How to write an effective and inspiring mission statement

What is a mission statement?

In the simplest of terms your mission statement is just a sentence or two about the core purpose of your business and why it exists. For many companies an important element of existing is to make profit but this is not what we are talking about here.

By having a clear and inspiring mission statement that feeds into your overall brand, it helps customers and employees understand who you are and get behind your company. This is only going to help them come back time and time again for your products and services.

That said, unless it is well thought through, true to your brand and clearly defines your business then don’t bother, a meaningless statement for the sake of it can do more harm than good.

Why have a mission statement?

  • It is the fundamentals of why your company exists so can be used as a foundation for all business decision making. If you have agreed in your mission statement that your company will be sustainable, then you need to adhere to that in all things you do.

  • Can be used in your marketing messaging, as customers want to relate to the brands they purchase from and have similar values. In recent years consumers have become far more conscientious about who they buy from with high expectations of the brands they regularly use.

  • Helps shape the company culture. Gives employees a sense of who they are working for and something to stand behind.

How to write a mission statement

Step 1 - To write an effective mission statement you first need to know the answer to these questions:

  • What does your company do?

  • The product or service that you offer

  • Who does your company help?

  • Your target audience for your product or service

  • Why does your company do it?

  • The purpose that you exist and how you make a difference in the world

Step 2 – fill out the following template to give you a place to start (Company name)’s mission is to (core purpose) by (how you achieve your core purpose)

Step 3 - The next step is to craft your mission statement, as I suspect it is currently not very inspiring. This is where working with a copywriter or brand consultant can come in handy, taking advantage of their experience in crafting inspiring and effective prose.To craft your mission statement, look for any themes or ideas that have emerged and pull together meaningful words, phrases and sentences that capture your core purpose as a business.

A good idea at this stage is to seek input from others whether its your employees or family and friends, as you want to ensure your mission resonates well with others. Consider all the language used taking each word at a time and ask yourself, is that the most compelling way to say what you are trying to say.

Complete a draft and share for feedback. Update with any changes and reiterate the feedback cycle as many times as necessary, and voila, you have a well-crafted, meaningful mission statement.

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