All these factors are unique brand values that deserve a mention in your mission statement. With this Guiding Light of sorts, which is illustrated on the left, you can thoughtfully breathe life into these values to shape a brand experience that customers can recognize. From the look of your logo and invoices to the music you play in your front office, to the way your staff answers the phone. Suppose you started in orthodontic practice because you felt there was a lack of providers prioritizing patient convenience. For example, those values belong in your mission statements they expressed through your brand offering, which might include the customer friendly scheduling tools, and the option for weekend or nighttime appointment hours. Say what you stand for, is their cause you're passionate about a particular customer segments you aim to serve was specific ethics or values that drive your business decisions.

These intangibles also contribute to an impactful mission statements that shaped your overarching brand. With a customer Shane, your passion is important and important. What is that you communicate them into a powerful brand personality that sets your business apart from the wrist.