If you want to attract great clients and keep them loyal forever, a good place to start is with your mission statement.
That’s because clients choose – and stick with – lawyers who share their values. A mission statement helps establish that common ground.
“The reason we stay loyal to brands is because of their values,” writes marketer Lindsay Kolowich for HubSpot. “The best brands combine physical, emotional, and logical elements into one exceptional customer experience. Nowhere are those values more visible than in the company’s mission statement.”
It’s not easy to come up with a great mission statement. First you have to look inside yourself (and your law firm) and see who you are, what you do, and why you do it. Then you have to express these beliefs in a short, sweet – and ideally, memorable – way.
That’s a lot to ask from a simple sentence or two.
But if you’re honest and authentic, your mission statement will be your North Star to keep you and your team motivated, inspired, and on the right track, while attracting like-minded clients at the same time.
14 Great Mission Statements
The following mission statements were deemed awesome by Lindsay Kolowich and HubSpot. They pack a punch because they’re not just words. The companies take action – sponsoring events, making donations – consistent with their mission.
- Life is Good: “To spread the power of optimism.” This uplifting message is reinforced by company slogans like “Forecast: Mostly Sunny” and “Seas the Day.” Why it works: it’s positive (like the company’s name) and connotes growth (“spread”).
- Sweetgreen: “To inspire healthier communities by connecting people to real food.” The mission “to connect people” is what makes this statement strong, says Kolowich. Why it works: it’s inclusive and focuses not on what the company believes but on what the customer values (health and “real” food).
- Patagonia: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” The company donates a percentage of its annual sales to environmental groups worldwide. Why it works: it emphasizes the value of giving back.
- Warby Parker: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.” Quirky and reflects a youthful outlook. Why it works: “In one sentence, the brand takes us back to the root of why it was founded while also revealing its vision for a better future,” says Kolowich.
- Honest Tea: “To create and promote great-tasting, healthy, organic beverages.” The company publishes an annual Mission Report in which it grades itself on how well it has stayed true to its mission. Why it works: it’s simple, direct and hits all the notes (great taste, healthy, organic) its customers want to hear.
- IKEA: “To create a better everyday life for the many people.” Doesn’t mention nice, affordable furniture – it goes straight to people’s lives. Why it works: it makes a huge company seem caring and accessible.
- Nordstrom: “To give customers the most compelling shopping experience possible.” Speaks directly to the customer. Why it works: who doesn’t want a compelling shopping trip?
- Cradles to Crayons: “Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school and at play.” A bit longer, but it says everything you need to know about the organization and its purpose. Why it works: it connects “essentials” like cradles and crayons to “thriving.”
- Universal Health Services: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.” Covers all bases, giving a shout-out to everyone from patients to investors. Why it works: capitalization drives the point home.
- Workday: “To put people at the center of enterprise software.” Short and sweet. Why it works: it puts people ahead of technology.
- Prezi: “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.” Promises a new way to give a presentation. Why it works: it’s all about the story.
- Tesla: “To accelerate the world’s transition to sustainable energy.” It’s not about making cars, it’s about changing the world. Why it works: it’s fast (“accelerate”) and bold, like Tesla’s founder.
- Invisible Children: “To end violence and exploitation facing our world’s most isolated and vulnerable communities.” Direct and hard-hitting. Why it works: it states an end goal.
- TED: “Spread ideas.” Can’t get any simpler. Why it works: because it says exactly what TED talks do.
What’s your law firm mission statement?