Every business sells something. Every business is unique. And every business wants to put its best foot forward both in the physical world and online. Yes, your social media posts, website content, paid ads, emails should reflect that. But it’s also important to have one central statement that brings everything together. Show
That’s where your business mission statement comes in. This powerful blurb describes the essence of your company and gives customers and employees a clear image of what it’s all about. But even though it’s a short blurb, distilling your business into one or two sentences is not easy. And that’s what we’ve set out to help you accomplish. In this article, we’re going to show you exactly how to do just that. Table of contentsWhat is a mission statement?A good business mission statement defines your organization in a nutshell. It boils down the reason for your existence and delivers it to the public in a way that is easy to digest. This includes:
That last bullet is key. Because while your mission statement is factual, it needs to be delivered in a way that communicates authenticity and inspiration. Let’s take a look at two examples so you can see what I mean: An uninspiring mission statement example:We build Class A commercial office buildings for high-end tenants in the Greater Boston area, using our proprietary management system to deliver projects to specifications on time and on budget. All the information is captured here, but with no emotion. An inspiring mission statement example:This mission statement from Davids Tea, on the other hand, is packed with interesting words and phrases that convey feeling: We’re on the ground worldwide in search of well-crafted, single-origin loose leaf teas to share with our North American community. We’re pushing limits in new tea frontiers with our blends. We want it to be as easy as possible to discover, explore and feel better through tea. Mission statement vs vision statement vs valuesMission statements often get confused with other aspects of a brand’s identity, so let’s separate them out:
See how it all connects? Here’s an example of a mission, vision, and core values:
It’s worth noting that not all business have a separate vision and mission statement—sometimes they are blended together. How long should a mission statement be?A business mission statement should be between one and three sentences, around 100 words. So, not an essay describing how the company got started and where the vision came from. Save that descriptive content for your “about us” page. It should be direct, purposeful content that acts as a sort of subheading for your company. Think of your mission statement as a branding tool—sum up the purpose of your company in a few memorable sentences or less. “Chargify combines great technology, subscription expertise, and a customer service ethos to solve real-world problems, and is committed to becoming the operating system for your subscription-based business.” How to write a mission statement for businessDistilling your business down into a matter of sentences is hard work, but we’ve got a six-step process to help you write your company’s mission statement:
1. Take inventoryFirst start broad. Sit down with your team (or yourself) and take an inventory of the following:
2. Answer the key questions freelyGather together your answers to these questions and use them to answer the five key questions below:
Write freely—this is the creative writing part of the exercise. You’ll notice that sometimes, parts of the list are blended together or not included. There is no right or wrong mission statement. 3. Whittle it downNow it’s time to distill each answer down into a phrase or two for each of the above elements. In the process, you’ve likely landed on words and phrases that you really like, so this part should be easy. Now, plug them into the formula below:
You can change the order any way you see fit.
Let’s take a look at AnyClip’s mission statement as an example: AnyClip’s mission is to heighten viewer engagement, utilizing its metadata expertise to provide a personalized viewer experience.
