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Your Mission Statement: the Road Map for Your Good Food Journey
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Everything that we create begins with a reason. So naturally, every brand that pursues the good food journey starts with a vision—a mission worth fulfilling.
Your goal and purpose as a brand is illuminated by your mission statement. A mission statement is a group of sentences, usually one or two, that describes, defines, and sets your brand apart from others in the same market. But these aren’t just sentences you craft following grammar and syntax.
Many mission statements make the mistake of living in the land of vague and generalized comments about striving for greatness. Your mission should be written to capture your essence as a brand. A strong mission statement becomes the driving factor behind your business and its success.
Every good food brand has a story to tell. Embed your mission into your narrative, and you’ll stay true to your core. Your product decisions and the next steps you embark upon as a brand will all follow trails forged by your mission statement.
In this episode, I talk about mission statements and how valuable they are for business. Take a peek into how your mission statements can be used as the core of your marketing materials and strategies.
Virginia Foodie Essentials:
- Mission statements define the driving factor behind the business. - Georgiana Dearing
- I believe that if we're going to change the way America grows food, we have to make sustainable farming profitable, and the way to do that is to make all of the channels that rely on sustainable farming profitable channels. - Georgiana Dearing
- Your options and ideas come up all the time, and when you are faced with a choice, you can always go back to your mission—your reason for being—and decide if the decision fits within your mission. - Georgiana Dearing
- You want your mission statement to be all about you because it's what's driving you, and it's an internal document and not outward-facing. - Georgiana Dearing
Key Points From This Episode:
- Mission statements can be used as tools to leverage your brand’s marketing.
- A mission statement is a sentence or a group of sentences that describe your business in a very specific and unique way.
- Strong mission statements are the driving factor behind strong businesses.
- Mission statements are generally formalized and are internal documents of companies that are not meant to be used verbatim out in the public. From your mission statement, however, you can already formulate your brand’s mission, vision, and values.
- Mission statements need to be unique and specific to what you do as a brand. To be able to craft an effective mission statement, it should include answers to the following questions: who, makes, what, for whom, how, and why.
- Tillamook Cheese is a locally sourced brand from Oregon that is now sold nationally. Their mission shows the path they took to get there.
- Recent good food brands featured in the podcast are mission-centric brands. We can use how they are marketing their mission into their brands as an example of how effectively a mission statement can be carried out through marketing.
- Mission statements should be written in a declarative way.
- While mission statements should be unique and specific to your food brand, it should not be written in a way that is too narrow that there’s no room for your brand to grow.
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