In Higher Ed? A Clear Mission Statement is Key

If you’re in higher education (or in any industry, for that matter), chances are you have a mission statement. But Gallup recently took a deeper look and discovered many institutions’ mission statements don’t refer to a tangible outcome. Moreso, most resemble each other, leaving little for potential students to use in differentiating between schools.

Institutions should rethink the three components of an institution’s identity–purpose, brand and culture–in recreating clear, compelling and distinguishable mission statements. Rethink yours today.

• Establish a clear and differentiated purpose. Why do you exist? What value do you provide the world?
• Align the brand. Tell the outside world what you are and what you deliver.
• Support identity with an engaged culture. Consider how well your institution’s culture supports its purpose and brand.