The other evening I had the pleasure of consulting a new business who really wasn’t clear on their mission. It’s not uncommon for company’s that have been around for ages not to know why they really do what they do so a newbie may have trouble with singling out their mission, tagline or purpose. What about you?

Mission statements are your company’s mantra, the sole reason you get up in the morning. In Guy Kawasaki’s The Art of The Start, he outlines that a mission statement doesn’t have to be difficult. Afterall, have you checked Google’s mission statement? Nothing a rocket scientists had to write, bit it conveys their mission to make information readily available to the masses. And that Google does well.

A tagline on the other hand is more like a marketing nugget that captures that mission and maybe a description of your product in a way that would set your company apart from others. A favorite tagline is Nike’s “Just do it.” Or another familiar tagline, albeit simple is Kaiser’s “Thrive.” Both captures what they want to bring to the customer, the result they can expect. Both are simple and easy to remember.

What can help you come up with an appropriate and heartfelt mission? Being clear about how your product or service will change the world is a start. If your water filters will bring about health to your neighbors and has minimal impact to the environment, say that in your mission statement. If your event company brings unique experiences that encourages happiness, say that and most importantly live it with the service you deliver.

Your mission statement may or may not be readily marketed or published but your organization should be aware of why they work on the projects they do and be very clear that they are a part of a “mission” no matter how big or small a part they play. This does much for motivation as long as your mission remains theirs.

Make your tagline equally as meaningful. Research words and phrases and experiment with copy that affects your customers buying behavior. How does, “Doesn’t it feel good to Payless?” or “Sea Food Differently” match the objectives of Payless Shoe Source and Red Lobster? Would you say both these taglines are clever and leave an impression on their customer? You’d want the same for your company.

Ultimately, whatever mission statement, tagline or marketing copy you decide on, it should be impactful, and ring true. It doesn’t have to be complicated or long, I mean, who has time to remember a long mission anyway. Tsufit’s Step Into The Spotlight helps you rethink your business and your marketing and urges thinking of things like you’re in show business. Nobody ever was memorable by having a weak or boring mission or tagline. Approach crafting both with that in mind.

Research other mission statements or taglines. See how they are composed. See if they move you or your staff. See if they move your audience. Most of all, make sure you can imitate their truthfulness and brilliance when you compose yours.

Do me a favor and comment below  with both your mission statements and taglines along with a brief description of what you do and who your target market and purpose is. I’m sure yours will knock ’em dead! I’d love to be inspired by what you’ve come up with!

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