Brand Materials Vol 1. Writing a Brand Mission Statement
Our Brand Materials collection offers an exposé on the varied parts and pieces that weave together, crafting an essence and sense of coherence throughout your work.
This seven-part series explores:
1. Writing a Brand Mission Statement
2. Forming a Brand Vision Statement
3. Building a Brand Based on Values
4. Crafting a Brand Story
5. Identifying Your Ideal Audience
6. Composing Authentic Brand Copy
7. Assembling a Holistic Brand Design
In Vol 1. Writing a Brand Mission Statement, we’ll share the importance of writing a brand mission statement and how to put yours to paper and reveal the honest essence of your business.
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What is a brand mission statement?
Mission ( noun ): the vocation or calling of an organization; A pre-established objective or purpose.
So, what is a brand mission statement?
Every brand needs a clear and authentic mission that truly captures the passion and purpose behind why you do what you do. A mission statement allows you to clearly define and communicate your mission to your audience, capturing the "why" behind what you do—the driving force that propels you forward, and the elements that leave you feeling fulfilled.
In sharing your mission, you can build trust and intimacy with your audience, putting your brand's essence front and center and inviting those who share your values to find genuine connection with you—whether it’s your customer, employee, or social media manager.
Your mission statement is not set in stone and is free to shift over time as your business grows and evolves.
Why should you craft a mission statement?
Your mission statement defines your core values and expresses the essential thread that connects all you do, inviting people who share those values to build a genuine sense of connection with your brand.
For example, a person invested in animal welfare and the environment is more likely to support a brand creating cruelty-free beauty products whose goal is to support the planet and all who inhabit it — an aspect of the brand that can be expressed through its mission statement.
How to write your brand mission statement:
To craft your mission statement, begin by considering 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 be changed after interacting with your business. What does this vision look like?
Use your answers to these prompts to inform your mission statement.
The mission statement formula:
Now, let’s delve into the practical aspect of creating your mission statement. Use the following formula as a guide:
Formula:
"We are on a mission to (solve a specific problem) for (your target audience) through (your unique service or offering)."
Example:
Let's break it down using a fictional brand:
"We are on a mission to provide accessible and sustainable nutrition solutions for busy professionals through our innovative meal planning app."
Play with a few variations and different verbiage, until you find the best fit. Remember, your brand mission should be constantly evolving as your business does, so don’t worry if it doesn’t feel just right straight away, and don’t be afraid to return and 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 demographic and discover if your mission statement resonates with them, if it is clear, and if they truly understand your offer based on your mission statement.
Putting your statement into action:
Your mission statement isn't meant to collect dust in a drawer; it’s an important part of your brand strategy and should be displayed as clearly as your color scheme. You can share it in:
→ Instagram bios: Your mission, or a shortened version, can form a part of your social media bios, instantly telling your followers what you do and who you do it for.
→ Website pages: It should be immediately clear to your site visitors what you do. They don’t want to hunt through your site to find your offer! Make it clear by positioning your mission and offer on your Home or About pages.
→ Client-facing documents: Give clients or potential 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.
→ Internal documents: Create a brand culture by sharing your mission with your employees and freelance contractors, keeping everyone on and the same page and on track.
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.
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A brand mission statement clarifies your brands's unique characteristics, inspiring the confidence to unapologetically share who you are and what you do. Crafting a clear and authentic brand mission statement is essential to cultivating deep connections with your audience so you can grow and thrive.
