A great mission statement clearly communicates purpose and direction. Whether you’re a solo business owner running your own promo company or you’re on the executive team of a larger business, it’s important to have a strong mission statement to provide clear direction and define what sets your business apart.

Your mission statement doesn’t need to be long to be impactful. In fact, Suzy Stein, an HR consultant who contributes to the American Express blog, says by keeping your mission statement succinct, you can guide your business without limiting it.

We share Stein’s thoughts on the key components of the best mission statements in this issue of PromoPro Daily. Read on for guidance on how to write yours from scratch or to refresh an existing mission statement.

Element No. 1: Purpose. Think through the reasons why you started your promo business or why your company exists. What purpose do you serve? Stein says you shouldn’t be overly broad, but you also shouldn’t tell your whole life story. Aim to achieve a middle ground when defining your purpose.

Element No. 2: Value. People want to do business with you or join your team because they feel you can add value to them in some way. Make sure your mission statement clearly explains how your company can add value to people’s lives.

Element No. 3: Inspiration. Is your mission statement a jumble of jargon or does it spark emotion in people? Stein says it’s good to give your mission statement some edge and personality and aim to craft something that’s energizing, memorable and inspiring.

Element No. 4: Plausibility. Your mission statement should be believable. Stein gives the example of how a hair salon wouldn’t promise to cure clients’ every ailment, but it can help people feel great about how they look. Explain how your promo business can help clients elevate their marketing efforts, build brand awareness, recruit new candidates and all the other ways you can help them.

Here’s a mission statement example that Stein likes:

Honest Tea states, “To create and promote great-tasting, healthy organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.”

She says it’s great because it clearly explains the brand’s purpose and defines what makes it special: honesty, integrity and sustainability.

Any potential client, employee, vendor or other business partner who sees your mission statement should get a clear picture of your company’s vision and values. When you incorporate the elements above into your mission statement, you can help drive your business strategy and attract the right customers.

Compiled by Audrey Sellers

Source: Suzy Stein is an HR consultant who specializes in regulatory remuneration.