Last week, I said we’d discuss mission statements this week, but once I began researching and preparing for this week, I noticed that one study suggests that we start with our purpose in branding, and I think that is a great idea. In copyright, we often stress the importance of mentioning what problem our business solves. Why do people need us versus just what we provide?
Therefore, I thought it would be a good idea to make this our next installment for this blog series. We all have great ideas, but what I later learned in business and wish someone would have told me earlier on, companies make money when they solve a problem… and it doesn’t always have to be a big problem, but there has to be a reason why you exist. It’s your purpose.
We’re going to follow the model below.
A PURPOSE statement answers WHY we exist
A VISION statement answers WHAT we aim to achieve
A MISSION statement answers HOW we plan to achieve this vision
So what is the purpose of your business or brand? Why do you exist? Do you sell statement tees to give a voice to the voiceless? Is your skincare line the solution to oily skin outbreaks? Does your coaching program teach authors how to maximize off their work?
Your purpose statement should be clear and direct.
SwagHer Magazine’s purpose is to change the way Black people view themselves to rise from marginalize communities and develop a mindset of royalty and wealth while educating them to grow a profitable business to be self-sufficient through positive media and storytelling.
That’s our purpose. That’s why we are here, unlike Marshawn Lynch (just a joke, I like Marshawn).
But that purpose is fueled from years of living as a marginalized citizen and former teen mom from a rural Mississippi town. I lacked seeing images and reading stories like the ones SwagHer Magazine provides today, and I wish I had.Â
Our purpose statement is equally as important as our vision and mission statement, and it helps the whole team know it because it keeps us grounded and centered. Everything should flow back to the purpose of existing so that the brand’s message is consistent and reflected in all that you do.
I must admit ours may be a little lengthy. The statement shouldn’t be too long, but it should be concise and goal-oriented.
It’s also important to mention that the purpose may change over time or evolve, so continue to update it as needed, respectively, of course. If you keep changing it, that should be an indicator that you may be doing more than veering off course, but more like moving funny. Â
The better you can define your brand and what it stands for, the better you can brand your business.
So before you begin picking colors and purchasing logos, be sure you know these things so that everything can align across the board.Â
If you have a problem writing your purpose statement, which shouldn’t be too hard, because only you and your team may know this like the back of your hand, schedule a consult with me, https://swagheronline.com/schedule-a-consult/.
