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What is a Brand Mission Statement?

Is your brand on a mission?

Of 405 British entrepreneurs, almost 65% went into business because they wanted to achieve something and be recognised for it.

Many of us start a business because we want to learn new skills, create jobs and follow our passion and dreams or change our industry for the better. So why do you do what you do? What’s your passion or reason as to why you started a business? What did you want to change or do better?

Why having a brand mission statement could win you contracts or clients?

Writing a brand mission statement can be highly valuable.

Not only will your ‘why’ drive you and motivate you each day, but once you know your reason for being, it makes decision making so much easier. Imagine the people you want to business with, or other companies that may want to collaborate with you or even hiring a new employee – knowing what your brand mission is will help you to recognise whether or not these are all good decisions and who’s a good fit. Do these clients, employees, other companies etc align with your brand values and mission? If it’s a no, then maybe wait for a better suited fit.

So what should be included within your mission statement?

Put simply, it should consist of 3 main elements:

  1. Your vision for your company – what is the end goal? Who do you help and what problems do you solve?
  2. Core brand values – this shapes the acts and behaviour of your brand and your employees so they too can reflect them. What values are at the heart of your business?
  3. Your brand goals and objectives – what do you hope to achieve as your primary goal/s? How do you want to help your industry, people or even the planet?

Ultimately, the reason for doing this and displaying it for the world to see is so that people can relate and connect emotionally to your brand and therefore, choose you over others. Getting this right can work wonders for your brand.

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