Why Mission Statement Don’t Belong In Marketing - Brilliant Brands®

brilliant brands®
show with Justin Keller

Ep.12

Why Mission Statement Don’t Belong In Marketing

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inside this episode

Resonate and be remembered

Traditionally, we have been taught that a clear mission statement is a critical component of your organization’s communication. Is it possible that we’ve given the mission statement too much of a priority? In this episode, I challenge you to reconsider the way you use your mission statement – if you even still utilize it at all. You will learn a more effective alternative to your mission statement and I will give you real big brand examples of this. Simplifying your message doesn’t diminish your purpose. Instead, it increases the chance that your purpose will resonate and be remembered.

application

the big ideas from this episode

1

State the Obvious

Most mission statements state the expected, but they don’t define or defend your uniqueness.

2

Do Not Blend In

Most mission statements don’t differentiate your church from another church.

3

Keep it Internal

If mission statements live anywhere, it’s not in your marketing – it should only be used internally.

4

Get it Right

The right slogan offers a more effective alternative to your mission statement and increases engagement.

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