By Loreto Cheyne

I believe business communication is really about getting your message  

  • out
  • understood
  • and connecting you with the people that need you


To do that you need CLARITY. Clarity, I think, is the key to creating a great message.


I’d like to share 3 things to help you gain clarity in your business communications:

1) Seeing the big picture of your business

2) Figuring out your mission statement

3) Reasons why you should go through this exercise


1) Seeing the big picture of your business


In my business we have something called a “branding statement.” It’s a fancy way of saying “mission statement.” You might also call it

  • a marketing statement
  • your purpose
  • your goal
  • even your brand


Whatever you call it, I think it’s the most important part of any business. To me, this is where clarity really kicks in because the way I see it, it’s the basement of your house: that statement is the foundation to build your business on.


The goal of that fancy “branding statement” is to state your purpose and your mission. It’s what you want to achieve with your business.


That’s why it should be clear. It should be simple. It should be brief.


This winter I got to a point where I actually didn’t know what to post on social media because I wasn’t sure what I wanted to say. That’s when I realized I was lacking clarity myself. I didn’t have a branding statement to back me up because I wasn’t sure “what my own business was about.” So I had to spend time rediscovering what my purpose was.


“Seeing the big picture” was that stepping back to reflect and get clear on why I was in business, and what I was hoping to achieve. For some it might be an easy exercise. But what if it isn’t for you? What if you’re stuck?


2) Figuring out your mission statement


If you’re familiar with Simon Sinek’s book, “Start with Why” this will make sense. I found his book and accompanying TedTalk immensely helpful in figuring out my purpose.

According to Simon Sinek, our purpose starts the inside out, specially when it comes to business. I call his approach the “emotional digging” or the real reason why you do what you do. And it usually comes from the inside, from the heart.


If you haven’t thought much about why you started your business, or if you’re having a hard time putting it to words, I encourage you to check out the TedTalk and do the work.


I did the digging. And I wrote until I came up with a mission statement that I’m happy with:


“Visual branding is key in attracting your ideal client.”


It’s not glamorous. It’s not elegant. But it is what I do, what I believe. It’s how I can help business owners, and it’s how I bring value to my clients. So that statement now drives my marketing activities.


Take the time to figure out what your reason for being in business is, and then distill it to one simple sentence.


Because here’s the thing:

If you can’t describe what you do in a way that a 10 yr old can understand, then you don’t understand it yourself.


3) Why invest the time creating this mission / branding statement?


The biggest benefit is that once you yourself have clarity, you’ll feel relieved! Once you clearly state your mission, every marketing activity should work to support that mission. Another benefit is that you’ll create shorter and stronger messages to promote your business.


Here’s the main reason: these days few people have the patience or attention span to listen to someone who can’t describe her business well or quickly. So it’s well worth your time to create a short message that delivers.


Having that branding statement has really helped me figure out “what to say” or what to share in social media.  when in doubt, I go back to my statement. And I ask myself, “is what I’m trying to say right now supporting that statement?”


I want you to create a clear, brief marketing message so that your marketing life gets easier. Remember that ultimately it’s YOUR job to help people understand your business-not theirs. When you’re super clear about what you do, it makes it much easier to tell the whole world. I strongly encourage you to do the work and invest the time in your business communications.