Have you had that moment yet when life and business got so hectic, so messy that you felt like throwing your hands up in the air in defeat? This is an inevitable moment every business owner will face... on many occasions, no doubt.
When that time comes, it’s important for us to remember our why.
Why do you do what you do? Why do you get out of bed for this, day in and day out?
When we share our why behind the business, we are creating an opportunity for emotional connection with our audience.
“People don’t buy what you do, they buy why you do it and what you do simply serves as the proof of what you believe.” - Simon Sinek
When our brand is rooted less in our WHAT and more in our WHY, we make room for intentional growth. That is why having a clearly defined mission statement and core values to speak to and hone in on with your audience is key to having a successful brand & message.
What’s your greater purpose, your intention, behind your business?
Your mission statement will not only ground you in your purpose, but it will also enable you to speak with clarity to your audience. Furthermore, it empowers you to make intentional actions and choices that will continue to serve your business.
These are the first key steps to creating a cohesive, refined brand.
As you begin to craft your mission statement, keep in mind that it should be a 2-3 sentence snippet into the deeper purpose of your business- keep it short, sweet, and impactful.
Here are some of the mission statements from my favorite brands:
liveABLE: “ABLE is a lifestyle brand focused on ending generational poverty by working with women who have often overcome extraordinary circumstances. We manufacture directly in the communities we wish to impact, both locally and globally, creating jobs and ending the cycle of charity dependency.”
Causebox: “We don't just support brands that give back. We also give back. We partner with and serve different charities to help them raise funds, reach more people, and tell their stories of empowerment and impact.”
Marina De Buchi: “We believe that it’s not the jewelry that will change the world, but the women who wear it. Through our jewelry designs, we seek to empower women. We encourage them to express their individuality, inspire positive change and support them in their life journey." (They donate donate 10% of every purchase to The A21 Campaign, a global non-profit, non-governmental organization that works to fight human trafficking and abolish slavery everywhere!)
Here’s mine: “Kait Clarke Creative was founded with a simple mission: to strategically craft intentional brands for small businesses, so that they can focus on inspiring, motivating and uplifting people & communities. We aim to tell unique stories through impactful visuals and thoughtful design.”
Remember- when the waters get murky & you feel lost in "the messy in-between," read over your mission statement (say it out loud, even) and remember your greater purpose.
The best way to get to the bottom of your values is by examining what gives you energy, what brings you life.
Think about the last six months of your business. Do you remember some of your favorite days? Some of your least? Walk through those days as much as you can in memory and try to pin-point what “filled your cup” and inspired you to keep going.
What empowers you, and motivates you, about your business?
The core values of a business are great to keep you on track not just in your business choices, but in your message. When you are struggling to find something to say online, talk about a value in your business and how you apply it daily to business practices. Your audience will appreciate your transparency and will likely identify with it on an emotional level.
To get you started, here's an example of KCC's core values:
Genuity- stay true to who I am + let it guide my business as its moral compass Intentionality- every shot, every kern (design lingo), every interaction Liberty- “I am the master of my sails” ... I decide who, what when & where I choose to work with, always. Creativity- let it be the core of every choice + where my energy flows from Quality- do what you do, and do it well Simplicity- In. Everything.
Having your mission statement and core values clearly defined are pivotal to creating an intentional, cohesive brand. Next week we’ll dive into how to use these defining principles of your brand to hone in on and speak with impact to your ideal audience.