Does your business have a mission statement? While this may seem rather unnecessary when compared to many other, more visible elements of a brand, writing one can help you define your brand and your purpose in a way that nothing else can replace. In fact, having a mission statement and sticking to it can make all the difference in a competitive market. Here are a few ideas that can get you started on a mission statement that is perfect for your business.

1. Reflect. The first step is to think not just about the mission statement, but about your business in general. What makes your company different from other companies? What makes you different from other business owners? Think not just in terms of products, but of values and attitudes—the things that will set you apart as a brand. You may want to look at other business’s mission statements, but don’t copy them. This is 100% about you and your business.

2. Keep it simple. One paragraph is sufficient; if you can’t say your mission in a few sentences, you need to hone it more and focus on the few aspects that are the most relevant to you. Keep in mind that that being overly detailed or long winded will detract from the main ideas while limiting your growth in ways that cannot at the present be foreseen.

3. Focus on the timeless. Account for change in your products and customers. For instance, if you own a coffee shop, you may someday want to offer other hot beverages. This makes ‘coffee’ an inappropriate and restrictive word in your mission statement, even if it is your current number one product. Instead, think of the type of experience you are trying to offer and the problems you are solving in your customers’ lives. This type of information is likely to withstand the test of time and stay with you through years of success.

4. Ask for feedback. Ask friends and family whether they think your mission statement is clear and concise. Be sure to also include people who have worked with your company and are aware of your unique business culture, as they will be able to give feedback as to whether your statement really fits others’ perceptions of your company. However, take all advice with a grain of salt.

5. Display it prominently. Your mission statement should fit your brand, so make it as visible as any other brand element. Once you are sure that you have a mission statement that works, post it prominently in your locations and on your company website where customers and employees can see it.

A good mission statement is not just a piece of paper that will collect dust in a corner of your office; it is a well thought out masterpiece that defines your entire business, past, present, and future. It is an idea for employees and customers to identify with, and an easy answer when you get the inevitable questions about what you do for a living.