Develop Your Mission Statement Why is your company ultimately in business? Your mission statement can be as simple as one line or as complex as an entire page. It can incorporate: The moral/ethical position of the company Your desired public image The key strategic influence for the company A description of your target market A description of your products/services Your mission statement can be communicated both internally (to employees) and externally (to the market). Since one of every for-‐profit company’s goals is to make money, it’s generally a good idea to focus your mission on something other than financial goals. Great companies have a mission with a purpose that people can feel passionate about. Your mission statement should speak to your ultimate purpose. Make yours clear, succinct, passionate, and tie it to your brand identity.
Create your mission statement: Review/editing – make sure the mission statement is
Passionate Succinct Tied to brand identity Includes moral/ethical position of company Includes your desired public image Includes your key strategic influence for the company Includes a description of your target market Includes a description of your products/services
Does your mission statement convey your value proposition & brand identity as defined in the Brand Strategy?
Y
N
Messaging Develop Your Mission Statement
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If not, continue to revise it until complete.
Messaging Develop Your Mission Statement
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