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Bringing Focus to your Brand: Mission and Values

by | Jan 15, 2020

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Key Takeaways


Mission and Values FAQs

What makes a good mission statement?

To write a good mission statement be concise, descriptive, and clear. Remember, it’s a unifying goal for your employees and summation of your business to the public. Keep it simple and easy to remember – one or two sentences is generally best for most businesses.

How can I bring focus to my mission statement?

Essentially your mission statement should consist of why your business exists, what it does, how it does it, and who it does it for. By identifying your top three core values you can begin to bring focus to your mission. To begin answer the following questions:

  1. Why does your business exist?
  2. What does it do?
  3. How does it do it?
  4. Who does it do it for?

Download our worksheet for a step-by-step process on how to write a good mission statement.

How is mission statement different from a vision statement?

A mission statement describes your business’s purpose for existing. It’s a unifying goal for your employees and summation of your business to the public.

For example, our mission statement at Benu Creative is: “We exist to help businesses discover who they are and to promote a relational and ethical working environment that doesn’t compromise quality of work or life.”

However, a vision statement describes what your business hopes to achieve in the future – Its ultimate goal. It lays out what your business aspires for its audience or even the world once its mission is complete.

An example might look like: Alzheimer’s Association: “A world without Alzheimer’s disease.”


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