05 — Heartfelt Impact: Articulating a Compassionate Mission
In our previous post in the Launch Library, we delved into the concept of brand vision. To make your vision a reality, you also need a clear brand mission statement. It should outline the specific methods and approaches you will use to make your vision happen. In this post, we will explore the art of crafting a compelling mission statement.
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Mission VS Vision
Your vision statement shares an aspirational look at the long-term impact you want to make. In contrast, your mission statement communicates your approach — the steps you will take to make your vision a reality. You mission and vision should go hand-in-hand with your brand values.
Remember — your mission statement is not set in stone and is free to shift over time as your business grows and evolves.
Why Craft a Mission Statement
Your mission statement expresses the thread that connects your vision and values, and should lead with the purposeful action you will take to solve the needs of your community and societal pains.
Suppose your brand is dedicated to developing cruelty-free cosmetics in support of planet earth and all its inhabitants. This unique approach sets your brand apart in your customers' perspective, especially those who passionately advocate for animal rights. This distinct aspect of your brand can be communicated through your mission statement.
How to Write Your Mission Statement
To craft your mission statement, start by exploring the following prompts:
Think back to when you first started. What prompted your idea and inspired you to grow your brand?
Imagine how you want others to perceive your brand. What do you hope to be known for, and how do you want to make an impact?
Consider your area of greatest impact. Decide where and how you want to have an influence, whether on a personal, local, or international level.
Reflect on a project, product, or client that you particularly loved. Why did you feel so passionately about it, and what elements lit you up the most?
Imagine your brand experience, and how your customers' lives will change after interacting with your business. What does this vision look like?
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Put Your Statement to Paper
Let’s put your statement to paper, using this formula as a guide:
We are on a mission to (solve a specific problem) for (your target audience) through (your unique service or offering).
For example: "We are on a mission to provide accessible and sustainable nutrition solutions for busy professionals through our innovative meal planning app."
Play with different verbiage until you find the best fit. Remember, your brand mission should be changing as your business does, so don’t worry if it doesn’t feel right straight away, and don’t be afraid to update it later.
You can also ask for feedback, but be sure to ask those who fit within your ideal audience. Your brand and mission will not resonate with everyone, and that’s ok! Find a few members of your target audience and ask if your mission statement resonates with them, if it is clear, and if they understand your offer based on your statement.
Putting Your Statement into Action
Words without sustained action won’t draw in your audience. To turn your mission into an authentic part of your business, it should become a part of your:
1. Marketing and Branding
Your mission is the through line driving ALL messaging, creative campaigns, social presence, and client communication.
2. Product/Service Roadmap
New products and services should be directed by your mission. Are they aligned with the impact you want to make?
3. Instagram Bios
Your mission, or a shortened version, can form a part of your social media bios, instantly telling your followers what you aim to do and how you do it.
4. Website Pages
Share your mission statement on your About page to develop visitor’s sense of your brand, purpose, and story.
5. Client-Facing Documents
Give clients a deeper insight into who you are by including a page dedicated to your brand story and mission in your Welcome Packs and Project Proposals.
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By keeping your mission front and center, you can inspire confidence and trust in your audience and empower those who share your values to connect more deeply with your brand.
A mission statement clarifies your brands's unique characteristics, inspiring the confidence to unapologetically share who you are and what you do.
CONTINUE READING
Learn to craft a unique selling point – a message that shares exactly why your brand is what your customer needs right now, an encapsulation of the qualities that make you stand out.
