People want to be part of businesses they believe in, and the best way to state your brand's purpose is through a powerful mission statement. Your brand's mission statement tells people the passion behind why you do what you do. You know why you created this business, but if people don't grasp your brand's underlying motivations, your messaging will get lost in the noise. Moreover, if you are driven by reasons that people find compelling – passion over profit, compassion and collaboration over competition — then explaining this properly in your brand's mission statement is one of the best ways to generate credibility for your business. Therefore, it is critical to portray this mission statement in the verbal messaging of your brand.
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