How To Write A Mission Statement

Gary Green
Jah Brown
March 20, 2020

Every business, no matter how small, should have a mission statement. Even if you are just a sole trader, it's important to spend some time thinking about it.

The point of a mission statement is to clarify:

  • What you do
  • Who your audience is
  • What makes you unique

All big companies will have one, but it's an essential exercise for even the smallest businesses. During our marketing strategy sessions, we always start by drilling down into your core values and goals.

Nothing can replace the experience of working with professional marketing consultants. But in today's article, we'll give you the basic tools to have a go yourself.

What Is A Mission Statement?

According to the Wikipedia page:

A mission statement is a short statement of why an organization exists, what its overall goal is, 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. It may include a short statement of such fundamental matters as the organization's values or philosophies, a business's main competitive advantages, or a desired future state—the "vision".

Now don't worry if this sounds like an awful lot for a small business! You don't need to go into this much depth at all.

For most businesses, you can start with writing a short statement (a few lines at most). You need to cover the function of the business, the target audience and some sense of how you are better/different/unique.

Why Does It Matter

“Without a mission statement, you may get to the top of the ladder and then realise it was leaning against the wrong building” ~ Dave Ramsey

Don't see your mission statement as a direct marketing or branding document. We don't write them to be persuasive. We don't even write them to tell our customers what we do.

They are to help us FOCUS. Once you've answered the basic questions (what, who, why...) you can direct all your resources at solving your customers' problems:

  • Time
  • Money
  • Energy
  • Passion
  • Staff

Start With Core Values

We actually recommend a step just before you come to write the mission statement. This step is optional, but we've found that it helps to get warmed up to the subject before you jump in.

The first step is to come up with three "core values". These are the words that best describe your brand. Don't get hung up on the word "brand". Even if you're a sole trader, it's still worth thinking in terms of branding at this stage.

You can come up with the words yourself if you like. If you find you're getting stuck, you can choose from a list like this one:

sincere, down-to-earth, honest, wholesome, cheerful, exciting, daring, spirited, contemporary, imaginative, competent, reliable, intelligent, successful, sophisticated, classy, glamorous, charming, smooth, high-tech, trustworthy, sustainable, innovative

How Do I Write One?

At this stage, it's just a case of answering some basic questions. Then you can drop your answers into a mission statement template. We'll do one for Key Business Marketing to show you how it works:

  • Who do you help? ~ "We help small businesses"
  • What do you help them do? ~ "We help them tell their stories and connect with their audiences"
  • How do you do it? ~ "We build a powerful online presence through beautiful websites, engaging content and vibrant social media"

So our mission statement would be:

We help small businesses to tell their stories and connect with their audiences, by building a powerful online presence through beautiful websites, engaging content and vibrant social media.

It's really that simple, so have a go! And if you'd like to discuss working with us to refine and optimise your digital marketing, please get in touch.

Tell us about your project...
Fill in your details to get started and join over 50 businesses enjoying Key Business Marketing's expertise..
We adhere to strict GDPR rules and do not reveal or sell your data to any third-parties. For more, please read our Privacy Policy.
Latest Insights
September 13, 2021
9 Biggest Google Ranking Factors You Shouldn’t Ignore

When it comes to Google ranking factors, there’s a whole host of myths that you need...

September 2, 2021
Top SEO Trends Set To Continue In 2021 & Beyond

Ever since its inception, SEO has been a constantly changing beast that many specialists in the...

August 26, 2021
YouTube Marketing – A Beginners Guide

Starting a successful YouTube channel can be both a daunting and tiresome task. Here are some...

June 26, 2021
How To: Add Featured Images to WordPress RSS Feed Using Enclosure

WordPress has native RSS feed functionality, making setup extremely easy, but you may have noticed including...

May 10, 2021
Why Your Business Should Be Utilising Facebook Advertising

Facebook advertising is one of the most popular ways to generate leads and drive highly engaged...

October 26, 2020
Are Social Media Influencers Worth The Investment In 2020?

The influential power of Tik Tok teen sensations and Instagram lifestyle gurus has come into question...

October 10, 2020
Top 7 Tips for Creating a Successful Digital Content Marketing Strategy

Content is king. How your brand communicates with customers is paramount. Having a brilliant product or...

October 6, 2020
Google’s Upcoming Changes Could Be The Biggest SEO Shake-Up In Years

Webmasters and SEOs around the world are used to Google’s algorithm changes causing havoc to their...

September 23, 2020
How To Grow An Affiliate-Based Website & Increase Conversions

Affiliate marketing, when done right, is the holy grail for publishers and site owners who are...

View Our latest insights »
Get the latest digital marketing insights delivered straight to your inbox
We care about the protection of your data. No spam. Unsubscribe anytime.
02037 282 848
Mon-Fri 9am - 5.30pm
Digital marketing guidance at your fingertips
Copyright © 2021 KEY BM LTD Reg: E&W 11055943
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram