A mission statement is a short, clear description of a company’s purpose, core activities, and strategies for achieving its long-term goals. It provides clarity of purpose and makes it easy for consumers, outsiders, and employees to connect with a brand on a sentimental level.<\/p>\n\n\n\n
It also exists to align the company\u2019s culture, operations, and decision-making with its central purpose and core values. When everyone in a company understands its core purpose, they work together to achieve those goals without compromising established values.<\/p>\n\n\n\n
Effective mission statements have the following attributes:<\/p>\n\n\n\n
Your statement must be unique to your brand. So much so that when someone reads similar words elsewhere, they remember your company. That way, your products will carry their own meaning and create a special connection with every customer.<\/p>\n\n\n\n
Mission statements are written in a few words, not paragraphs. They leverage the power of brevity to grab the attention of any user and convey your message in the fastest way possible. Using too many words and more than one paragraph could make readers uninterested, as they want to get a sense of your brand in less than a minute.<\/p>\n\n\n\n
So, ensure you can condense everything about your company and communicate your purpose and core values in a few words or a paragraph. Remember that those few words can convey different meanings at the same time.<\/p>\n\n\n\n
Readers shouldn\u2019t labor to understand your mission statement. They should know the fundamentals about your company immediately after reading it. A good statement must contain simple words that resonate with everyday people, tell them who you are as a brand, show what you believe in, and define what you do in the clearest way. <\/p>\n\n\n\n
Every good mission statement tells the world to hold a brand to a specific standard. That way, your consumers have something to look forward to when engaging with your product or service. These standards will also drive your internal policies, brand culture, and employee behavior to consistently meet the expectations you have set.<\/p>\n\n\n\n
Leaving a good impression means people will be happy to associate with your brand. Even if they are not buying now, your company\u2019s product will be the first thing they remember when they are about to shop in that space. A positive impression also attracts investors and the best kind of employees, who\u2019ll want to be part of your objectives.<\/p>\n\n\n\n
Your mission statement should contain the things you\u2019re doing now, rather than in the future or past. While you can add a little bit of your history, you should make it relevant to the present. You should also use active and direct expressions instead of passive ones.<\/p>\n\n\n\n
For example, you should say, \u201cWe source our products from organic materials\u201d instead of \u201cOur products are sourced from organic materials.\u201d<\/p>\n\n\n\n
A great mission statement influences a company\u2019s long-term decisions rather than reacts to fleeting trends. It must be a reliable guide for an organization, even as the world changes around it. It helps a company make smart choices and keep its day-to-day work on track, no matter what happens in the market or with technology.<\/p>\n\n\n\n
A mission statement is at the heart of any organization\u2019s strategic plans and must capture what you truly set out to do from the beginning. It\u2019s not just text on paper or a marketing gimmick that ships out to an intern. Everything you enumerate in the statement helps staff and the public clearly understand what you want to achieve. That way, there isn\u2019t a communication or perception gap between insiders and outsiders.<\/p>\n\n\n\n
It also ensures you can create internal policies and a work culture designed to help employees improve productivity and enjoy their work environment. The mission statement should give them a sense of purpose and a feeling of fulfillment whenever they meet specific milestones.<\/p>\n\n\n\n
A <\/strong>well-crafted mission statement can direct a company\u2019s strategy in improving work culture, encouraging employees to work harder, and creating better work environments. However, blending those strategies with practices like time and productivity tracking can drive business growth even further.<\/p><\/div>\n\n\n\n It\u2019s easy to start writing a vision statement when you actually want to write a mission statement. Most people use these terms interchangeably and some brands make the mistake of combining both into one statement. <\/p>\n\n\n\n However, mission and vision statements do not mean the same thing. Your mission statement describes your company and what you do in the present, while your vision statement articulates what your brand is working hard to achieve\u2014its long-term goals.<\/p>\n\n\n\n The following steps will show you how to craft a compelling mission statement that resonates with your consumers and other stakeholders. <\/p>\n\n\n\n You should note that you don\u2019t necessarily have to write out the mission statement in the following order. Rather, the guide shows you what to ideally capture for the best result.<\/p>\n\n\n\n Now, let\u2019s cover 16 mission statement examples of some of the most successful brands in the world. We\u2019ll explain why these mission statements work and how they can inspire you to craft something effective for your brand.