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Does a Company’s Mission Statement Play a Role in Marketing the Brand?

The true purpose of a mission statement is…

This series revisits the basics of branding and marketing by answering questions marketers, entrepreneurs and small business owners face when growing their business. I hope this series provides you with knowledge to think smarter and a nudge to make stuff happen.


Does a Company’s Mission Statement Play a Role in Marketing the Brand?

The true purpose of a mission statement is to help a company make appropriate business decisions. It’s a decision-making compass for a business and not a marketing blueprint.

For example, the old Starbucks Coffee mission statement included six guiding principles to help the company make appropriate decisions. One principle stated: “Provide a great work environment and treat each other with respect and dignity.” That helped guide Starbucks to make better business decisions about internal company culture matters and H.R. stuff.

Another principle in the old Starbucks Coffee mission statement stated: “Recognize that profitability is essential to our future success.” That helped Starbucks make more responsible financial decisions as the company grew its business.

If a company’s mission statement shouldn’t serve as a marketing blueprint for a business, what should play that role?

It should be a company’s Brand Style Guide because it serves as the marketing blueprint for how a company expresses its Identity, Personality, and Authenticity.


REVISITING THE BASICS | archive

#01 | How Should a Brand be Defined?
#02 | What’s the Difference between Branding and Marketing?
#03 | Is there a Difference between a Company Name and a Brand Name?
#04 | Does every Brand need a Unique Selling Position?
#05 | Do Consumers Really Feel Emotional about Brands?
#06 | How should “Brand Personality” be Described?
#07 | Are Taglines Important? Why or Why Not?
#08 | Are Logos Important? Why or Why Not?
#09 | Can a Brand be Built without a Large Budget?
#10 | Why is a Brand Style Guide important?
#11 | What are Key Components to Include in a Brand Style Guide?
#12 | How Rigid Should a Brand Style Guide Be?
#13 | The Brand Style Guide is Built. Now What?
#14 | What Matters Most to Consumers: Brand, Price, or Convenience?
#15 | Does a Company’s Mission Statement Play a Role in Marketing the Brand?

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