State the Obvious
Most mission statements state the expected, but they don’t define or defend your uniqueness.
brilliant brands®
show with Justin Keller
Why Mission Statement Don’t Belong In Marketing
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
Do Not Blend In
Most mission statements don’t differentiate your church from another church.
Keep it Internal
If mission statements live anywhere, it’s not in your marketing – it should only be used internally.
Get it Right
The right slogan offers a more effective alternative to your mission statement and increases engagement.
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