In the era of relational commerce, consumers want to purchase from brands that align with their values. Take a brand like Patagonia – they connect with their outdoor-loving customer base by focusing on environmental stewardship and promoting sustainability in their mission. For example, they encourage customers to trade in their gear, cutting down on consumption and extending garment’s life. As you develop your brand’s core values and missions, it’s important to share this with your customers.
Consider your mission statement a guide for you and your customers. You can use it to inform your processes, from marketing to manufacturers you work with. And, your customers can be informed and aware of your core principles and purpose.
Whether you’re writing your mission statement from scratch or looking to improve its clarity, here are some ways to better communicate your purpose:
Hone in on your values
Before you can communicate your values, you need to be clear on what they are. Your brand can do mission-driven business, leading with a conscientious vision, and infusing awareness into your strategy.
Recall the origin story behind your product. Was it created to help people live healthier lives? Save time? Have more connections? Remember the ethos behind the problem you were trying to solve. Then map out the values that supported the solution.
Rather than writing about your product, focus on the overarching goal. Refine your intention, and focus on communicating that.
Clarify your purpose
After zooming out to include the universal goal, zoom in on the nitty-gritty. Think of the who, why, what, and how.
Who are your customers? Do you make products for new parents or frequent travelers? Connect with the audience you are serving.
Why did you create this solution? What problem did you see?
What is your product? Elaborate on what you offer.
How? Do you use natural ingredients? Do you partner with organizations? Or do research with your customers?
For example, in Hello Bello’s statement, they clearly spell out their mission and how they achieve it.
Consider the structure
Now that you have the overarching mission and specific details, formulate a clear structure. Think of taking your customer on a journey through the statement – leading with inspiration, clarifying value, and finally adding specificity. Look at how clear Native‘s mission statement is. They’re creating safe, sustainable products, for people and the planet.
Personalize the story
In their mission statement, Hint’s founder Kara Goldin shares her journey of trying to find a way to up her water intake by adding slices of fruit. “What began as a quick solution to my own health problems, soon turned into the product and the company you know today as Hint,” she writes. By giving a glimpse into the people behind the brand, Hint invites customers to connect with the purpose.
A strong mission statement is dynamic – it’s more than just words. LOLA, a company that makes period and sexual wellness products, champions accessibility and transparency for all. And LOLA walks their talk – their products are made with trusted and safe ingredients, like 100% organic cotton. And, reflective of their mission to promote accessibility, they started an initiative to give period products to people in need. Additionally, they contribute to advocacy work and spreading awareness about health information.