Writing a Powerful Mission Statement for Your Small Business

May 22, 2023

When researching your small business, one of the first things consumers look for is your business’s mission statement. They want to know the what, how, and why of what your business does. It’s important to have a clear, concise, and impactful mission statement to engage consumers and show them what your business is all about. 

What is a Mission Statement? 

A mission statement describes a business’s purpose for existing. It explains what your business strives to do and why that work is important. Your small business’s mission statement should highlight your business’s target audience, offerings, and values. It should convey what makes your business stand out from its competitors.  

Tips for Writing a Strong Mission Statement 

  1. Keep it short. When writing mission statements, less is more.  Effective mission statements are one to two sentences maximum. 
  1. Avoid fluffy language. It’s tempting to beef up your business’s mission statement with buzzwords, but for this style of writing, simpler is better. Say what you mean and use just as many words as you need to get your point across, no more. 
  1. Appeal to both facts and emotions. Your business’s mission statement should be authentic, informational, and meaningful. It shouldn’t be so plain that your business seems detached from its values, but it also shouldn’t be so sentimental that it seems ingenuine. Giving a simple description of what your business does and the values behind it will help you achieve the right balance. 
  1. Ask for input, but not too much. Employees who are at the frontlines of your business can offer valuable feedback for what your business does in comparison to what your business leaders perceive the mission to be. Just be careful not to consult so many people that it becomes impossible to agree on a final draft. A “Too many cooks” situation won’t get you anywhere.  
  1. Don’t forget to proofread. The mission statement is often consumers’ first impression of your business. One mistake can damage your business’s credibility and cost you a customer. It’s important to conduct multiple rounds of review on the mission statement to prevent any little mistakes from slipping through the cracks. 

For example, Lendistry’s mission is to provide economic opportunities and progressive growth for small businesses and their underserved communities as a source of financing and financial education. As your business evolves over time, your mission statement should, too. The mission statement should always reflect your business’s current activities, values, and goals.