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Writing a Mission Statement for your Brand

Once you’ve established your brand and completed the basic steps, it’s time to build on that foundation. 

Go back to the message you created. Usually, the message and the mission go together perfectly. The mission achieves the message and the message further defines the mission. 

So how do you find the perfect way to showcase your goals for your brand? 





Getting Started



It will always be a challenge to tell people exactly what you do. 

You and your brand are not just one thing – they’re a million little things combined to make something worthwhile.

That’s why creating a mission statement can be daunting. How can one simple sentence showcase your years of experience, different services you provide, and target the audience all while reflecting your kick-ass personality?





Secrets to Making Your Mission



The secret to creating a perfect mission statement is in the word itself. The definition of mission is “a strongly felt aim, ambition, or calling”. So take all the tasks you want to accomplish, all the gifts you have to give, and target them at one specific goal then write that goal down. 

We all have goals everyday: Workout, make an amazing meal, and get all your work done before you crash. But these goals all add up to the bigger picture: Your mission.  

This focus will not only make your mission statement stronger, but also make your company itself become more focused.





Finding Joy in the mission



Here’s the amazing thing about a mission statement: It’s yours. Write a list of your dream clients, subjects, and work. The more you write, the more specific your mission statement will get, and thus, the more invigorating it will be to work with them! 

While you need to love the mission, remember that it isn’t exactly for you, it’s for your client. The word ‘mission’ evokes thoughts of going out and helping. So who do you want to serve? 





The key here is to make this as narrow as possible. If your brand focuses on food and nutrition, don’t write a mission statement that says “For food lovers to find satisfaction in the natural”. That’s nearly everyone in the world and you can’t take them all at once! 

Focus on the IC you want. You don’t want to be stuck working with someone you can’t stand or for a cause that means nothing to you. The more specific you are at the beginning, the better chance you have to find your ideal clientele.  

The person you’re helping should be a person who you would want to grab a cup of coffee with or swap business strategies. If you’re glazing over the majority of their blog posts or don’t get excited when you see their name pop up on your IG stories, why should you think you’ll like them later when they’re constantly on the other side of your phone? 





It really doesn’t matter if you have a connection with the CEO of a business if your expertise is fashion and she’s selling technology. A mission statement ought to weed out companies that you can’t optimally work for. Make your interest and love present in your statement and make it clear. 

For example, if your brand focuses on ethical clothing choices, your mission statement should loosely follow the lines of: Our brand merges quality and design, all while stealing nothing from the Earth. 

In that simple sentence you see two goals: To make quality and designed clothing, and the method in which you will provide them: Stealing nothing from the Earth. 

The next element that should be reflected in your mission statement is you. Why should someone go to you when they have a million other experts in the field? What sets you apart? It could be that you have a specific degree or experience in a very specific field or have worked solely with the brands you are focused on. it shouldn’t simply be something you always wanted to do or is your passion. These words reflect a selfish nature and turn attention to your desires instead of the costumer’s. Also, it doesn’t really matter what you love, it matters what you can accomplish. Remember, mission is an action, not a passion. 





A mission statement is like a funnel- at the top is all the amazing talents you have, people you serve, experience you’ve curated, and products you provide, but at the bottom is all of those aspects merged together and tied up in a neat bow. Take small bits of each of these ideas and find the ones that best define your business and can be described easily. 

While you might still have some trouble picking out the perfect sentence, don’t be too hard on yourself. 

In the end, write what you want your mission to be and your company will follow suit. 

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