If you’ve read “Successful Senior Leader Branding” then you know how important it is to align your personal brand with your goals and aspirations. Synchronicity is key if you want to put a big dent in the universe.

Writing a mission statementAs an executive-level leader, establishing departmental or organizational goals, policies and procedures so that your team can effectively execute their tasks at hand may be up to you. Whether the company you work for is a start-up in need of a mission statement or an established corporation in need of a rejuvenated statement – the five steps below will help you create a mission statement that aligns with your company goals and inspires those working to accomplish them.

1. Search for sample mission statements.
Some mission statements are more like slogans while others are more like stories. Identify a style or voice that resembles your corporate culture, how your peers and subordinates speak. If you review Google’s mission statement below, it doesn’t waste any time getting to a value proposition as Google is also a widely-known name.

“Google’s mission is to organize the world’s information and make it universally accessible and useful. Our company has packed a lot into a relatively young life. Since Google was founded in 1998, we’ve grown to serve millions of people around the world.”

2. Identify WHY your company exists. Time to ask yourself a few questions.
– What do you offer?
– Who do you offer it to?
– How do you offer it?
– What problem does your company solve for customers?
– What motivates employees to come to work every day?
– How does the business provide a return for stakeholders/investors?
– Is there a “company story” told often internally or externally? What is it?
Write out all of your answers and string them together. Notice a common theme? The common theme should point to your company’s value proposition – how you make clients’ lives better.

3. Elimination
If a phrase does not align with your company’s value proposition – delete it. If you have introductory clauses, words or run-ons – delete them. This statement is designed to inspire and inform. Word choice is also critical; use dynamic synonyms and common language in place of office jargon.

4. Peer Review
You may have already delegated the writing of the mission statement to some very capable hands on your team (hopefully). Have 2-3 variations up for review by another executive, employee, and customers should you decide to create a poll.

5. Final Product
Take in all the feedback; the mission statement is all about inspiration and alignment with the company’s brand purpose. Remember this as you and/or your team perform final edits.

Familiar with your company’s brand purpose but still searching for your own? Learn how to declare the right affirmations, ask yourself the uncomfortable questions and manifest your personal greatness by reading my book, Hangin’ Round The Barrel: How to Get Paid Everything You’re Worth, And Be Worth Everything You’re Paid.

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Art Jackson, Professional Speaker, Executive Coach

Art Jackson

Art Jackson is a professional speaker and executive coach. He is a recognized expert in the areas of leadership, performance improvement and interpersonal skills.

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