branding

The Many Benefits of a Good Mission Statement

Brian Town Marketing

Captain Kirk’s mission was to go “where no man has gone before.” Ferris Bueller believes that “life moves pretty fast, if you don’t stop and look around once in a while, you could miss it.”Even the adorable tear-jerking alien from Lilo and Stitch knows that “Ohana means family, family means no one gets left behind.” What do all of these classic characters have in common?

Mission statements. A driving force that guides and inspires them in the toughest of times. A big, hairy, audacious goal. And you know what? They work.

Not only do mission statements work for movie and TV characters, they are also effective in real life. For example, many people set lifetime goals or find something that empowers them to get out of bed in the morning. For Captain Kirk it was to explore galaxies and save troubled planets. Obviously, not everyone has to have such bold ambitions.

Michigan Business

Just like people, companies also benefit from mission statements. There are several reasons as to why a company should develop a good mission statement, but for today let’s focus on 4 major ones, starting with the first:

To organize and guide the decisions of a company.

            Why are we providing this service? Why do we sell these products, but not other ones? These are questions that can be answered by a mission statement. Since your statement should explain the goal of your company, it can work as a blueprint for future decisions. So when a CEO contemplates future opportunities, he or she can refer to the company’s mission and decide if the matter at hand aligns with it.

To communicate with consumers and investors the intentions of a company.

            Why does our company exist? By answering this crucial question, a company can make clear its intentions to both consumers and investors. Having a clear, concise, and even catchy mission statement provides clarity between the public and the company.

To form a connection with customers.

            Mission statements not only benefit the internal works of a company, but can also help the external factors as well. If a mission statement can excite, relate to, or gather support from consumers, the company can attract more business.

To differentiate yourself from the competition.

Finally, a mission statement provides you with an opportunity to edge out the competition. Why is your company different than other ones? Use your mission statement as a creative way to establish authenticity, so that when consumers consider your products, they remember why you deviate from the crowd.

All of these benefits are pretty great, huh? The only catch is to remember that the mission statement should only be about a sentence long. Too many words can confuse or lose the attention of consumers, so make sure you choose them carefully.

So in the future, remember that a good mission statement can benefit your company in more ways than one. Make your intentions clear, connect with your audience, differentiate yourself from the competition, and see your business’s sales soar.

Need help developing your mission statement? Contact us here at Michigan Creative!