Demystify mission statements
If creating or updating your mission statement sounds a bit scary to you – or maybe you can’t even quite say what one is – you’re not the only one. But identifying mission statements is a key part of Burtch Designs’ work, and I’ve come to love them. There’s a lot to learn in this corner of the world, but here’s a solid primer based on what I know…
When you think of the most successful companies, one common factor often stands out: they have a clear and compelling mission. A well-crafted mission statement not only drives the team working on it and helps narrow goals, but it also “clicks” with your clients and communicates your brand's core values.
There are many ways to go about crafting a thoughtful mission statement. I love Donald Miller’s “StoryBrand” method. He has written a book, holds workshops, and has some free resources that can help you craft a powerful mission statement. If you're ready to get started, here are some key lenses I like to think through as I go:
Start with your core purpose
Your mission statement should reflect the core purpose of your business—what it exists to do. Ask yourself: What problems are you solving? By articulating your purpose, you create a solid foundation for your mission statement.
Define your values
Values play a crucial role in shaping your mission and how you interact with clients. Start by reflecting on your personal priorities and beliefs. Your values will help guide the language and tone of your mission statement.
Consider your audience
Your mission statement should resonate with your target audience. Who are they, and what matters to them?
Keep it concise, clear, and in your brand voice
Aim for no more than three sentences that encapsulate your business's purpose and values, and make sure it’s easy for anyone who reads it to understand. And since your mission statement is part of your brand identity, it should use language that feels authentic and true to the essence of your brand.
Make it inspiring
Consider how your mission can ignite passion and enthusiasm. Whether it's your team, your clients or your community, it should evoke a sense of purpose and drive.
Just because your mission statement is great doesn’t mean it should never change
As your business grows and evolves, it's essential to reevaluate your mission statement. An annual review of your mission statement can help ensure it continues to align with your business goals, reflect your evolving values and adapt to market changes. A refreshed mission statement also allows you to inspire your team with a renewed sense of purpose and give your clients a clear understanding of your brand's evolution.
To inspire you further, here are a few examples of thoughtful mission statements from well-known companies:
Patagonia: "We're in business to save our home planet."
Target: "To help all families discover the joy of everyday life."
Warby Parker: "To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses."
Starbucks: "To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."
Fun fact; this was updated last year - Here’s the scoop!
Crafting a thoughtful mission statement takes time and reflection, but it's a vital step in business success. It serves as a guiding light for your business and a compelling message to your clients. By focusing on your core purpose, defining your values and keeping it clear and inspiring, you can create a mission statement that powers you forward. Don't forget to revisit and refine your mission to ensure it’s still aligned with your brand’s journey and growth.