<\/p>\n\n\n\n “We aim to build a better world \u2014 helping people live better and renew the planet while building thriving, resilient communities. For us, this means working to create opportunity, build a more sustainable future, advance diversity, equity and inclusion and bring communities closer together. And at the end of the day, helping our customers save more of their hard earned money for the things they care about most. Because at Walmart, Live Better is what we do every day.”<\/p>\nWalmart<\/a><\/cite><\/blockquote>\n\n\n\n Walmart\u2019s mission statement shows that the company\u2019s core values are their commitment to a better quality of life, social and environmental responsibility, and creating opportunity. The brand\u2019s declared purpose is helping save more, which doubles as its message to its ideal consumers. <\/p>\n\n\n\n “Our purpose is to unlock the power of food to enhance quality of life for everyone, today and for generations to come.”<\/p>\nNestl\u00e9<\/a><\/cite><\/blockquote>\n\n\n\n Nestl\u00e9\u2019s mission statement concisely emphasizes its dedication to enhancing the quality of life through the power of food. It speaks to health-conscious consumers, families, and communities who value nutrition and well-being. The statement also clearly states the company\u2019s intention to be around for a long time. <\/p>\n\n\n\n “We are people with purpose, bringing hundreds of brands to homes, kitchens, and bathrooms across the country. We aim to make sustainable living commonplace with high-performing brands that are a force for good, taking action for a more sustainable and equitable world.”<\/p>\nUnilever<\/a><\/cite><\/blockquote>\n\n\n\n Unilever mentions \u201csustainable\u201d twice in its mission statement, demonstrating its drive to promote sustainability through its products and practices. The statement clearly and concisely shows that it is into a diverse range of consumer goods and it speaks to its consumers and employees.<\/p>\n\n\n\n “Gucci forges ahead continuing to redefine luxury while celebrating creativity, Italian craftsmanship, and innovation.”<\/p>\nGucci<\/a><\/cite><\/blockquote>\n\n\n\n Gucci is one of the world\u2019s biggest luxury brands, and its mission statement affirms its position in that space. It reflects the brand\u2019s commitment to high standards of creativity, quality, and innovation and also embraces its Italian heritage as a cornerstone of its identity. This approach appeals to customers who seek distinctive, high-quality luxury items, as Italian craftsmanship is known to be synonymous to quality.<\/p>\n\n\n\n “Athletes do not settle for average. And neither do we. We have a clear mission: To be the best sports brand in the world. Every day, we come to work to create and sell the best sports products in the world, and to offer the best service and consumer experience \u2013 and to do it all in a sustainable way. We are the best when we are the credible, inclusive, and sustainable leader in our industry.”<\/p>\nAdidas<\/a><\/cite><\/blockquote>\n\n\n\n Adidas tells its target customers that they share the same drive for excellence and domination. The mission statement goes on to send a message to employees and other stakeholders and declares the company\u2019s commitment to inclusivity and sustainability.<\/p>\n\n\n\n “We\u2019re committed to fostering a happy, healthy and inclusive culture, which means the activity and community we foster across all our social media channels must put that commitment into action, by maintaining a safe, inviting, supportive and inclusive space for all.”<\/p>\nVictoria\u2019s Secret<\/a><\/cite><\/blockquote>\n\n\n\n Victoria Secret focuses on carrying everyone along and promoting safe interactions within its community of consumers, employees, and stakeholders. <\/p>\n\n\n\n “Traqq helps businesses and organizations monitor and analyze internal company processes. Your team will get better organized, enjoy higher transparency and improved work efficiency.”<\/p>\nTraqq<\/a><\/cite><\/blockquote>\n\n\n\n Traqq\u2019s mission statement embodies why the company was founded and the services it offers in saying it \u201chelps businesses and organizations monitor and analyze company processes<\/a>.\u201d It also clearly identifies the brand\u2019s ideal customers and tells them to expect \u201chigher transparency and improved efficiency.\u201d<\/p>\n\n\n\n “At Airbnb, our mission is to create a world where anyone can belong anywhere. In the early days, many people thought strangers sharing homes would never work, but we believed that a community built on trust could succeed.”<\/p>\nAirbnb<\/a><\/cite><\/blockquote>\n\n\n\n This is another example of a mission statement that evolved over time, as it also tells the company\u2019s story. That bit of history and the rest of the statement explain Airbnb\u2019s passion, core values, and services. The statement also directly speaks to and inspires its customers, employees, and other people willing to associate with the brand.<\/p>\n\n\n\n “Our clients\u2019 systems support modern society. In making them faster, more productive, and more secure, we don\u2019t just make business work better. We make the world work better.”<\/p>\nIBM<\/a><\/cite><\/blockquote>\n\n\n\n IBM is a global tech giant known for its hardware and software. Its mission statement shows a shared sense of purpose with its clients in making the world better and supporting modern society. The company\u2019s statement also shows that its services focus on improving and securing systems.