Personal Brand

by Dawn Bentley

Develop your mission statement

A personal mission statement becomes a standard for an individual. Yours should act as a core principle, guiding you both as to how you live your life on a day-to-day basis and at times when you face major decisions. It establishes the direction in line with which you can then set long- and short-term goals.

The most effective way to begin with the end in mind is to develop a personal mission statement or philosophy. It focuses on what you want to be (character) and to do (contributions and achievements).

Stephen Covey: Seven Habits of Highly Effective People

Everyone has his/her own vocation or mission in life and everyone is different. Your mission statement will therefore be unique to you, becoming a verbal expression of that individuality. It is something that will always be true – your core reason for being.


Ask yourself the following questions:

  1. What else is really important to me in my work and my life?
  2. What excites me or gets me out of bed in the morning?
  3. How can I best contribute to the world?
  4. How will I know I have fulfilled my potential?
  5. What does this add to the world at large?

Take some time to reflect on your responses to these questions and identify the key elements and comments that are important to you.

Now take some time to draft, in one or two sentences, your personal mission statement – your reason for being.

It may take you several attempts to craft something that feels right for you and with which you are comfortable, knowing that it reflects your innermost values and direction.

Here are some examples:

  • Tip

    It is always worth reviewing your mission statement regularly and, if necessary, making minor changes to reflect additional insights and changing circumstances.

    My mission is to live with integrity and to make a difference in the lives of others
  • My mission is to help people have a greater choice in their life, enabling them to live better lives
  • My mission is to make decisions that provide practical, sustainable results for my clients.
  • My mission is to provide innovative solutions that are sustainable over the long term for the organisation.
  • My mission is to develop systems that are easy to understand, maintain and adapt and support the overall goals of the business.