How to Create a Mission Statement That Resonates
When developing a mission statement for your brand or business, there's nothing more important than ensuring your personality and purpose are reflected accurately through your words. This is your chance to pitch yourself to customers / readers. They need to have a clear idea of what your values and vision are and you need to know how to create a mission statement without doubts and reservations blocking your creativity + inspiration.
How to create a mission statement that resonates isn't a piece of cake,
but there's SIMPLE WAYS TO GET THERE. TRUST ME.
Starting out, I want to share the two mission statements of both the Fashionably Frank blog and my digital marketing business, Fashionably Frank Marketing. These will give us a good point of reference:
YOUR BRAND'S CORE VALUES
Start by deciphering your brand's core values: the things you stand by and unwaveringly support. Are you a political organization fighting for a particular cause? Or do you just plain value honesty or feminism like us here at Fashionably Frank? Your values will determine what you stand for and should absolutely be reflected in your mission statement.
YOUR BRAND'S VOICE + TONE
Keeping in mind who you're speaking to, what is your brand's overall voice and tone? If your tone is more consistent and calm, reflect this in your mission statement. If you are more playful and girly, apply that. Your brand's mission statement should be in line with the tone you use to speak to your customers or readers on a regular basis.
YOUR BRAND'S ULTIMATE PURPOSE
At the end of the day, what is the purpose of your brand? Is your purpose to help women feel empowered? To provide a sense of balance for business owners in their day-to-day? Or perhaps you're shooting bigger and aiming to cure world hunger. Whatever the case may be, outlining (in simple words) what your brand's ultimate purpose is will be your best move.
YOUR BRAND'S TARGET DEMOGRAPHIC
You'll want to define your target audience or customer segments before launching a business of any sort. Using the personas of your target demographic, make sure that your mission statement is clear on WHO will obtain assistance from your brand. Are they ambitious millennial females? Overwhelmed business owners? You pick who and then make sure it's obvious. Nothing is worse than someone not being able to tell whether or not they're in the right place.
YOUR BRAND'S CUSTOMER PAIN POINT
Every brand has a target audience with a pain point. Pain points can be a variety of things: a lack of money, a lack of time, a lack of confidence, even FOMO (the fear of missing out). Capitalizing on your customer / reader's pain point can catapult you ahead of your competitors in so many ways. Grabbing hold of a sensitivity will emotionally connect you with your audience.
YOUR BRAND'S CATCH-PHRASES
Or other statement aspects of your brand. For example, my business' leading feature that sets me apart from my competitors is my knowledge of the Internet as a millennial who leads with transparency and frankness (and or honesty), in addition to my level of education in the marketing field at such a young age. If you haven't noticed, for us here on the blog, we hold dear the concepts of balance and empowerment and it was imperative that we included these in our mission statement.
+ WHAT ARE THE RESULTS TO EXPECT
Outlining the exact takeaways or results your customer / reader should anticipate is also key in converting these individuals into loyal supporters. Be sure your results are achievable and realistic, because if you can't deliver, don't be surprised if you lose some (or all) of your following. People like results they can depend on, not fantastical claims.
With a lot of heart and a little bit of critical thinking, you'll be off to the races crafting your mission statement in no time!
How was the process of writing your mission statement? What did you struggle with or succeed in easiest?
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THE BLOGGER: KATHRYN COFFMAN
Kathryn is the lead contributor + founder at FashionablyFrank.com. Obsessed with leading a life of balance, she started the blog in 2013. Since graduating college in 2016, she is now a digital marketing specialist through her business, Fashionably Frank Marketing. She believes a cup of coffee is the answer to life's problems + that all women should embrace a #girlboss mantra.