When you think of a mission statement, you might think of nonprofit organizations or charities before you think of for-profit businesses. Maybe you’ve never thought to write a mission statement for your business before. You might want to consider it though, because business with a cause is the newest evolution of advertising and marketing. “Business as a force for good” is the answer to the 24/7, multidirectional deluge of marketing consumers are subjected to daily. Everything from their morning commutes to the evening news is plastered with sales pitches.
So, how do you make sure they choose you? Meet consumers right where they are with a clear, compelling mission statement. Here are four reasons why your business needs this powerful bit of language.
- Mission-driven is the future of business.
Consumers are increasingly interested in patronizing businesses with a clear mission and cause that aligns with their own values. Certified B Corporations, for example, are independently certified companies that meet rigorous sustainability, corporate responsibility, and cultural equity standards. Articulating your values in a mission statement also allows your ideal customer a sense of agency and choice; their decision to spend money on your products or services is motivated by a feeling that your business isn’t just out to separate them from their money, but that you share their values.
- Every business can have a mission-driven angle.
You can be an eco-conscious clothing company, a farm-to-table restaurant, a law firm specializing in workers’ compensation claims, or a community-focused real estate agency. It probably wasn’t just money that motivated you to start your own business. Whatever it was, your ideal customer cares about it too, and needs to know that you walk the walk.
- Empathy sells.
A clear mission makes your business seem more human-run, which translates to more sales. People buy based on emotions, and making a purchase activates the reward centers in the brain. You want the customer journey to be a feel-good experience. When the dopamine wears off, they’re more likely to be a repeat customer if they know you have similar goals and values as they do.
- A clear mission informs the rest of your brand.
A clear mission statement should be front and center when your customer encounters your business. Using that language throughout your branding materials reinforces your business’s identity and builds credibility. Writing a mission statement when you’re first starting your business or rebranding process can even help you understand what’s important to highlight in the copy, design, and customer experience of your business.
Unsure of your mission-driven angle, or need help writing your mission statement? Reach out to me today to discuss your company’s values and goals. See you on the flipside, with a new, not-so-secret mission.