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ASF Evaluation
Your mission statement should speak to the “umbrella” that covers it all. Someway or another directly adress what you do.
A mission statement should be a down to earth description of the value that your company provides. Answer the simple question – what does your company strive to do?
Aim to be energizing, inspirational, and memorable. Rather than taking a bland, objective, and scientific approach, strive to build an emotional connection with your prospects.
Showcase your company’s personality and to stand apart from your competitors. What makes your company unique?
Mission statements should be enduring and build to last through your company’s changes in direction. The continuity is important for resonating with your audiences and maintaining a consistent brand image
1. Substance over vagueness
2. Clear and focused
3. Emotional appeal
4. A Brand Persona
5. Longevity