Copywriting and Branding Exercise: Determining Your Company Mission and Values

by Dina Giolitto

Your company brand is an extension of your company's mission and values. Your company exists for a specific purpose-whether it's to provide environmentally friendly cleaning products or a healthy meal for families. Your brand is the visual concept and reinforcement of your mission and values. Now is the time to evaluate what your company mission and values are.

Company mission

Disney's is to "make people happy." Boeing's is "to push the leading edge of aviation, taking huge challenges doing what others cannot do." 3M's is "to solve unsolved problems innovatively." What is your company's mission? First, it is important to understand what a mission is and what it represents for your company. Then you will be able to better determine what your company mission is, or what it should be. Since the mission can act as a strong marketing and branding tool for clients, establishing an effective mission is imperative to your company's success.

A mission statement is a written representation of a company's goals and purpose. It is undisputable that Disney succeeds in making people happy or that 3M uses innovative products to solve problems. A mission statement helps to give your company direction because it helps employees, vendors, and customers to remain focused on what your company offers.

4 steps to creating a mission statement

In four easy steps, you can create a meaningful mission statement for your company and solidify your brand position.

1. Pick a focus. The first thing you need to decide when creating a mission is its focus or theme. It has to be easy to understand and simply stated. Disney wants to make people happy and they carry through on this mission with whimsical character names, and an entire kingdom built on fantasy. Your focus may be more down to earth, like saving the environment one cleaning product at a time.

2. Communicate your mission and act on it. Creating a mission is not just about putting it down on paper. It's about carrying through on your actions-internally and externally. If your mission says you are going to provide environmentally safe cleaning products to help save the environment and then a harmful chemical is found in the mixture of a product, then you are not acting out and fulfilling your mission.

3. Focus on key attributes you can fulfill. Don't get too lofty with the goals of your mission. You can't save the entire world, but you can certainly help to save it by offering eco-chic cleaners. Focus on a few unique things your product or service offers your clients and include these in your mission. 3M does introduce innovative products to the market that helps to solve problems. It invented the post-it note and if that didn't resolve a lot of problems, then I don't know what did. We no longer have to tape or staple notes to paperwork. We can just stick a post-it note and remove it just as easily-all without damaging the paperwork.

4. Take it slow. You should really concentrate on your mission before jotting just anything down on paper. Don't rush the process. Take it slow. Create a well thought out and educated mission statement that truly represents your company and what if stands for.

Your company mission and values go hand in hand

Your mission statement also supports your company values. Values are what drives the company to do what it does. A "green" company that values the environment offers green living cleaners. A cosmetic company that protects animal rights sells products free from animal testing. A food company that values a healthy lifestyle sells organic and healthy alternatives to unhealthy foods. Values and missions are directly related. The values your company has it what drives it to meet its mission-its goals.

 

Copyright 2008 Dina Giolitto, Wordfeeder.com Copywriting and Marketing. All rights reserved.

 

 

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