A statement clarifies the company’s mission, communicating its purpose to a target audience using shared language to generate engagement. A short but powerful component, this immediately establishes who you are and what you do while also defining the audience you serve. 

Statements directly relate to and influence your company’s personas, making them an invaluable metric to track and to score. Done correctly, these provide crucial education and knowledge for a prospective customer, it also sets expectations for future engagement and customer experience.