By Amanda Drum

Courtesy: Ian Schneider

In a world where attention spans have hit an all-time low, audiences want to get to the point of any message they read as quickly as possible. Whether you’re launching a new enterprise or dusting off a legacy brand for a new era, a well-crafted company mission statement serves as a guiding beacon to align teams, grab customers, and define a brand’s purpose. 

However, as most messaging goes, it’s far easier said than done. Here are five pointers as you approach the first of what may be many drafts of an impactful mission statement–or “boilerplate” if you’re a media maven:

• Conciseness is key

Begin with a clear and concise expression of your company’s purpose. Remember: “priority” is singular and “priorities” is a paradox. Find your company’s singular priority purpose and lead with that message. Avoid jargon and complex language that may confuse readers spanning employees, stakeholders, journalists, and the general public.

• But don’t be boring

With your priority message out of the way, inject your company’s tone of voice. What ~ vibe ~ does your company have–or better, does your target audience have? Are you a Gen Alpha-targeting fashion startup or a century-plus-young financial company? From step one, keep the message aligned with the voice of your ideal readership to build trust in your brand. A mission statement that resonates emotionally will foster a sense of purpose among your team and resonate with customers.

• Manifest it

A well-crafted mission statement doesn’t just say who you are now; it says who you want to be. Not to mention that most mission statements and boilerplates, by definition, don’t require wide-spanning revisions every few years. To avoid confusion, hand-wringing, and constant edits, choose an unwavering priority that will stand the test of time and speak to the company you want to remain one, five, and ten years from today.

• Say what you mean

Your mission statement should reflect the true essence of your company. Avoid generic statements that could apply to any business. Instead, highlight what sets your organization apart, whether it’s a commitment to innovation, sustainability, or exceptional customer service. Authenticity breeds trust, and trust is the foundation of lasting relationships.

• Kill your darlings

One person can’t and won’t craft a mission statement for their entire company. Colleagues and employees all should have a say in what the company represents and where it’s headed. While it would be impossible to involve hundreds of ideas in one short statement, collaborating with as many key stakeholders as possible on revisions and language can help unite the entire company under one banner, instilling team-wide enthusiasm.

Mission statements might be a required component for any business, but building one forces companies to ask pivotal questions about their brand, what it stands for, and what it will become long-term. Writing a boilerplate proves a beneficial practice that gets everyone on the same page (literally) and makes the whole company feel a part of its long-term success.