Your mission should play an influential role in shaping your business identity, both internally and in public. Instead of identifying particular traits, the brand projects a particular aspirational way of living that customers can align themselves to and therefore become part of their target market. This differs from other brand slogans that directly mention the target market, in the sense that it’s more inclusive. It does this by defining a specific kind of aspirational lifestyle-in this case, those looking to live a plant-based lifestyle.
While it doesn’t explicitly mention dietary designations like Vegans and Vegetarians, Grounds & Greens’ mission still effectively speaks to a specific audience. Grounds & Greens’ mission statement (Source: Grounds & Greens) Why it works: It provides a bridge that gets the customer from where they are to where they want to be.
Mission statement: “Studio 7 Interior Design is dedicated to creating interiors that reflect our client’s personality and lifestyle, by capturing their design dreams and making them a reality.” Finally, it also helps connect you with similar-minded consumers who can act as ambassadors for your brand and your advocacy. If you have an underlying advocacy behind your small business, leading with it in your mission statement accentuates your social relevance and differentiates you from others in the market.
With today’s customers growing more eco-conscious than ever in their buying habits- 44% of consumers are more likely to buy from brands committed to sustainability-more brands are shifting toward an environmentally-friendly approach to business. Axiology’s mission statement (Source: Axiology)Īs with highlighting community impact, your small business mission statement can also be anchored on wider advocacy, as with the sustainable beauty brand Axiology.
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