Why Your Firm Needs a Mission

I recently read the book, Personal Branding, by Patrick Hanlon. According to Hanlon, really great brands key into a 'primal code' that helps them to connect with people. The primal code consists of seven elements, including what Hanlon calls the creed.

Your law firm's mission is its creed. It's the statement of what your firm believes and values. The most powerful ones, as Hanlon says, are "simple, concise statements that embody hugely bold ideas."

Your articulated mission is one way to connect with clients and potential clients. But that same mission must be not only communicated to your employees, but it must be a part of your firm culture. It must be in the heart of every person who works for your firm.

This quote specifically struck me from the book:

Defining, understanding and communicating your mission are critical to the success of your brand, both internally and externally. Confused employees and coworkers cannot motivate and persuade others. Confused prospects do not buy...

Mission statements - creeds - motivate. By definition, they communicate a difference. What's your creed?

To learn more about why law firms need mission statements, see this post. And if you want to know how to create law firm vision and mission statements, take a look at my article on the subject.