Branding 105- Mission Statement vs Brand Statement

mission statement vs brand statement

Read through Branding 101- 104 first if you haven't already:

Branding 101- You, Your Niche and Your Target Audience

Branding 102- Visual Branding

Branding 103- Sharing Your Story

Branding 104- Keeping Your Brand Consistent + Visible on Social Media

We’ve all heard of a mission statement and having a business or organization of any kind calls for one. At some point, you’ll have to have it listed on your website or through business paperwork and internal files. 

I had already launched The Bronze Hustle before I came up with the formal mission statement. I had an idea of what it would be and what the brand would become long before I actually tied those loose ends. It wasn’t until I wanted to bring on at least one intern that I realized that I couldn’t just explain TBH casually to someone who was learning about it for the first time and who would be helping to push the brand. For anyone learning about your blog or your business, they need to have a concrete idea of what you do and what you stand for, especially if you ever plan to work with them like an intern or business partner of some kind.

If you haven’t written your mission or brand statements yet, it’s actually okay because I realized that with waiting to write a formal one, it was a lot stronger once I realized the direction the blog was heading.

Now with your brand statement, it will be a reflection of what your brand does for its followers, readers, customers etc. The mission statement is for you to stay on task with your inner work and organization as a whole. The brand statement makes things clearer for the people who will interact with your brand.

Here’s an excerpt of TBH's Mission Statement:

“The mission of The Bronze Hustle is to encourage, teach and create a community for black millennial women through actionable tips and resources for even more powerful online presences…"

Here’s an excerpt of TBH’s Brand Statement:

"The readers of The Bronze Hustle are constantly empowered and taught to move forward, make moves and make an impact…"

Notice they start completely different. It’s not until the end of the brand statement that I even mention anything about me or outside resources.

I created the brand statement to make sure that everything I create falls within the perimeters of what the audience expects to gain from TBH.

You can’t expect to just blog, log off and never create an experience for your audience. It’s all about the audience perception and making sure that what you give makes sense. That goes for any content or any products or services you may release. Nike wouldn’t release picture frames so you shouldn’t throw your audience off either.

Throwing your audience off gives them a window to go to someone else for the same information.
— @thebronzehustle

I’ll give you an example:

I created a quiz post and sat down for probably an hour working on a quiz website to be able to embed the quiz to TBH. When I finished inputting the questions and answers, I couldn’t figure out how to make sure that the people completing the quiz actually received a TV #girlboss based on their answers. So, I clicked the red “x” and found a better and more interactive website. This website had more bells and whistles and basically similar information, all for free. There was a Q+A video and plenty of helpful tips on how to build a quiz. It had everything the original website missed. I knew exactly what I was looking for and then when my need wasn’t fulfilled, I had no attachments and went elsewhere. Now, with having a pleasant experience on another website, I can and will recommend Qzza.com as the website I used. 

Don’t have your readers or customers recommending someone else because you missed key details and didn’t offer them what they needed. It’s about what THEY need and not necessarily just about what you want to give. Don't work your butt off giving the wrong information.

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Author: Shay Duriel Davis, the Creator of The Bronze Hustle and Hustle Hive Elite