Most people don’t have a brand mission statement, and that’s alright. But if you have never stopped to think of your brand statement, you should. After all, the fact you have not written it down should not mean you don’t have one at all.
What Is Brand Mission?
Well, the name is quite self-explanatory, isn’t it?
Because every piece of the branding puzzle works so closely together, I can understand how the line can get blurry when it comes to purpose, mission, and vision statements.
I read once that our brand’s purpose is our why, our brand vision is our what, and our brand mission is our how.
This analogy makes sense, and makes it easier to think of it in this way.
Purpose — Why are we in it? Why do we it? Why?
Vision — What we want to accomplish while practicing our why.
Mission — How we do our what.
It is somewhat of a ladder, where we need to first be very clear on one step before moving to the next.
To better explain, let me share a very simplified version of my own branding statements:
Purpose: To help the largest number of women entrepreneurs master their brands, as possible.
Vision: A world where the market has equal space for businesswomen as it has for businessmen.
Mission: Offering a large variety of beautiful and affordable branding resources.
The Benefits of Having a Brand Mission Statement
- Keep us grounded and focused. Keeping our eye on the prize, as they say. It will be our guiding force, always there as a powerful reference, so we never lose sight of what matters and the impact our brand is supposed to cause.
- Another thing to keep us on brand. We can expand, grow, hire employees and still stay on brand, as long as we always have our mission in mind.
- Allows our audience to be part of our journey. There is no best way to build our community of like-minded individuals than allowing people into our journey.
Brand Purpose + Brand Vision + Brand Mission = IMPACT
The Why/What/How is a great way to look at Brand Mission.
Another great thing to keep in mind is that Our Purpose + Our Vision + Our Mission = IMPACT. True, meaningful, and authentic impact.
As I always say, branding is building an experience. Therefore, storytelling, visual identity, and so much more are a part of it.
As a business owner, we want to cause impact. Because we want to be memorable!
We want the audience to think of us when a certain problem or doubts comes to their mind.
Marketing and positioning will also play a part on this -and we can talk about these points another day. For now start with the Purpose + Vision + Mission = IMPACT formula!
What Should Be In Your Mission Statement?
- Your Brand’s Core Values
- Inspiration (why should the audience or employees want to be part of our brand)
- Authenticity (the grand piece that makes our mission, vision, and brand different from everyone else’s)
Important Things To Keep In Mind While Creating Your Brand Statement:
- A mission is a long-term thing. Much like a brand vision. So be bold! Dream big!
- But keep it realistic. You want to inspire, not be frustrated.
- It can change. Like everything in branding, it may change as our business grows. Our branding adapts to support those goals.
- Keep it powerful but short. No one wants to read a boring, long piece these days. They want to know what we are about in a way that “clicks” easily but strongly.
- Like everything in branding, it’s about feelings. Make sure to be so inspiring you are touching people’s hearts!
Rebranding? Here’s a good post for you: When To Use The Rebranding Marketing Strategy
If you are new to branding, start with Episode 1 of my podcast: Branding vs Visual Identity: E1 – Branding vs Visual IdentityListen now (8 min)
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