Developing A Mission Statement


A mission statement is a short summary that gives people an idea of what your brand is about. Although it’s meant to be very concise, it’s also very powerful. It sums up the goals of your brand in one sentence. It can change slightly over an extended period of time as your brand evolves but the main premise for what your brand stands for should ideally be the same. You want to remain consistent so that your customers grow to know and trust your brand. If you constantly switch things up, customers are likely to do the same.

Before putting together a mission statement consider answering these questions:

  • What is the purpose of your brand?
  • Why should people care about your brand?
  • What do you give to your customers?

Here are a few templates for developing a mission statement for your brand:

  • Our brand strives to accomplish (brand goal) by providing (product/service) that makes (target audience) feel (emotion) so they can (reason for using product/service).
  • The purpose of our brand is to (brand goal) by (product/service) that will ensure that (target audience) can best (reason for using product/service).
  • Our brand is committed to (brand goal) to (reason for using productive/service) by providing (product/service) to (target audience).

These templates are just meant to give you a general idea of the structure of mission statements. Feel free to adjust and tweak things as you see fit for your brand. Remember that one size does not always fit all! Don’t try to force your brand into these exact formats. You want your mission statement to flow and read with ease. With that being said, it may take a few tries before you come up with one that you like. And that’s okay. Don’t over think it. Just have fun and play around with a few different variations. Good luck Goal Diggers!