Can I be honest with you for a second? I sincerely believe the biggest driver of my business (and yours too!) is connecting with clients. Social media, corporate social responsibility, personalized marketing – there are so many ways to build connections into your business model. I may be a little biased here but my favorite is connecting through images. Want to make sure your business photography packs a little extra punch? I’ve got a not-so-secret weapon for you: a mission statement.
What is a mission statement?
“People don’t buy what you do; they buy why you do it.” – Simon Sinek
Simply put, a mission statement is a concise summary of your business purpose and focus. Experts say your mission statement should answer three questions: what you do, how you do it and why you do it. This is one of the most powerful tools you have for connecting with potential clients and it’s shockingly effective: a landmark 2020 study found that consumers were four times more likely to purchase and champion purpose-driven brands. With this in mind, it’s important to keep your mission front and center in your corporate branding. Here are ways I encourage my clients to visually highlight their mission statements.
Say it outright
Math isn’t my strongest suit, but I have a winning formula for you:
Mission statement + branded photography = success!
Here’s why it works. Personifying the why of your mission statement with a photo offers clients a tangible idea of what your realized mission can look like.Consider this mission statement from an executive assistant: My virtual management services empower female business executives to spend time on what matters most to them. Pretty good, right? Now put that next to some photos of a person realizing the why of that mission statement: spending time with their family, focusing on their business, mentoring or teaching. In short, empowering women. That feels a lot more impactful, right?!
A picture is worth a thousand words
I know it’s cliché, but when it comes to your branding it is the truth. A good brand photographer knows your mission and ensures that all of your marketing images – from your corporate headshots to your product photography – embodies that without using words. Incorporating this theme throughout your branding lets potential clients know that your mission drives everything you do. This is usually subtle, but themed. One example: in a one-for-one business model (think TOMS shoes), your brand photographer might suggest representing two of your products in every shot. It’s a subtle way to let a customer know a single price point has double impact.
Highlight your mission statement in a physical way
Another way to keep your mission top of mind for your clients is to, well, make it top of mind. I recommend posting your mission statement in a very accessible location. If you have a physical business, proudly display it! If your products and services are virtual, ensure it is prominently displayed on your site. Use visual platforms such as Instagram to post photos that embody your mission statement – whether saying it outright or implying it with photos. However you spin it, sharing your mission statement shows clients what you’re all about and that vulnerability can have a big payoff.
I want to hear your mission statement! Share it with me on Instagram: @kristinamaness.