Whether you’re developing a new idea into a fully formed brand or improving upon an existing brand — a mission statement is a key brick for the foundation of your project.

A mission statement explains in simple and clear terms the purpose of a company or project. It is a written statement, usually one long sentence or a very short paragraph, and should summarize and speak in broad terms.

A mission statement is used internally when you’re building a brand and a business plan and should be presented to employees and team members so that everyone has a clear understanding of who the organization is and what it’s doing. It’s also used in public-facing ways such as on the website, in the pitch deck, on pamphlets and fliers, on social media, etc….