By Blair Williams, founder of MemberPress
When you create a business, one of the first things you need to establish is the mission statement. In a nutshell, your mission statement is the answer to “why” when you’re considering the reason your company exists.
Coming up with a meaningful set of values for your company may seem like a daunting task at first, but once you break it down you’ll realize that writing a killer mission statement is really about answering multiple questions in summary form, putting it all together and putting it somewhere everyone can see it.
There’s no doubt that there is a correlation between the success of companies that have well-written mission statements and those that don't. We are going to look at some of the key points to consider when elaborating on the values of your company and how a mission statement can impact your business in a positive way.
Set employee standards.
Your mission statement needs to be clear and concise. It should also convey to your employees the end goal of the work that they are doing. Employees want to feel that the work they are doing has a purpose. They are willing to work harder because they have a tangible end goal. They are not simply working for a paycheck -- they are working toward the global mission of the company.
Furthermore, you can use this as an opportunity to express that your company strives for equality, respect, success and growth. The challenge here is how you deliver this message and make it different from other companies that make the same claims. Consider briefly explaining why you believe everyone should be treated with respect, how you’re going to deliver tools for success and why equality is so important.
Paint a picture for customers.
When customers land on your website and go to your mission statement, they should leave that page with a real idea of what your business does and how your brand can improve their lives.
A book by James M. Kouzes, Barry Z. Posner and Deb Calvert called Stop Selling and Start Leading: How to Make Extraordinary Sales Happen touches on this subject. The authors explain that sellers are more likely to make a purchase from a business when the business owner is able to “describe a compelling image of what [the] future could look like” if they purchase your products.
In other words, your mission statement should talk about what you do, why you do it and how you are different from everyone else in a similar business or industry. Read your mission statement to your customers and think about whether or not your statement could apply to anyone in the same niche. You need to clearly define your brand and let customers know why they should shop with you before going to anyone else.
Make your mark on the world.
Your mission statement is not just about honing in on your customers and your employees. Take it a step further and include a broader message on how you hope to impact the world with your brand.
You don’t have to take it to the ambitious level of saying something like “we want to cure diseases.” You could say something as simple as “we want to make all-natural products available to everyone through affordable pricing.” If you’re selling an online service, you could say that you want to create a product that is easily accessible regardless of skill level.
When you make a broad, concrete mission statement for your brand, you’re making your company and creating a recognizable footprint. This should be what you want everyone to know you for when they see your brand name.
Think carefully about your mission statement before your next advertising campaign or brand launch. You want people to know exactly who you are, what you stand for and why they should put their faith in your product or service as well as your brand.
Blair Williams is the founder of MemberPress, an all-in-one membership website software for WordPress.