Don’t Confuse Brand with Mission

I was recently advising a colleague on writing a brochure. The goal was to attract potential clients to purchase their products and consulting services. The first drafts she showed me proudly proclaimed the mission statement of their organization, which, if it were an academic or non-profit institution, may have made sense. But it did nothing to communicate the company’s positioning, their persona, nor did it answer the “what’s in it for me?” for the potential client.

The desire to communicate mission statements seems very strong in corporations. Even Disney has their mission statement front and center on their corporate page. But do you know what? NOBODY CARES ABOUT YOUR MISSION STATEMENT! OK, maybe the upper levels in your organization care. It’s doubtful that other departments in your company care. And even if they do, can’t we all just fill in the mission statement blanks…”to be the premier provider of X in the entire world!”

Instead of a mission statement, make sure your marketing collateral communicates the value proposition you have for your client, exactly what you are offering, and why they should choose you over other alternatives. A great way to do this is to pose a question that relates to a problem they need to solve or an opportunity they could easily benefit from.

Use language, colors and images that project your brand persona. Professional and straightforward or creative and irreverent? Let your brand personality come through, even as you provide the compelling hook and clear call to action..

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