Defining a brand mission statement will provide direction for your brand while answering some important questions. A brand mission statement should state what you do, who you do it for, and what the benefits of your product or service line are.
In order to write your brand mission statement, start by answering the questions below by yourself or with input from your business partner, employees, and even customers.
This should be a brief description of your brand’s target market. It can be very specific if your brand targets a niche audience or it can also be broad for a brand with a larger reach. In addition to your consumer, you can consider your shopper if this person is different. For example, in the case of baby diapers, the baby is the consumer but the parent is the shopper. You want to consider both the baby and the parent as the people your diaper brand serves.
For this question, you want to consider why your business or brand drives your passion. Is there a reason you were drawn to this type of product or experience? What makes you so invested in serving your target market?
In this section, you want to think about the need your product or service is fulfilling. Is your brand filling a hole in the market? Is your brand taking something another company offered and improving it? What does your brand promise to its consumers?
Think about what sets you apart from your competition. How are you serving your target market better? What are your competitive advantages? What do your customers compliment you on?
Now that you have thought about and answered some important questions, take a few minutes to review your answers. Circle the words that really stand out or resonate with you. Use those words or phrases to start mixing and matching them into forming complete sentences. This will become the first draft of your statement.
Once you have your first draft, it’s time to trim it down to one or two sentences. Try to keep your words and sentence structure simple. Then, once you have trimmed down the statement, read it aloud. If it sounds good to you and really resonates with what your brand stands for, read it to other people. Do they get it? Is it easy to understand? Do they feel it embodies your brand? Does it feel complete? If it does, congratulations you have a Brand Mission Statement.
If the answers to the questions above don’t satisfy you, keep trying. Your brand mission statement will guide you in decisions in regards to your brand for years to come. It is important that it serves as a tool to guide you in the right direction. Take the time to perfect it even if it takes several tries.