Mission Statements: 3 Reasons to Pen Yours Today

by Michelle Salater on January 28, 2013

Quick—tell me who your company is and your value proposition in 15 seconds.

Can you do it?

If you’re struggling to put a cohesive response together, it may be that your company mission statement needs a little work. After all, if you can’t put into words what your company’s purpose is, how will your customers know your business is right for them?

Typically, mission statements are created during the planning stages of a company when a business plan is being developed. Yet, many small business owners gloss over this strategic step. It doesn’t matter how small or large you company is, or what services or products it provides, a mission statement is more than just good marketing—it’s a necessary ingredient for success.

Here’s why:

A mission statement gives your business direction.
Your mission statement is, in essence, the backbone of your company. It gives your company a goal to constantly strive toward. Every activity, every contract, every customer is part of this larger vision. Without a mission statement to guide your daily affairs, how do you know whether or not what you’re doing is serving your overall purpose?

Right out of the gate, you are not going to be able to achieve every last one of your goals. However, if you create a mission statement that provides direction, you will have an end in sight. You will know where your company is headed and anyone who joins you as an employee or customer will also know what is in store. You and your employees can always refer back to the original framework your mission statement provides when looking for guidance.

A mission statement clearly expresses your company’s values.
Just as you want to establish your direction as a business, it’s equally important to establish it for the public. Consumers, industry partners, and media professionals should all be able to read your mission statement and understand your direction as a company and why you’ve chosen that focus. Your mission statement should communicate why your goals were established and why they are important to your company’s overall priorities, culture, and values.

Your mission statement not only positions your brand, but it will also help clients decide if your company is the right fit for their needs and values. It may well be the reason they decide to take up business with your company over your competition.

A mission statement builds your brand’s reputation.
Just as clients will come to know you and differentiate your company by your mission statement, so will others in your industry. And a mission statement is one of the easiest ways to brand your business, help consumers identify with your business, and communicate what your company offers. Having a short and concise interpretation of your company is a fundamental way to articulate your brand message. When you use your mission statement to guide your company decisions and marketing, you will always have the framework to help you consistently communicate your brand message.

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