Garden Media Reveals How to Write a Mission Statement for the Lawn & Garden Industry

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A business mission statement should be broad, positive and forceful. It should be free of jargon, able to be understood and, most importantly easy for the entire business to live with.

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Our mission is simple, To instill a passion for nature and a love of gardening for all generations to improve environmental health and support human wellbeing.

Garden brands are always asking, "How do I write a mission statement?" WOW! This is a tough question and a hard task.

It seems like a simple question. "What does my business do?" This is the stuff of which mission statements are made. So why is this simple question seem like mission impossible?

Because we aren't really clear on what a mission is supposed to say, it often gets confused with the vision - which is what a business should "be". Businesses often get hung up on using just the right words or words that are too fancy. It doesn't have to sound like someone with an MBA has written it.

Remember, all mission statements include:

  • What the company does, the type of business
  • The needs the company fills.
  • Clients served now or want to serve.
  • How these clients are served.

A business mission statement should be broad, not specific, and positive and forceful. It should be free of jargon. Everyone must be able to understand it, especially customers. And, most importantly, it is easy for the entire business to live with. That's a pretty big billing.

So just how does this illusive mission statement get written?

1. Do homework. First of all, this will be a struggle. Getting the mission statement right is important and that doesn’t happen overnight. Make a “mission statement” folder and write down all thoughts, examples of other mission statements and other resource materials to help "think." Just Google “mission statement.”
2. Involve staff. Give them all a 3X5 card and ask what they think the business does. What it does better than anyone else? What it does differently that makes it stand out differentiates it from the competition?
3. Just jot down a few ideas. But don't struggle to find the proper words. Just write it down. Put this list in order of priority. Cross off ideas that don't seem important. Then combine like items and rewrite the list. Read it aloud. Try it out on staff. Get input.
4. Make it personal. As personal as possible.
5. Write it in 30 words or less.

Garden Media Group's mission used to be some marketing gobbly goop like "we help mid-sized companies achieve their goals through focused, responsible public relations evaluations and efforts"

Now, it's "To instill a passion for nature and a love of gardening for all generations to improve environmental health and support human wellbeing."

It is clean, easily understood and general. It's positive and forceful, and not at all vague. People get it immediately. Everyone understands popular.

Here are a few other examples of some lawn and garden companies:

The Davey Tree Expert Company's mission is: "Deliver unmatched excellence in client experience, employee strength, safety and financial sustainability as we advance the green industry."

The Espoma Organic Company's mission is long, but powerful. Quality, Service, Integrity, Education and Responsibility. Read the full statement here.

Bushel and Berry's™ mission is: revolutionizing the way we bring food to the table.

Now give it a try.

Looking for help writing a mission statement. Contact us for a free consultation.

Garden Media Group ignites buzz for clients, offers innovative public relations campaigns and secures top media placements and partnerships. The boutique PR and marketing firm is known as the best in the home, garden, horticulture, outdoor living, and lawn and landscape industries. Visit http://www.gardenmediagroup.com for more information.

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Katie Dubow
@gardenmedia
since: 08/2010
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