How Your Mission Statement Empowers Your Marketing
The Kate Show | Episode 069
If you're ready to develop a mission statement for your interior design, home staging, or workroom business - one that cuts the fluff and focuses on the heart of what you do - stay tuned. This episode of The Kate Show takes a magnifying glass to the often overlooked mission statement and analyzes why it is a necessary component of every successful marketing strategy.
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What Exactly is a Mission Statement?
Mission statements confused me for the longest time. I thought they were vague statements of intention that businesses wrote to look official and serious, neither of which interested me. Once I became clear on who my ideal client is, however, that perspective completely shifted.
My understanding of mission statements blossomed into a realization: Mission statements are the heart of a brand. They contain the WHY for being in business, the passion behind every service I offer, the things that anger me about my industry and the things that I consider to be non-negotiable aspects of doing business.
Entrepreneur Magazine describes a mission statement as, "A sentence describing a company's function, markets and competitive advantages; a short written statement of your business goals and philosophies."
While I don't disagree, I do think the full definition of a mission statement is so much more. In fact, it is something so personal that you should be incorporating it into your bio or the About page of your website. Your mission statement is not separate from you, but part of you, the thing that makes your late nights and tight deadlines somehow worth it.
To give you an idea of what I mean, check out my mission:
My goal with Socialite and its associated brands is to bring high quality marketing at a real-life price points to as many interior designers, home stagers, and workrooms as possible, while also showing them how to find their inner confidence, which is sets the foundation for all good marketing.
I get fired up, passionate, and frustrated when I meet new clients who have been taught that marketing is difficult, that there is no way they can do it themselves, and that "good" marketing will always be expensive. My mission reflects this passion and is built on my core beliefs.
How to Craft a Mission Statement for an Interior Design, Staging or Workroom Business
According to Inc. Magazine, "There are four key elements found in effective statements: Value, inspiration, plausibility, and specificity. " Let's discuss what these four elements look like within a home industry business.
A good mission statement is about your ideal client, not about your business. Your statement should include what's "in it" for your clients, the results they'll get from working with you, and / or how they'll feel because of working with you.
A good business owner has a dream not just for herself but for her clients. In what way do you want your clients to be inspired through your services or products?
A good statement is realistic. If you said your mission was to design kitchens that never needed to be cleaned, you wouldn't be trusted or taken seriously. Think about what you are promising your clients in your mission statement. Hold it to a high standard, but not so high that you will constantly struggle to back it up.
A good business is specific about who it serves. Businesses that have a poorly defined ideal client (just focusing on client location and budget alone) will have a difficult time crafting an impactfull or helpful mission statement. If you aren't sure who your idea client is, you need to figure it out before crafting a mission statement.