The right mission statement can be a strong motivational force for employees — and a powerful marketing and branding tool. But, whether you are writing one for the first time or creating a new statement as part of a rebranding effort, you have got to craft it carefully for maximum impact. Here are a few guidelines to follow:
Do not limit yourself. Granted, you cannot be all things to all people. But the world in which businesses operate and compete is constantly changing. Your mission statement should be broad enough to let your company adapt when necessary.
Aspire to inspire. Make your statement visionary, expressing your business’ purpose, aspirations, philosophy, and values. It needs to resonate with the people working for and with you. But, at the same time, it must be realistic, practical, and workable so as to inspire confidence.
Keep it concise and understandable. A mission statement should not confuse people seeing it or hearing it. Avoid buzzwords and technical jargon. The true test? Whether your employees can remember and repeat it.
One might say that a mission statement is where a company’s strategic planning begins. For help crafting a statement that will inspire your staff and impress your customers, please contact us.