3 ways having a mission can increase your brand’s power

Caleb Gardner, a content director at Organizing for Action and 18 Coffees, said brand missions are the future for PR and marketing pros.

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If you think only PR and marketing pros who work for nonprofit organizations can have a mission statement, think again.

“Mission-driven organizations are the future,” says Caleb Gardner, deputy digital director for content strategy at Organizing for Action—one of the largest grassroots organizing groups in the United States—and partner at 18 Coffees.

Though it may seem like a company mission is only something grassroots efforts or nonprofits should have, Gardner says having one is integral to every brand.

“There’s no such thing as the absence of a mission,” Gardner says. “If you don’t have, and share, a mission, people will assume it’s making money—and that’s not very compelling.”

In his keynote address at the Utah PR Spring Conference this month, Gardner shared how having a company mission will help increase your brand’s power and influence:

1. Unite your audience and build better relationships.

It’s always been a challenge to get people interested in your brand, and with social media bringing everything to your audience within a few keystrokes, the competition for consumers’ attention is fiercer than ever.

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