<\/p>\n\n\n\n “Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth\u2019s most customer-centric company, Earth\u2019s best employer, and Earth\u2019s safest place to work.”<\/p>\nAmazon eu<\/a><\/cite><\/blockquote>\n\n\n\n Amazon\u2019s mission statement lists the company\u2019s most important principles and core values in its first sentence. It goes on to emphasize that customer service is central to its existence by mentioning customers more than once. It also sends a clear message to its employees about being \u201cEarth\u2019s best employer and safest place to work.\u201d<\/p>\n\n\n\n “We believe good health is the foundation of vibrant lives, thriving communities and forward progress. That\u2019s why for more than 135 years, we have aimed to keep people well at every age and every stage of life. Today we are committed to using our reach and size for good.”<\/p>\nJohnson & Johnson<\/a><\/cite><\/blockquote>\n\n\n\n Johnson & Johnson\u2019s mission statement starts with the \u201cwhy\u201d and goes on to tell consumers that it\u2019s been around for a while. This approach builds a sense of trust and reliability. It\u2019s a statement that has evolved over time and communicates the company\u2019s desire to use its experience and growth to do even more good.<\/p>\n\n\n\n “It\u2019s our mission to be the premier, innovative biopharmaceutical company, making breakthroughs that change patients\u2019 lives. Good health is vital to all of us and finding sustainable solutions to the most pressing health care challenges of our world cannot wait.”<\/p>\nPfizer<\/a><\/cite><\/blockquote>\n\n\n\n Pfizer tells the world about its burning passion and drive to solve health care challenges by declaring that the endeavour \u201ccannot wait.\u201d The statement also states the company\u2019s intent to be innovative and \u201cchange patients\u2019 lives,\u201d directly speaking to medical professionals with the same passion and people that may need groundbreaking medicine. <\/p>\n\n\n\n “Inspiring hope and promoting health through integrated clinical practice, education and research.”<\/p>\nMayo Clinic<\/a><\/cite><\/blockquote>\n\n\n\n What Mayo Clinic\u2019s statement lacks in length it more than makes up for in delivery, inspiration, and promise. It boldly asserts the company as a health institution and explains their role in educating and advancing medical practice.<\/p>\n\n\n\n While nonprofit organizations don\u2019t target paying customers, their audience includes donors, volunteers, workers, and the rest of the world. Each organization\u2019s mission statement works as a rallying cry for people to support their cause.<\/p>\n\n\n\n “The World Wildlife Fund\u2019s mission is to leverage sound science to conserve nature and reduce the most pressing threats to the diversity of life on Earth.”<\/p>\nWWF<\/a><\/cite><\/blockquote>\n\n\n\n WWF\u2019s mission statement is part of a broader value statement. It goes straight to the point in spelling out the organization\u2019s main reason for existing and its drive to help species facing extinction.<\/p>\n\n\n\n “The International Red Cross and Red Crescent Movement is the largest humanitarian network in the world. Its mission is to alleviate human suffering, protect life and health, and uphold human dignity, especially during armed conflicts and other emergencies. It is present in every country and supported by millions of volunteers.”<\/p>\nRed Cross<\/a><\/cite><\/blockquote>\n\n\n\n This mission statement clearly defines the Red Cross and Red Crescent Movement, emphasizes its purpose, explains what it currently does, and states its makeup. Still, declaring its mission to \u201calleviate human suffering, protect life and health, and uphold human dignity\u201d can inspire people who share the same passion to help in crisis anyway they can. The last sentence in the statement also invites volunteers to join the cause.<\/p>\n\n\n\nMission Statement vs. Vision Statement <\/h2>\n\n\n\n
Steps for Creating a Good Mission Statement <\/h2>\n\n\n\n
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Mission Statement Examples<\/h2>\n\n\n\n
Retail and consumer goods <\/h3>\n\n\n\n
Walmart<\/h4>\n\n\n\n
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Nestl\u00e9<\/h4>\n\n\n\n
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Unilever <\/h4>\n\n\n\n
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Fashion and luxury<\/h3>\n\n\n\n
Gucci<\/h4>\n\n\n\n
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Adidas<\/h4>\n\n\n\n
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Victoria\u2019s Secret <\/h4>\n\n\n\n
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Technology and services<\/h3>\n\n\n\n
Traqq<\/h4>\n\n\n\n
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Airbnb<\/h4>\n\n\n\n
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IBM<\/h4>\n\n\n\n
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Amazon<\/h4>\n\n\n\n
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Pharmaceutics and healthcare<\/h3>\n\n\n\n
Johnson & Johnson<\/h4>\n\n\n\n
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Pfizer<\/h4>\n\n\n\n
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Mayo Clinic<\/h4>\n\n\n\n
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Nonprofit and environmental organizations<\/h3>\n\n\n\n
WWF<\/h4>\n\n\n\n
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Red Cross<\/h4>\n\n\n\n
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Oxfam<\/h4>\n\n\n\n
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