Following is a mission statement from food start-up Smart Mills.
“We exist to positively impact the way food is made, enriching lives and bodies through delicious, convenient foods made from clean nutritious ingredients.”
Mission statements often contain multiple commas and conjunctions; they tend to cast a wide net. As mission statements go, this one is actually modest. It doesn’t try to do too, too much.
Here is a brand strategy claim developed for a cookie start-up:
“Craft cookies, au naturel.”
Almost everything said about Smart Mills could be said about the cookie start-up, but with way fewer words. A powerful brand strategy is indelible. Why is that? Because it’s focused. It is not six things or four things. It’s one big idea. An idea that is a customer care-about and a brand good-at. A brand strategy is comprised of one claim and three proof planks.
The human memory can remember one big idea. And it will believe that idea if proven in an efficient, impactful fashion. So by all means marketers write your mission statements. But when it comes time to selling, blow them up and create the most important selling tool you have at your disposal. A brand strategy.