On a mission

Harper's Bazaar June/July 2017 issue

In a sentence or two, can you explain your brand’s actionable reason for being? In that same phrase, can you also pinpoint who you serve, how you serve them, and why?

Your mission statement is fundamental to your brand identity. It is a north star summarizing what your brand does and the impact it makes. It clarifies your values and guides all of your decisions. With so much at stake, it’s easy to see why so many struggle with crafting a nuanced, targeted mission statement.

An ownable, effective mission statement should:

Define your purpose: What’s your core reason for existing? Feature the benefit you provide and the problem you solve.

Guide your actions: Do all of your activities align with your core purpose? 

Differentiate your identity: There is no ingenuity in mimicry. If another brand is already saying it, why are you?

Inspire your team: What’s your team’s shared sense of purpose? Align their enthusiasm with a unifying statement. 

Connect with your audience: Clarify and build your community with a succinct, visionary roadmap.

To inspire your mission, here are a few brands that do their statement well:

Rare Beauty - We are on a mission to help everyone celebrate their individuality by redefining what beautiful means. We want to promote self-acceptance and give people the tools they need to feel less alone in the world.

Biolite - We're on a mission to empower people and protect the planet through access to renewable energy.

maude - As a modern wellness company built on quality, simplicity and inclusivity, we’re on a mission to make intimacy better—for all people.

Looking for creative brains to conspire with to craft a mission statement that meets - and defines - your moment? Let’s plot your brand’s evolution.