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Understanding the Difference Between a Mission Statement and a Brand Statement: A Guide for Aestheticians

Writer's picture: Kari Jo PattersonKari Jo Patterson

As an aesthetician, you’re likely familiar with the importance of creating a strong brand that resonates with your clients and team. But when it comes to defining your business’s purpose and identity, do you know the difference between a mission statement and a brand statement? While both are crucial, they serve different audiences and purposes within your business. In this post, we'll break down the distinctions and help you craft statements that clearly communicate your why to your team and your clients.


The Mission Statement: Your "Why" for Your Team

Your mission statement is the foundation of your business’s purpose. It answers the question: Why does your company exist? This statement is primarily for your team—current and future employees who need to understand the core values and goals that drive your business. A well-crafted mission statement inspires and aligns your team, guiding them in making decisions that support the company’s overarching goals.

Think of your mission statement as your business’s North Star. It should encapsulate the big-picture reason behind everything you do. According to Natalie Dawson, a business leader known for her expertise in team alignment, a strong mission statement ensures that everyone in your organization is on the same page, working towards a shared goal.

Example Mission Statement:

"Our mission is to empower individuals to achieve healthy, glowing skin through personalized, results-driven skincare treatments, grounded in a commitment to innovation, education, and holistic well-being."

This mission statement explains why your business exists—to empower clients with healthier skin through a holistic approach—and it guides your team in their daily work.


The Brand Statement: Your "Who" for Your Clients

While your mission statement speaks to your team, your brand statement is all about your clients. It answers the question: Who are we, and why should you choose us? Your brand statement is your promise to your clients, communicating what you do, who you do it for, and how you make their lives better.

The brand statement is where you establish your unique value proposition—the specific benefits that clients will experience when they choose your services. It’s less about your internal goals and more about the experience and results your clients can expect.

Example Brand Statement:

"At [Your Business Name], we help busy professionals achieve radiant, healthy skin through customized, results-oriented skincare solutions. Our holistic approach ensures that every treatment not only addresses immediate concerns but also contributes to long-term skin health and well-being."

This brand statement is client-focused, explaining the value you provide and why your clients should choose you over the competition.


Why You Need Both Statements to Grow Your Business

You might wonder why you need both a mission statement and a brand statement. The answer is simple: You’re speaking to two distinct audiences—your team and your clients.

  • Mission Statement for Your Team: This helps align your employees with the company’s goals and values. It’s essential for attracting talent who are not just qualified but also passionate about what your business stands for.

  • Brand Statement for Your Clients: This helps attract and retain clients by clearly communicating the benefits and value they’ll receive. It’s key to differentiating your business in a competitive market.

Having both statements ensures that your business is clear about its purpose and value, both internally and externally. As your business grows, these statements will serve as the backbone of your company culture and client relationships.


How to Create Your Mission and Brand Statements

Creating these statements might seem daunting, but it doesn’t have to be. Here’s a simple process to get started:

  1. Reflect on Your Core Values and Goals: What drives you and your business? What are you passionate about? Start by writing down the core principles that guide your work.

  2. Define Your Audience: Who are you speaking to with each statement? Remember, your mission statement is for your team, and your brand statement is for your clients.

  3. Draft and Refine: Begin drafting your statements. Keep them clear, concise, and focused. Once you have a draft, refine it to ensure it resonates with the intended audience.

  4. Seek Feedback: Don’t be afraid to ask for feedback from trusted colleagues or mentors. A fresh perspective can help you fine-tune your statements.

  5. Communicate Consistently: Once your statements are finalized, make sure they are communicated consistently across all platforms—your website, marketing materials, and internal communications.



Final Thoughts

In summary, your mission statement and brand statement are powerful tools that serve distinct but equally important purposes in your business. The mission statement inspires and aligns your team, while the brand statement connects with your clients and builds trust. By clearly defining both, you’ll set a strong foundation for growth, ensuring that your business resonates with everyone who interacts with it.

If you’re ready to craft or refine your mission and brand statements and need a little help, don’t hesitate to reach out. I’m here to support you in building a business that not only thrives but also makes a lasting impact.

Kari Jo Patterson

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