All the Greats have one.
To bring inspiration and innovation to every athlete in the world.
To give people the power to share and make the world more open and connected.
To organize the world’s information and make it universally accessible and useful.
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.
We save people money so they can live better.
Some are simple. Some are specific. But all these mission statements tell the world why these companies exist and what they offer to their consumer. In fact, without telling you which companies these statements belong to, I’m guessing you could figure it out.
Nike, Facebook, Google, Starbucks (come on, that one was super easy), and Walmart are all major corporations who utilize their mission statements to remind their employees and their consumers who they are and what they stand for. Doing so provides direction and focus, and thus long-term stability and growth.
So why don’t influencers do the same?
An influencer is an entrepreneur building a company. They are the CEO, and will eventually, if not already, employee hundreds of people. These devoted workers need direction to make the best decisions for the brand and business.
An influencer is a product/service sold to the public. They must be better than the competition and offer their audience something of value to develop brand loyalty. These consumers need to know why they should buy this specific product over the other guy. Why should they care?
Now, if an influencer sat down to create a mission statement like that of a corporation there would be something lacking. When it comes to a person who is also a product, there needs to be a humanistic tone with personality characteristics and a unique identity. Therefore, an influencers mission statement is really a brand statement. The brand statement derives from the core product, the core narrative, and the purpose of the influencer just as a mission statement would. But the brand statement also reveals the unique personal attributes that engage the appropriate audience.
Other than my clients, I have never met an artist with a brand statement and this presents a problem in the current marketplace. The lack of one tends to create an atmosphere of uncertainty and unhappiness. In daily business interactions, I find team members contradicting other team members and decision makers accepting opportunities that are off-brand. And worse, I see influencers get lost in their own pursuits as either their creativity takes the wheel, or their hired advisors steer them down the wrong paths.
Developing a brand statement for an influencer is paramount to long-term focus and confidence. It reminds them who they are and what they stand for. It rallies their team members around a common goal and legitimizes their daily business decisions. It helps an influencer bounce back and forth effortlessly between their self as a business owner and their self as a product. And, most importantly, the brand statement allows the world to understand why this influencer should matter.
Do you have a brand statement? Is it authentic and competitive?
Yes? Great! Make sure your brand statement lives in a visible spot where it can be seen every day. Check in with your brand statement often to make sure you are on track. Ask yourself if that business opportunity that just popped up in email propels that brand forward. Ask if that employee understands the brand and how it is presented to the consumer.
If, on the other hand, this is the first time you’ve considered a brand statement, try writing one down for yourself or for your client. Remember it should be personable and purpose-driven. A brand statement should be specific enough to separate the influencer from the competition, but generic enough to allow for growth and evolution. After all, a human has no choice but to evolve over time, and their brand will need to maintain flexibility to keep up.
Don’t know where to start or what should be included in a brand statement? Have no fear!
I will be posting much more on the topic in the coming weeks, from how to format a brand statement to what type of information should be included. Sign up for my newsletter now so you don’t miss a thing. It is 100% free - of money and hassle. Together we can create a personalized brand statement that’ll last the long haul and help your business grow.
In the meantime, leave a comment below or jump over to my socials to let me know what you think. If you are brave, tell me your brand statement! I want to hear all about your business and how I can help.