Last week in my marketing class, we had to evaluate a company’s mission statement. That project got me thinking about how important a mission statement is to a blogging business.
Sometimes we forget the small things that are important to running a business as bloggers. There are so many other projects we have to tackle that we can get sucked into creating content, creating products, and marketing our blogs and lose sight of the minor business elements of running a blog.
That’s where creating a mission statement comes in.
Focus On Providing Value
According to Entrepreneur, a mission statement defines what your business purpose is. It explains why your business exists, who you serve, and what products or services you offer. Since marketing is all about the customer experience—you are here to provide value to your readers and customers—then your mission statement should reflect that.
A mission statement guides your business operations and core values of your business. When you’re wondering about the next product or piece of content to create, you can look to your mission statement for guidance about how to best bring value to your readers.
For example, The Kraft Heinz Company states, “A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants, or on the go.”
In that one sentence, we know the company exists to produce food and that their customers are those eating at home, in restaurants, or on the go. We also know that they provide tasty, nutritious food. In a nutshell, we see why the company exists, what it sells, and who the customers are.
The Kraft Heinz Company goes even further to explain their core values in the final sentence of their about section, which states, “The Kraft Heinz company is dedicated to the sustainable health of our people, our planet and our company.”
(In case you were wondering, I did my analysis of The Kraft Heinz Company 🙂 )
These two sentences can tell consumers a lot about who the company is and what they sell. But more importantly, these sentences help guide the company’s business decisions. If something doesn’t align with the company’s mission, then the company doesn’t sell it.
Creating Your Mission Statement
You’re running a business, so it’s essential that you think like a business owner. That can sometimes be tough when you’re the only person and wearing multiple hats.
Having a mission statement to guide your business helps to keep you focused on what you are providing to your readers. When you know what the core values of your business are and what value you give to your readers, then you will easily be able to create the right content and products to solve your readers’ problems.
Creating a mission statement isn’t difficult. Here are a few simple questions to answer to help you write one.
What is my business?
Who is the customer?
What do my customers value?
What should my business be?
(Armstrong, 2015 p.39)
When asking yourself what your business is don’t answer “a blogger.” Yes, you blog, but that is the platform for your business, not the value you are providing to customers.
The value you provide should combine the tangible with the intangible. You should explain what your business is and include a purpose that gives value to the customer and defines your core values as well.
Another good example is from sweetgreen, “Our mission is to inspire healthier communities by connecting people to real food.”
Like The Kraft Heinz Company, sweetgreen states that they provide food to their customers. We also know from that one sentence that sweetgreen isn’t just in the food business; they are in business to “inspire healthier communities.”
Sweetgreen provides the value of a healthier life by selling food.
And that’s the sweet spot of a mission statement. To show your customers (and yourself) what intangible value you are providing when you sell them your product or service.
Help Your Readers Better Themselves
So, if your business is teaching people how to budget, your mission might look something like this, “I empower young adults to gain control of their financial future by teaching them how to create and maintain a budget.”
Thus, you’re selling them the ability to control their financial future by teaching them how to budget. Being in control of their financial future is a problem that your readers need you to solve. You’re selling them a product or service that gives them the tools to create a better life.
That’s the value your content brings to your readers. That’s the principle that needs to guide your business.
And that’s how a mission statement will enable you to focus on the value you bring to your readers. Your mission will guide your business decisions. You’ll discover what products you can create or services you can offer by reviewing your focus.
If you read most mission statements, they contain a couple of sentences that describe the company, their market, and the value the business brings to consumers. In my opinion, one sentence that clearly states who you are, who your readers are, and how you serve them is all that is necessary, but you can play around with how long you want your full mission to be. However, I would make sure that your first sentence is similar to the above examples, so you have a clear focus on the intangible benefits you offer your readers and by which material means you offer it.
Do you have a mission statement? Share it in the comments below!
Armstrong, G., & Kotel, P. (2015). Marketing an introduction [Pearson digital version]. Boston: Pearson.