5.6.2019

Increase Customer Loyalty with a Better Mission Statement

While writing our recent blog article titled “How to Write a Better Tagline,” We realized another component of a company’s market positioning that can cause confusion – the mission statement. A mission statement accompanies the tagline and the vision statement, yet it serves a different purpose entirely.

So, what is the difference between a tagline, a mission statement, and a vision statement? For a deep-dive look into taglines, click here to check out our recent blog post. This past article of ours explores the definition of a tagline and offers a few tips to get you started.

A Mission Statement or a Vision Statement? How to Tell

Before you can write an accurate and compelling mission statement, first you need to understand what it includes.

A mission statement shares information about your business’s goals and how these are achieved, your audience, and quality of services or products you offer.

A vision statement shares information on future goals and provides insight on where the business is headed in several years.

Both the mission and vision statements are meant to be concise and provide information about the purpose and values of a company. This article goes into greater detail about the differences of each statement.

How to Write a Compelling Mission Statement

With so many choices for consumers, a company’s values are a key selling component and opportunity to create loyal customers.

Writing a compelling, on-brand mission statement doesn’t have to be a challenge. We encourage our clients to collectively brainstorm with colleagues and start with the basics: what you sell, who you sell to, and how your product or services helps customers.

Once you have the basics on a whiteboard or in front of everyone, start discussing ways your business is different. Listing ways your business is superior to competitors helps stimulate this conversation and improves the creative process.

Now, it’s time to start reducing the content and keeping only the most relevant pieces of the mission statement.

Once you have your 1-3 sentences in draft format, here is a brief checklist to measure the quality of your mission statement. Ensuring the mission statement addresses each point below will help it remain relevant to your business for years to come.

When working to reduce your content into a concise, effective mission statement, we recommend following this checklist:

  1. Focus on your audience
  2. Involve multiple perspectives
  3. Research competitors
  4. Match the company culture
  5. Make it inspiring

Answering each item listed will ensure your new mission statement remains relevant to your business for years to come.

We hope this article has been helpful as your marketing team or small business works to attract new customers with a better mission statement. Need a little inspiration? This article offers “17 Truly Inspiring Company Vision and Mission Statement Examples” to give you ideas and samples.

We’d love to hear from you! Contact our team to learn how we’ve helped other businesses gain better control of their brand to increase customer loyalty.

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