Business Mission Statement

When trying to come up with a mission statement for my brand, I first asked myself what exactly was a mission statement? Of course a brand’s vision and the motives behind them are all part of such a statement but it still is important to understand what is meant and desired when creating a mission statement. According to Gary Armstrong, the mission statement is, “A statement of the organization’s purpose—what it wants to accomplish in the larger environment.” (Marketing An Introduction, Gary Armstrong, pg. 39) From there, I had to keep in mind that this mission statement could potential make or break my brand. A good mission statement provides the company with a cohesive foundation to build around. “A clear mission statement acts as an “invisible hand” that guides people in the organization.” (Marketing An Introduction, Gary Armstrong, pg. 39) On the other end of the spectrum, a bad mission statement, one that is unclear, can confuse the masses and deter potential supporters no matter how good the product. With that in mind, my mission statement is as follows “To provide the consumer with an affordable, quality product. If you have an appetite, you are our consumer.” The next step, naturally, would be to identify the marketing plan needed to achieve what I stated in my mission statement. Each step would constantly have to be compared next to the mission statement to ensure that it makes sense and adds to what my brand stands for. Any drift from the mission statement is an opportunity to create disconnect within the company. The most significant parts of the mission statement would be the affordability, the quality, and marketing to the consumer. Those would be the core values that would make up the brand. Consumer encompasses a broad spectrum of people—the bars we would supply to as well as those folks who would purchase the product at grocery stores. Basically, it includes anybody who is in contact with the product at all. If you have an appetite, you are our consumer.