The making of a mission statement
All Seasons Communications had a client approach us for help with their new business. We requested a mission statement so we could better understand the client and their business. The client looked a bit perplexed and admitted there was no mission statement … yet.
A mission statement summarizes a business’s desired achievements and the trajectory of the company. It is necessary for any new business owner to think first and document what they want to achieve in such a statement. That statement then becomes almost a working document for future marketing, PR and advertising campaigns.
Does your business have a mission statement? If not, you really should create one. Not sure how to? First thing is to really think about what makes your business or store truly unique. Here are some basic questions to help you start the mission statement process:
- What? What services do we provide? What do we do? What makes us different?
- Who? To whom do we provide these services? Who is our clientele? What are their priorities in choosing my business? What do they like about my business? What kind of relationships do I want to maintain with them?
- How? How does my business differ from all other similar businesses in the market? What are my business advantages? Why do we stand out? What about the competitiveness of our prices?
- Why? What inspired you to start a business? Why will you succeed? What do you hope to achieve? Give the reason for starting this business, and be sure to show your personality.
After writing down these answers (and yes, we strongly suggest actually writing with a pen or pencil), try this other writing exercise to help define your business and create the mission statement:
Give yourself three (3) minutes and write down anything that comes to mind when you envision your business. Don’t think about it, don’t edit, just let it flow—colors, images, places, etc.; doesn’t matter. Don’t worry about spelling or seeming silly, just write it down.
Once you have your answers and word list, now it’s time to craft your mission statement. Look over what you’ve written. Are there words or phrases that seem to be repeated? Those are words you might want to consider using in a mission statement. Don’t be generic. Glam it up! It can always be scaled back a tad. This is the statement that is going to set you apart from all the others.
At ASC, we used our core values and crafted this mission statement:
We’re a small agency with a big drive to do whatever it takes for our clients. We approach each and every project with enthusiasm, develop solutions using our combined creative forces, support our clients, partners and teammates (while making it fun!) and always keep the client at the center of our “small but mighty” universe.
The recommended length of a mission statement is around three to four sentences, or around 100 words. All Seasons Communications would be glad to help you craft your statement. Contact us today at 586-752-6381 or email@example.com.