One of the foundational lessons in my 12 week program is teaching estheticians how to write a mission statement.
You might be asking yourself, do I really need a mission statement for my spa business? I mean, I’m not a big company…
The answer is a resounding “yes!”Writing out your mission statement is your promise to your community. Click To Tweet. Your mission is a foundational marketing element.
A mission statement is valuable because it will help you position your business in a way that’s attractive to your ideal clients and help you create powerful and consistent messaging.
Here’s what you need to know about crafting a meaningful mission statement:
What’s a Mission Statement?
A mission statement is a summary of the aims and values of a company, organization, or individual.
It communicates your business’s goals, ethics, and culture. A mission statement tells your community what you do for them and why it matters.
A well-crafted mission statement is concise, unique, memorable, and helps your business stand out.
Why Do You Need a Mission Statement?
Long story short, your mission statement (along with knowing your target market) is the foundation for all your marketing communications.
Your mission is the driving force behind the strategies or tactics you use to grow and promote your business.
Just because you’re a solopreneur or have a small team doesn’t mean you don’t need a mission statement.
Think about why you decide to partner up with a product line or buy from a particular brand.
There’re many comparable products on the market, why do you choose to do business with that particular company?
Their philosophy, values, and ethics define your perception of the brand. How they show up and do business has probably affected your decision.
It’s no different when our clients decide to come to us.
They want to work with someone they resonate with. Their choice of service provider is a reflection of their personal identity and what they stand for.
Clients make their decisions based on how we communicate and show up – which in turn, is guided by our mission statement.
In addition, when you’re ready to expand and grow your team, you want to attract the right people and build a team that truly reflects your company’s brand identity.
Your mission statement will help define your brand personality and ensure that your team is delivering a consistent customer experience that’s in alignment with your vision.
How To Define Your Mission Statement
A mission statement isn’t an afterthought. In fact, a well-crafted mission statement helps you define your business and becomes the foundation of your strategy.
A great example is Aveda’s mission statement:
“Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world, but around the world.”
So how can you create something this powerful?
Ask the Questions
First, let’s nail down the basics with these questions:
- Why do you do what you do?
- How do you do it?
- Who do you do it for?
- What value are you adding?
- How are you doing it better than anyone else? (This is also a great question to hone in on your unique selling proposition.)
- What differentiates you from others in our industry?
This is what your clients want to know about you: Why did you open an esthetic practice? Why are you doing what you do?
Notice the word “why.” People want to know what drives you to do what you do.
Of course, when I talk about “why” I can’t leave Simon Sinek, the author of “Start With Why,” out of the picture.
Simply put, people are drawn to you by why you do what you do, not simply what you do.
When you can communicate the reason that drives your work, you’ll be able to connect with your ideal clients at a level that goes beyond pricing, products, and services.
Share Your Story
People buy for emotional reasons and stories are a powerful way to evoke that human-to-human connection.
Telling your story helps uncover and communicate your “why.” It helps you clarify your values and articulate what makes you unique.
We all have a story that led us to where we are today. Your story matters to your audience.
You don’t have to share your entire life journey. Look for the golden nuggets that represents your values, points-of-view, and strengths that are relevant to your target audience.
Offer glimpses into your life that shows your audience reasons for doing what you do and how it matters to them.
Don’t judge your story. Don’t make it about you. Make it about your clients.
Tell a story about how your clients’ lives are better because of the work that you do. Think about how your experience leads up to delivering values to your clients.
If you’re not adding value to your clients’ lives, there’s no reason for them to use your services.
Refine It and Own It
After you have written out the answers to the questions and mapped out your story, you need to refine the verbiage and condense the content until you can succinctly talk about the “what you do, why you do it, and what makes you different.”
This is not just a writing exercise.
Crafting a mission statement has a mindset component, which is often overlooked.
When you can succinctly talk about the “what you do, how you do it, and why you do it” with conviction, your confidence will skyrocket.
You’re a leader. Your contribution to your community matters as you enhance someone’s life every single day.
Never, ever, think that just because you’re a solo esthetician or a small business owner, you’re not making a difference in the lives of those you serve.
Don’t Let Your Mission Statement Collect Dust!
Your mission statement isn’t something you write down, check off the list, and leave untouched on your hard drive.
Incorporate your mission statement in your marketing communications, put it on your website about page, use it in your bio, and share it with the world on your social media profiles.
Your mission statement helps you stay consistent in your messaging and consistency is the foundation of trust when building relationships.