WDWDWWD?
This might look like a keyboard smash or a mistake at first glance, but really, it means:
“Why do we do what we do?”
And that’s exactly what we must figure out in order to have a clear and impactful mission statement.
According to Google, a mission statement is defined as “a formal summary of the aims and values of a company, organization, or individual.” In other words, it is the “why” behind your business or brand.
It sets your business apart from others that may be similar, as long as you do it right. Beyond your product or service, your mission statement displays a human element of your business’s values and purpose.
So, what should your mission statement look like?
Going back to the very first blog post, as always, keep it short and sweet. You want to encapsulate everything you want to say about your business’s purpose in one, maybe two, sentences.
In order for something to be “fluent,” it has to be memorable, as it is remembered through repetition. A paragraph-long mission statement will be less memorable than, let’s say Google’s mission statement: “To organize the world's information and make it universally accessible and useful.”
Also, make sure that your mission statement actually aligns with your business and its values. You don’t want a random sentence about electricity when your business focuses on clothes, do you?
Cognitive ease is the way in which consumers understand a presented message, and it is a combination of many different elements, including your brand name, logo, design, etc. You want your mission statement to be clear as day, matching all the other elements of your intended message.
“Cohesive marketing strategies tell a story, regardless of where the story is being told.”
References:
Sciocchetti, A. (2019, July 28). Cognitive Fluency: The Psychology Secret to Higher Conversions. Retrieved September 01, 2020, from https://www.directivegroup.com/ideas/tools/news/blog/cognitive-fluency-the-secret-to-higher-conversions/
very well written, thank you for this!!!