Mission Statement

“A mission statement is not something you write overnight…
But fundamentally, your mission statement becomes your constitution,
the solid expression of your vision and values.
It becomes the criterion by which you measure everything else in your life.”
Stephen Covey

Your mission statement describes your core purpose for doing what you do, and provides overarching guidance for the work you will do in the future.

Having a mission statement helps keep you focused and allows you to decide if you are still heading in the direction you intended.  It also highlights who you plan to work with, and how you plan to serve them.

Note: You may, or may not, choose to actually share your mission statement with your clients.  This is more of an internal exercise but you may find the wording helpful to integrate into copy in various places as you go.

In order to discover your mission statement, give answers to the following questions in your journal or in the worksheet.

  • What do you do?
  • How do you do it?
  • Who do you do it for?
  • What philosophy or values guide you in your work?

Once you have answered those questions edit them together. Create a paragraph that describes what you aim to do with your therapeutic practice.

For example:

I provide face-to-face experiential counselling services for individuals and couples looking to better their lives, their relationships, and their families. I do this through the use of various traditional forms of talk therapy and neurobiological interventions. I believe in the connection between the mind and the body and use both to create movement for my clients.

When considering the visual aspects of your brand, refer back to your mission statement and your core values list.

As you build the rest of your brand – ask yourself – does your visual branding concept support and/or promote your business mission and values?

Action Item:

Share your mission statement with the group for feedback.