Firstly what is a mission statement in business terms?
A mission statement is a short statement of an organisation’s purpose, identifying the goal of its operations: what kind of product or service it provides, its primary customers or market, and its geographical region of operation.
So do you really need a mission statement for your business? YES of course you do!
A mission statement gives you clarity over what your company had been created to do, focussing on why exactly you are going to the trouble of starting the business. Although your mission statement has to short it is a powerful message to all of your customers, it must be concise and to the point. It should be crystal clear so that there are no questions as to what what you are providing and why you are providing it.
A mission statement helps you narrow down what demographics you are aiming your services and products at, this includes, age, gender, race and location.
Not only is it important to have a mission statement for your customers to understand but also for your employees so that they know what direction that you as a business owner expect your company to go in.
Setting the goals of the company is important as it sets a standard to aim for and sets expectations of your brand. These aims should be included in your mission statement.
Here is an example of a current mission statement from one of the world’s biggest brands: Apple
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.
Mission Statements will go through many drafts before it describes your business perfectly but it will also evolve and change as time goes by with external factors changing the direction of your business.
One last thing: don’t confuse a mission statement with a vision statement. They are different, one is a statement of what your aims are now and the other is a statement of what you what to achieve a few years down the line and what you want to see your business grow into.
We provide mission statements writing as part of our Branding Packages, read more about them here