Is the Brand Mission – Mission Impossible?

Often named as one of the best action franchises to date, Mission: Impossible is the?17th-highest-grossing film series of all time. When the seventh movie that hit the theaters this summer got excellent reviews, it got us wondering – isn’t it just like a brand mission?

The movie follows the daring adventures of Ethan Hunt and his team from the Impossible Mission Force. Their mission, should they choose to accept it, involves taking on high-stakes, covert operations to crush international criminals, terrorists, and other threats to global security.?

Just as the characters in the movie face unexpected challenges as they race against time to achieve their objectives, every brand has a mission they strive to accomplish. While it might be less dangerous and more gradual, don’t be fooled – it is equally important.

What is a brand’s mission statement?

Just as the question reads, it’s a statement. One that broadly explains how the brand vision will be achieved. It preserves the purpose and objectives of the business, encapsulating its futuristic dreams and guiding the team toward the goal.

A well-crafted mission statement not only helps the employees understand what the future holds, provides guidance for the business leaders when making decisions, but attracts the talents whose values align with the brand’s and add to the customers’ trust. The brand mission is the second step of strategically defining the brand’s identity.

Let’s look at a few examples, shall we?

Tesla wishes “to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”?

Google is determined “to organize the world’s information and make it universally accessible and useful.”?

Each of these mission statements serves a specific purpose and reflects the core values and aspirations of these brands letting us peek at how they will make it a reality. Tesla’s mission statement reflects the company’s commitment to sustainability in the electric vehicle industry, emphasizing the fast-paced innovation creation. Google’s mission statement emphasizes its goal of providing valuable information to people around the globe by applying a systemic approach.

While Tesla and Google have different missions, they share a few common elements in their mission statements that position them for success:

• Purpose:?They all express a clear sense of purpose, explaining the brand’s existence and its aims.
• Customer-Centric:?Each mission statement mentions the people it serves, emphasizing the needs of either its customers or the whole global community.
• Inspiring:?They excite and motivate both employees and customers to wish for the future and support the brand through its journey.?
• Realistic: While the mission statements encourage to reach for the sky, they are not completely detached from reality – they know exactly what problem they solve and how it is significant to their audience.
• Aligned with the business: A simple yet often overlooked aspect of mission creation is ensuring the mission is achievable due to the brand’s line of work. Tesla would not succeed with Google’s mission statement as well as Google with Tesla’s because they are in completely different fields.

How to create a persuasive and meaningful mission statement that sets your brand apart?

While not all mission statements are created equal, there is a way we love to compose them.?During our creative workshop, we ask the brand’s team to answer 4 questions that help them pin down the reasoning behind the brand and have a clear idea of where they stand now.?

Grab a pen and a piece of paper and start by thinking about your brand:

1. What do we do?
2. How do we do it?
3. Who do we do it for?
4. How it helps them?

Limit yourself and your team members to answer the questions with no more than a few words. If there are a few things you want to point out, try to pick the most important one. Keep in mind that the answers should reflect the brand vision like a step-by-step guide on how it will be achieved.

After finding the answers, rearrange them to make a readable sentence that starts with “We will achieve our vision by…”. Depending on the size of your team, you should have at least 5 mission statement options, which can be further refined until you reach the one that best represents the brand.

Important note: periodically reviewing and revising the mission statement as the brand grows helps with always being ahead of the curve.

So, creating a meaningful and effective brand mission statement is far from being an impossible mission. Although it has certain tips and tricks (that you just had a glimpse of), the process is rewarding. Yet, if you struggle with it, know that you don’t have to do all your stunts alone. _and unicorns are always ready to be your Tom Cruise. We are ready to do the stunts for you.