your approached, or if you’re feeling lost, you can turn to your mission statement for guidance. It’s also extremely valuable to have for other people involved with your business (contractors, assistants, employees, etc.) Having a clear mission will keep each person involved in your business on track and on brand!

How do I define my mission statement?

While crafting your mission statement, keep these questions in mind:

  1. What do I do? (think of your product/service and what it accomplishes)

  2. Who do I do it (or want to do it) for?

  3. How does it change my customer’s life?

  4. What makes my business/product/service unique?

  5. What underlying values do I believe in?

Answer these questions thoroughly, define your value, and write your story. Once you’ve written your heart out, it’s time to craft your mission statement. Using all the answers and things you’ve just uncovered, write a clear and concise mission statement for your business.

Read them out loud. Does it sound like you? Does it speak to who you are trying to reach? Does it capture what your business is about? You can scratch out, add to, and re-write this statement over and over until you feel it is perfect.

Do you have a mission statement? If so, what is it?


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