Creating your practice mission statement

If you were to ask your team members what they think the practice’s reason for existence is, you would probably get a variety of different responses. These answers may all be similar in nature, but the point is that there is not one united purpose for running the practice.

What is a mission statement?

Usually one to two sentences in length, a mission statement aims to quickly summarise the overall goal of the organisation; taking into consideration the client base, services offered and any unique selling points. Once this has been established, the mission statement can be used to strengthen your marketing. A catchy tagline will readily stay in the memory of potential clients and will quickly communicate what you represent as a business.

Another benefit of creating a mission statement is that it can streamline the purpose of your business to your team, thereby creating a united front and a shared objective for all that you do.

Along with a mission statement, it helps to define your company’s purpose and values in greater detail:

  • What are your ethical principles?
  • What behaviours do you value in your team?
  • What does success look like and how will you measure it?

Make it a group exercise to consider and decide upon these core principles and refer to them regularly.

Of course, we must be conscious of practising what we preach. A company’s mission, purpose and values can quickly become an exercise in lip service if we do not commit to a clear standard. However, the benefits of reinforcing positive behaviours and settling for nothing less than a healthy work culture will enrich all areas of your practice. From hiring a new recruit, to marketing choices and developing practice protocols, a well-defined mission statement will keep the focus on what is most important.