Every company exists for a particular reason or cause. Just like personal goals, each corporate entity is expected to work towards certain prescribed ambitions – whether short, medium or long term.
Mission and Vision statements act as guidelines. While a Vision statement outlines what your company wants to be in the future, a Mission statement defines the purpose of an organization – simply put, its reason for existing, beyond profit making.
When coming up with your organization’s Mission and Vision statements, there are a few questions you need to ask yourself. These questions will help you formulate statements that clearly express your organization’s goals and plans going forward. According to
Forbes, your Mission statement need to answer the following questions:
1. What do we do? – This goes without saying. The statement needs to clearly outline what your organization excels in. Highlight briefly the company’s strength(s) and its purpose and its intentions.
2. How do we do it? – Even in a crowded industry, you are bound to do some things different from your competition. Highlight a quality (or qualities) that sets your organization apart from the rest and express your value proposition.
3. Whom are we doing it for? – This needs to be clear. Your statements need to inspire and motivate your clients and employees, clearly stating what it is you will do for them that will contribute to their success. The key message(s) need to connect with your target audience. But also remember, even as most statements tend to take an optimistic theme, they also need to be reasonable and have a clear purpose.
4. What value are we bringing? – Value for money is what everyone is looking for at the end of the day. Statements that clearly spell out their value proposition stand a better chance since it shows that you’re committed to delivering positive results.
A good Mission Statement has substance. A statement filled with buzzwords or fluff means very little to your employees and clients. Good statements should include substantive and actionable takeaways.
Clarity, focus, emotional appeal, and longevity are also important for any statement to have a positive and lasting impact.
Last but not least, your Mission Statement and vision statement should have a brand persona; make people buy into your brand because of what is stands for and for the reasons your are doing what you are doing.
