Whether you run a home-based business, are a team leader, a manager, or are in direct sales, it’s important to create your own unique brand—or mission statement—that lets you communicate with others who you are, what you stand for, and what you do. Before you can craft your perfect personal brand, you have to know who you are—your passion, and why you do what you do. What gets you out of bed in the morning? What is your professional purpose?

Why do you show up every day?

Every day you make choices that revolve around your passion and motivation, in your business and in life.  You may show up because of what you do—the goods you sell, the number of product features you offer, or how many clients you call on. Or, you may show up because of how you do things. You measure your success in speed, efficiency, precision or quality. Or, you may be one of the few people who show up because you have a belief that inspires you or a cause that drives you. If you’re in the third group, you strive to show others how to achieve their full potential, and for you—success is fulfilling that purpose.

Working for a passion

Working for your passion beats working for a paycheck any day. People who fulfill their purpose do well professionally, thrive, and love their lives. You make better decisions about what you do because you know the motivation and compelling reasons behind them. To have a more purposeful life you should do what you are passionate about, not necessarily things you’re good at.

Your elevator pitch

Imagine you step into an elevator and go up a floor. When the doors open, your dream client is on the other side. You chitchat for a bit and then they ask you, “What do you do?” Do you have a story? Do you have a mission statement that clearly defines what your professional purpose is and are you able to tell it in a passionate way that allows you to successfully pitch your business? The best way to find and create your perfect elevator pitch is to discover your “why” through writing exercises.

Your why is more important than your what

Do you know what your purpose in life is? That’s the first question to ask yourself. Get a pen and paper or get on your laptop and find out what your purpose is. When you’re looking to land a new client or contract, communicating why you are passionate about what you do is just as important as detailing what you offer. Most objective statements and profiles focus on specific skills, business achievements, or the ability to carry out the required task. You sell yourself short when you focus on what you can do instead of what you stand for.

What you think versus what you feel

If you want to discover your true purpose in order to develop your unique elevator pitch, you need to separate what you think is expected of you from what you actually feel. You may be working a 40-hour week because it’s expected of you, but if you could determine what inspires you do it, you could build your business in a more personal way, making your brand more compelling to future customers and clients. Once you discover your personal purpose you’ll be able to develop your personal unique brand and be able to sell it more effectively.

Your past often defines your future

Take a moment and think about your childhood. What was important to you in your past is often helpful in order to find your current professional purpose. What were you enthusiastic about as a child? Did you love sports, music, comic books, drama, video games? What activities or hobbies were you discouraged from pursuing? Discovering qualities, interests, and values that have been important to you throughout your life is a good way to find out what your purpose and mission is now. Ask yourself—what made you excited as a child, and why? Write down your answer as simply as possible. Find the connection between that passion to help guide your mission statement now.

Ask yourself questions

Think about what your true purpose in life is, and write it down. Do you get satisfaction from helping others? Are you fulfilled by problem solving or overcoming challenges? Step back and ask yourself four questions.

1. Why is the purpose significant to you?
2. Why is it important?
3. What makes you strongly believe your purpose?
4. Why does this certain purpose matter to you personally?

Be honest with yourself, and write the first thing you think of. Use your answers to further refine why your business has the focus it has, and how that focus will benefit your clients and customers.

What you do versus why you do it

Determining the difference between what you do and why you do it is key when it comes to successfully selling yourself. For example, if you have a corporate carpet cleaning service, an elevator pitch stating that your mission is to clean carpets won't make much of an impact. If, however, you present your objective as being passionate about creating healthy, aesthetically pleasing environments that are welcoming to employees and make an impression on clients and customers, your message becomes more personal and memorable. What you’re passionate about comes down to how it makes you and others feel, not logic. Selling yourself is more successful when you’ve discovered your professional purpose and have created your personal branding to reflect it. Take control of who you are and what your brand image is, or someone else will.

Finding your professional purpose and crafting the perfect elevator pitch is simple—take a step back and reflect who you are, where you are, where you want to go, and the value in what you are passionate about. When you’ve figured that out you can aim your business branding in a more effective and meaningful direction. The first step is finding out your why—everything else will follow.