A mission statement is one of the most vital elements when it comes to branding – put simply, it clarifies exactly what a brand does and how it does it. For customers, mission statements summarise what is to be expected of a brand. For employees, mission statements can be an effective motivational tool – they assist in developing brand culture based on common beliefs and goals.
Mission statements provide an objective for everyone to align towards – employees, customers, shareholders, you name it. A strong mission statement can be referred back to on a daily basis – it’s a great way of assessing whether business-related decisions are being made in-line with brand ideals.
It’s important to remember that mission statements deal with the here and now. The best mission statements are honest, confident and well-aligned with brand values (fear not – a handy example is on the way).