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ever encounter a company and wonder what they do and why they do it? What is your fundamental purpose?
"The increase and dissemination of knowledge"
This is the mission statement of the Smithsonian. It tells consumers, both internally and externally what the organization wants to fulfill a simple and succinct way. Not all mission statements are as moving as this. Some offer a broader vision of the company. For example, the insurance company Aflacs is mission statement:
to combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers
It says about both employees and potential customers that they are quality products and services at competitive prices. A mission statement articulates the purpose of the business. That makes it an important part of a brand building plan. Consider how the right mission statement can work for your business.
A custom-made headquarters focuses on the business for employees and target audience. It serves as a frame, whereby everyone is involved in an entry point to build on the production of the brand. For consumers, she sets the company apart from the competition without restricting the purpose.
You know that Google's mission statement does not mention that a search engine is running, although this results in your initial claim to fame. It's only wide enough to let the business grow into the conglomerate, it is today.
A mission statement should tell others why the company exists and what makes it different.
Why they exist : To prevent human suffering in the face of emergencies and alleviate,
What makes you different: You mobilize the power of volunteers and the generosity of the donors
Why you exist: to advance employment, education and skill buildings
What makes them different: they speak and educate
Clear, the core business model of these two seemingly similar companies is very different.
The goal is to beat a balance between open realism: we offer quality products and good service
. . . and optimism: we want to be an industrial leader
Neither one of these statements makes the company highlight, but combined, they are stronger. What is it about your business that is better than the other guys? Here comes the addition of the key elements into the game.
Focus your instruction to these four elements.
value - for creating and promoting great, healthier, organic beverages
inspiration - to grow our business with the same honesty and integrity we use to produce our products
In your mission statement promising honest tea is not promising to heal cancer just to create a healthy product. They also point out that they create organic drinks that taste great and bind the explanation to the business brand.
There are many thought schools how to create the perfect mission statement, but there is some clear do's and not to consider.
A mission statement is a statement of what the business is important. Through the design, it leads the actions of the employees and goes into customers by creating the direction by explaining what the company wants to achieve.
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