This is the final post in our seven part series on Brand. The previous post was: “What is Brand Style”?
What Is it?
Your company mission is an element of branding, believe it or not. But what exactly is a company mission? It’s exactly what it sounds like. It is the mission that you hope to accomplish with your business. This could be as complex or as simple as you want it to be as long as it really get’s your goals across.
An outstanding example of a mission statement is Nike. According to their website, their mission is to “create groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.” They make the mission of their business crystal clear- as it should be.
Another prominent example of a simpler mission statement is Tesla. Their mission statement is “To accelerate the world’s transition to sustainable energy”. This supports their business and their goals and tells the consumer exactly what they hope to accomplish.
So, bottom line is that your company mission is a piece of your brand that tells your audience exactly what you want to do as a leader in your industry.
Why do I need it?
If it isn’t clear already, you absolutely need to have a company mission. This is a piece of the puzzle that informs many of the decisions you’ll make as a business.
For example, in Tesla’s case, their mission is to speed up the process of the transition to sustainable vehicles. So, this is going to inform their decisions about research and development. It may also inform decisions about which markets to target, since not everyone can afford to drive a Tesla vehicle at this point.
Among these reasons lies another key factor. People like to know why a company does what it does. It gives your business a more human feel to have a mission that lies within creating a better world for people through your services or products. Beyond the consumer it helps to align employee interests and goals with management interests and goals and keep the organization on the same page.
For these reasons it is vital to create a company mission and share it with your shareholders, employees, and customers alike.
How do I determine my mission?
Now that you know what the mission is and why you need it, you might ask yourself, “how do I determine what my mission is?”. This question doesn’t have a simple answer. Your brand/company mission is unique to your business and depends on what your product or service is and who your target audience is.
The best way to start is to ask yourself why you started your business. For Creative Spark, I founded us to help small business owners get quality marketing services they can actually afford. That statement summed up exactly why I wanted to run my business. But you may also want to determine how you will accomplish your why. For us, we determined we would be a digital only company to reduce overhead, and create sustainable practices which would ultimately support our goal of providing high-quality services at a lower cost.
The point is that you should think about your why and your how. This will help you determine your company mission. Once you have figured out your company mission, creating your branding will be far easier.