Many times a new client will call me and say, “Jennie, I need a brochure” or “Jennie, I need a marketing plan.” And I always say great- let’s talk. I start these meetings with two simple questions: "Who are you?" and “Why do you do what you do?” Now these might seem like deep questions to be asking someone I’ve never met before, but the truth is, I believe that if a client can’t answer these fundamental questions, a brochure or a marketing plan may not be what they actually need. In order for a marketing plan or strategy to be executed powerfully, it must be based on something deeper than what it is you are selling or what service you are providing. It must be based on who you are and why you do what you do.

So for example, there are tons of graphic designers in Portland. Why would they choose you? Well, assuming that you are as competent if not more so then your competition, then what your potential client is looking for is whether they like you, whether you “get” their company, how you will work with them, why you’re different from your competitor, etc.  A clear mission and message puts you light years ahead of many and allows you to quickly build relationships with future clients.  

The foundation of any marketing strategy is your mission.  You must start here. Now I’m not talking about how much money you want to make, or a lengthy list of platitudes that may or may not resonate with your employees or clients. I’m talking about the core, bone deep reason your company exists: Your company’s reason to be on this planet. I’ll give you a few examples –

• We nourish and delight everyone we serve." (Darden Restaurants)
• We unlock the potential of nature to improve the quality of life. (ADM)
• We help all people live healthy lives (Bristol Myers Squib)
• We are the easiest pharmacy retailer for customers to use. (CVS)
• Serve with Love (Burgerville) 

A few tips on creating a great mission statement:

1. Keep it short! You want people inside AND outside of your organization to be able to tell who you are and what you’re about.
   • Long Statement: Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations  must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers. As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to bookselling which are consistent with our evolving aspirations. Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service. (Barnes & Noble)
   • Short Succinct Statement: Mental Health Mission Statement: We transform lives.
2. Be sure that EVERYONE in your organization knows what your mission is and can articulate it powerfully on the company’s behalf.
3. Remember that a mission statement is about who you are and what your customers can count on you for. A mission is not your vision, not your goals or objectives and it isn’t something that you’re working towards. It is who you are on the day you open your doors.

Once you’ve got your mission clearly defined and your employees enrolled – NOW is time to look at what strategies you need to employ to share who you are with the world. Some might say, that the process I just outlined is time consuming or not necessary. Here’s the bottom-line. If you are clear about who you are and why you’re in business- you are going to save boatloads of money and even more sanity when it comes to creating and executing your marketing plan.  

I’m going to finish up by giving you a few ideas about how to ensure that your marketing plans are an authentic representation of who you are:
 

• Always tell the truth.
• In order to avoid green washing keep the following in mind:
  • Understand and be able to explain all of the environmental impacts of your business/product across its entire lifecycle.  
  •  Share your journey- both the opportunities and the challenges with your customers. Encourage them to join you on that journey. It will create relationship with them and build trust knowing that you face the same challenges that they may be facing.  
  •  If and where possible seek out third party eco-labeling and certification programs, such as EcoLogo^CM and Green Seal to legitimize your marketing claims.  
  • Avoid using vague or ambiguous language. Words like “all-natural” or “environmentally friendly” are misused by many and could create distrust with your clients. 
  • Look for ways to partner in your community. School events, picnics, conferences are a great way to get your name out there, for little to no cost. Most of us are inundated with requests from non-profits and schools seeking our time, energy or resources. Look at this as a creative way to market your business. Choose events that fit the type of customers that you want to know you. I think my partners on this panel will talk a bit more about that.  
  • And finally, create strategies that are fun for you to execute. If it feels like a drag to you, that’s how it’ll land for your customers.

Feel free to contact Mission First Marketing if you'd like to have a conversation about how we can help you create a mission statement that creates results for your company.