Creating a mission statement is a great first step towards creating a well defined brand.

There are so many experts out there with different ways of creating the brand. I think I’ve been a bit self-conscious, or worried that someone was going to question me. But I shouldn’t worry, really. I learned this method from an agency I worked with many years ago. Modified it a bit (to make it more practical for business) and has stood me in good stead ever since.

The most important thing is creating a structure for your brand that you are happy with. Something that does justice and gives credence to your brand. Something that your employees are happy with and can buy into. They are your ambassadors, your touchpoint with customers and consumers and it is vital they can live and breathe the values that you create. Most important, it’s something your customers can identify with. Something they can feel at one with, make a connection with in a way that is personal to them.

The method uses a ‘brand triangle’ which builds from a base where we define what we do in  fairly basic terms, then thinks about how our customers feel about the brand, the personality we communicate, the values we hold and ultimately what makes us different.

We are essentially creating a set of emotions and descriptors that we use throughout our business. In our communications both internal and external, in our recruitment, our training, our delivery, in our websites and social media posts. The more we use these words and phrases, we grow comfortable with them, believe them and are proud to shout about them. They are your brand. 

The first part of that is a mission statement. Your mission statement drives the company. It is what you do – it drives your objectives and it defines what it takes to reach them. Everyone quickly understands what you are about, what you offer and why you exist.

Creating a mission statement is important for your employees. Something that they know, understand, and be proud of – it will both shape and reflect your company’s culture. A solid mission statement motivates a team to advance towards a common goal

Many companies have both a mission and a vision statement. A mission statement focuses on today and what an organization does… while the vision is more about the future and what you want to become (we will come to this at the end of the brand exercise)

The task here is quite simple. Try and create a mission statement that answers these questions. What do we do? Whom do we serve? How do we serve them? Build them into a single statement of intent. Don’t overthink it. It’s not set in stone, it can be changed and shifted until everyone is happy with it.

You will find the tutorial at and its accompanying video on YouTube

Chris Perkins is a Part Time Marketing Director or CMO, working with clients to provide marketing leadership, strategy and direction in a cost effective and affordable way. This course was created during the COVID lockdown in 2020 and was designed as a FREE to access resource to enable SME business owners and teams to create a workable business plan through a series of simple exercises.

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