I’m Mark Elliott, CEO of Farm Country Trader, and welcome to another edition of MEASURABLE
MARKETING. Today, I want to clarify the difference between a mission statement and a tagline, and
why both are essential for your business.
A mission statement is a comprehensive declaration of your company’s purpose, values, and goals. It
should speak to your customers and employees, guiding your business decisions and actions. On the
other hand, a tagline is a concise, memorable phrase that captures the essence of your brand. While
a mission statement provides direction, a tagline encapsulates your brand’s promise in a few words.
Take Nike’s famous tagline, from years ago “Just Do It.” This simple phrase not only resonated with
consumers but also served as an internal rallying cry for Nike employees. It embodies the spirit of
innovation and determination that drove the company for years. Similarly, your mission statement
should inspire your team and communicate your commitment to your customers.
At Farm Country Trader, our mission and tagline is the same “Logical Marketing, Measurable
Results.” This mission guides everything we do, whether we’re working with clients from Farm
Country Trader™, Keep it Local™, Truckers Choice™, Car Truck Trader™, or Adventure Listings™. It
reminds us to focus on strategies that deliver tangible outcomes. Simple phrases like “Be Kind,”
“Follow Up,” or “Close the Loop” can also serve as powerful reminders of your company’s values and
goals.
What do your employees think about every day when they walk into work? Trust me, this isn’t
overthinking. A clear, compelling mission statement and a memorable tagline can align your team
and reinforce your brand’s identity. They are not just words; they are the foundation of your
company’s culture and success.
Thank you for being a part of the Farm Country Trader family. If you have any questions or need
further advice on crafting your mission statement or tagline, feel free to call or text me on my cell
phone at 605-900-6043. I’m here to help you succeed.
