How to Write a Mission and Vision Statement
You'd be surprised how many businesses don't have a Mission or Vision statement. We get it; when you are first starting your business, you are focused one one thing: making money. It completely consumes you as it appeals to our survival instincts. But guess what? Sustainable growth isn't possible unless you have clear direction, and that direction starts with a Mission and Vision statement.
What is a Mission Statement?
A Mission Statement anchors you to why you started this business in the first place. It reminds you of your origins, who you are serving and why your doing it. It can (and should!) be used internally, but is also needs to be reflected in your branding and marketing so your customers can better understand and trust what you're serving up.
Trying to come up with an awesome Mission Statement that totally rocks? We all want to sound eloquent and thoughtful, crafty and creative--and you'll get there! But here's a good place to start, and you can continue to tweak as you learn more about yourself and your business.
-Open a blank document. (We know, it's terrifying staring at that thing. Don't worry--we'll fill it up!)
-Type this: What do I want to accomplish? Who I am serving? Why I'm working so hard to make it happen?
-Type out the answers, and don't try and be catchy or clever. Just simply answer the questions. Remember, the goal is to provide direction for you and your employees and to let your audience know who you are; if the language is too flowery, the direction will be unclear.
-Let it marinate. Sit with it. While you're contemplating if it works or not, research other inspiring Mission Statements and compare how those make you feel, to how yours makes you feel. We like these ones:
Make-A-Wish Foundation: "The mission of Make-A-Wish International is to grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy."
Nordstrom: "To give customers the most compelling shopping experience possible."
Squarespace: "Squarespace empowers people with creative ideas to succeed."
JHM Creative Co.: JHM Creative Co. partners with business owners to help them craft and understand their unique brand identity, while also mapping out strategic marketing plans that will help businesses be heard and seen online.
What's a Vision Statement?
A Vision Statement is a declaration of where you see your business and what you'd like to accomplish in the long-term. Where a Mission Statement states what your business does, a Vision Statement defines what you'd like to do. It represents the future aspirations of your business.
Once you've a solid Mission Statement, a Vision Statement will come to you much more quickly. If you know what your business is doing, you can then brainstorm about what you want to accomplish in a bigger picture sense.
JHM Creative Co.: JHM Creative Co. will change the way business owners use and understand digital content marketing.
Alright, we've given you the road map--now get to crackin' on those statements! And if you really get stuck, drop us a line. We're experts in building solid brands and giving businesses clear direction that leads to sustainable growth.
