Mission Statements Make Me Cry
They are typically misunderstood, impractical, and poorly facilitated. Nobody remembers them except those that have the misfortune of having them mounted on a plaque in their lobby. And frankly, even then they don’t remember it.
So what do we do when someone comes to our firm and says they need a Mission Statement? We make sure they understand that a mission statement is not a marketing tool. A quality mission statement is a part of a business strategy – not a brand strategy. Usually these folks realize that what will really help them improve their business is a better brand promise, brand positioning and brand personality.
From the Distility Brand Strategy Model
Unlike Mission Statements, Brand Connects With Teams
- The brand promise is the fusion of the customer’s need and your team’s passion.
- The brand position is why the customer should resolve their need with your brand, instead of the competition.
- The brand personality is how you deliver.
Make Mission Statements the Exception, Not the Rule
Use mission statements only if you are looking for a leadership tool. And then be sure you develop mission and vision and values for your organization.