Do your employees know the mission statement (and do you have one)?

Do you have a mission statement? I sure hope so. A mission statement defines the purpose and goals of your company. But your mission statement shouldn't just be "About Us" page filler; it should be what your employees use daily to communicate to customers what your company is about, both in word and in action. How do you make sure your employees are standing by the mission statement? I have a few suggestions for you.

1. Make sure everyone knows the mission statement - by heart. Every employee coming into your company should first be taught the mission statement. Display it prominently both online and offline and make sure to keep it top of mind for employees.

2. Make the mission statement part of every employee's review. Ask them, "What are you doing to communicate our company's mission to customers, and how are you communicating it to your team members?"

3. Set the example.You are the boss and the purveyor of leadership and brand recognition. You crafted the mission statement, so you need to be the mission statement. Employees respect an employer who walks the walk, and they will follow your lead.

So what are the benefits of having a mission statement, you might ask? Well, first it gives your employees a good understanding of what your company stands for. Secondly, it gives them a foundation for success, and successful and happy employees are superior brand advocates. And last, but certainly not least, it's a unifier between yourself, your company's history, your customer, and the community. One message, one goal.

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