We build brands and brands have a lot of components. Some are tangible and obvious: the logo, the website, the brochure. Some, though, are a little harder to grasp, and almost none are as difficult as the mission statement.
Mission statements are what I would call a “soft” deliverable. They’re internally focused, meaning they won’t be directly used to court and convert customers. They’re abstract, usually centered around values and aspirations than any concrete efforts. They’re not something you can use; they’re something you live.
So I’m not surprised when people hold up their hands when we’re discussing their mission statement and say “This is all well and good, but where do we actually use this?”
It’s a fair question, but it can be difficult to answer. Mission statements are malleable little pieces of text – you can use them almost any way you choose. There are four basic uses of a mission statement that usually come to mind, however.