Define the value proposition: With the Mission Statement Template

What is a mission statement?

The mission statement formulates the value proposition. It summarizes the concrete added value that customers experience when they use the brand’s services. Accordingly, the corporate mission is aimed primarily at external parties. Well formulated, the mission statement functions as an elevator pitch that arouses curiosity and positions you and your brand as a guide.

Why is a mission statement important?

A mission statement communicates the solution to a problem or challenge that target groups are facing. It thus provides orientation both externally and internally. It makes it possible to identify at a glance who an organization or company’s offering is aimed at and whether it is relevant. A well-formulated mission statement supports brand positioning by placing the problem, solution and success for customers in the context of the brand.

What is the difference between mission and vision?

Mission vs. vision: In many companies or their brand mission statements, vision and mission are not clearly distinguished from one another in terms of formulation and function, also because the terms are occasionally used synonymously. It is common and sensible to put into words in the mission statement the added value that customers experience through the purchase of products or cooperation with the company. It is therefore aimed primarily at customers and partners. A vision statement, on the other hand, is aimed primarily at the company’s own employees and contains the goal that the company is striving for in the medium term. The vision is more or less a guiding star and is intended to motivate employees to position the brand successfully in the future.

Mission Statement Template

The mission statement describes the value proposition. It summarizes the concrete benefit that customers experience when they make use of the brand’s services. Accordingly, the mission is aimed primarily at customers. Well formulated, it functions as an elevator pitch that arouses curiosity and positions you and your brand as a guide.

How to formulate a good mission statement:

• The formula: Problem Customer + Solution Brand + Success Customer = Mission Statement
• Be as brief as possible: Every employee should have the chance to internalize the mission statement.
• Be specific: It must be clear to everyone what the problem is that the brand solves and what the customer gets out of it.
• Don’t overload: Focus on the main problem you are solving for the main target audience.
  Communicate the mission statement: On average, a person needs to hear a message eight times before they can remember it.

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As a branding agency, we develop a brand strategy that creates identification potential for customers, partners and talents. With a brand workshop and brand consulting, we jointly develop the foundations for consistent, strategic branding – for a brand that makes a difference.

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