Sometimes the hardest part of creating a brand is knowing how to describe it to the world. Your head may be spinning with cool ideas for how to do X, Y and Z, but the most important first step to get your business idea off the ground is coming up with a statement that convinces users and investors WHY YOU MATTER. Enter the mission statement. We know this can be a daunting task, so our friends at FedEx are sponsoring our Build Your Digital Brand Online Class so that you can take it for FREE through December 31, 2016! And as an added bonus, we’ve also thrown in two Mad Lib-esque mission statement templates below to get you started!



Sometimes knowing what you aren’t is just as important as knowing what you are! Think of some companies that could be your competitors, brands that inspire you and ones that just really aren’t your jam. Then think about what specific characteristics make them so on point or just not quite right. Now take a stab at Mad Lib #1:

My company is [characteristic 1] + [characteristic 2] but never [characteristic 3].

(For example, “My company is vibrant + authentic but never disorganized.”)



This one digs a little deeper. In our fast-paced and media-filled world, how your brand affects user’s lives and well-being has become even more critical. You’re not just selling a product or service, you’re selling the impact it has on someone’s life. Now take a second to think about what the goods or services you offer add to your user’s life. While you’re there, think about who your user is (hint: It usually isn’t everyone). Then test out a few options in Mad Lib #2:

My company’s mission is to [serve X purpose] for [target user] through [good/service].

(For example, “My company’s mission is to inspire personal growth in soulful creatives through fun and affordable classes.”)


For a whole lot more info on getting your brand off the ground, make sure to check out our FREE Build Your Digital Brand Online Class through December 31, 2016.

Sponsored by FedEx.

Author + Styling: Lee Schellenberger
 Photography: Chris Andre