The right mission statement can be a strong motivational force for employees — and a powerful marketing and branding tool. But, whether you’re writing one for the first time or creating a new statement as part of a rebranding effort, you’ve got to craft it carefully for maximum impact. Here are a few guidelines to follow:
Don’t limit yourself. Granted, you can’t be all things to all people. But the world in which businesses operate and compete is constantly changing. Your mission statement should be broad enough to let your company adapt when necessary.
Aspire to inspire. Make your statement visionary, expressing your business’s purpose, aspirations, philosophy and values. It needs to resonate with the people working for and with you. But, at the same time, it must be realistic, practical and workable so as to inspire confidence.
Keep it concise and understandable. A mission statement shouldn’t confuse people seeing it or hearing it. Avoid buzzwords and technical jargon. The true test? Whether your employees can remember and repeat it.