4. Add colorAvoid flowery and unnecessary adjectives and adverbs that will take away from readability, but see if the addition or substitution of any word can help add more emotional feel, like Campaign Monitor does with “deliver,” “complex,” and “beautifully uncomplicated.” “We deliver technology that solves complex problems in a beautifully uncomplicated way.” 3. Make it publicNow it’s time to make your mission known! Here are some of the many ways to do it:
4. Adjust as neededChange happens. New leaders come on board. Businesses rebrand or merge. Goals and strategies shift. Culture evolves. So be sure to revisit your mission statement each year and make adjustments if needed. Business mission statement tips
Business mission statement templatesAs stated above, here is a basic mission statement template: We [what you do] by [how you do it] for [target customers] to [ultimate value you provide]. And you can re-order the elements:
For more inspirational wording, you can use this template We help/empower/equip [target customer] to achieve/reach/eliminate [desire/painpoint] by providing/building/creating [tangible deliverables]. The best business mission statement examplesLet’s explore some example mission statements for existing businesses and the different approaches they take. 1. Clarks—cultivate brand loyaltyCreating brand loyalty starts with creating an emotional connection with your ideal clients (and employees) through a winning mission statement. This keeps the values and goals of your company at the forefront in the minds of customers and employees. Clarks’ mission statement reads: “Our passion is to listen to our customers and deliver a product that allows the consumer to feel the pride, respect and trust of everyone at the Clarks Companies N.A.” 2. Swarvoski—attract and retain top talentHaving a mission statement is also important when it comes to attracting the right kind of talent to your company. People who identify with a company’s mission statement are motivated by more than just work and money. They are also motivated by their shared mission. Workers who are mission-driven are more likely to stay with a company and become high performers, which significantly contributes to the overall success of a business. Swarovski’s mission statement reads: Swarovski adds sparkle to everyday life with high-quality products and services that exceed our customers’ desires. We inspire our colleagues with innovation and reward their achievements while striving to expand our market leadership. 3. Patagonia—stand out from the competitionWhen you are first starting out, it’s vital that your company finds ways to stand out from other companies with similar products and services. A good business mission statement can help your company build trust with customers and create a connection with your target audience. Patagonia’s mission statement reads: “Build the best product cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” 4. Full Cast Audio—compete with the big brandsWhile it may at times feel like “the big guys” are hard to compete with, a well crafted mission statement can inform customers of the ways that your brand fits them better. There is no reason why you can’t build your brand recognition like large companies do. There are nearly 4 billion people on social media, and you can share with them your business mission through targeted digital marketing strategies. Full Cast Audio’s mission statement reads: “We are a small company with a big mission: to create great recordings of wonderful books using a full cast off actors rather than a single narrator. We truly believe that we are pioneering in a new art form, a new way to experience, more fully than ever, an author’s intent.” 5. Cisco—address the broader community you’re a part ofMany companies have several layers made up of products, services, and partners that contribute different things to the market. A unified business mission statement helps to clarify your company’s purpose to investors, clients, and applicants. Decide on the personality of your brand as a whole, and deliver that message through a well-defined mission statement. Cisco’s mission statement reads: “Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.” 6. Walmart—keep it short and sweetWalmart’s mission statement is only one sentence, which makes it easy to understand and remember. They clearly explain their reason for being and why they are important to the lives of their customers. Walmart’s mission statement reads: “To save people money so they can live better.” 7. Shopify—state your beliefA simple phrase like “we believe” followed by a unique perspective can help differentiate the “why” behind your brand. Shopify’s mission statement reads: “We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.” 8. Nike—make it inclusiveNike’s mission statement is clear, concise, and inclusive. Their goals are simple, and their messaging implies that everyone deserves to be inspired and benefit from their innovation. It reads: “Too bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” 9. Virgin America—position yourself as an industry leaderVirgin America’s mission statement tells you where they are located and exactly how they plan on accomplishing their goals. They also position themselves as an industry leader in domestic air travel. It reads: “Virgin America is a California-based airline that is on a mission to make flying good again, with brand new planes, attractive fares, top-notch service, and a host of fun, innovative amenities that are reinventing domestic air travel.” 10. Whole Foods—reveal your personalityWhole Foods Market mentions both generally and specifically who they would like to help with their business mission statement. This shows that their personality is focused on goodwill, and they clearly explain how they intend to improve the world with their business. The Whole Foods mission statement reads: “Our deepest purpose as an organization is helping support the health, well-being, and healing of both people—customers, Team Members, and business organizations in general—and the planet.” 11. WordStream by LOCALiQAnd last but not least, our mission statement here at WordStream by LOCALiQ is: To be the go-to resource for digital marketers and local business owners, providing the tools, strategies, data, and creative ideas they need to learn, grow, and succeed. Our mission statement has a touch of vision statement in it as it captures what we do now and where we strive to be. Short and sweet. Even more company mission statement examplesNo matter what a company offers, its mission statement is the rally cry for employees to come together for a “greater good.” Mission statements are a useful way to make sure that all different functions of the company are focused on a cohesive goal, as well as to brag about your offering to the world. When facing hard decisions, you can always return to your mission statement to justify your choice. Here are even more examples: 12. Airbnb’s mission statementBelong anywhere. Airbnb lets people offer their homes to strangers to stay in while visiting. Their simple, two-word mission is all they need to drive the point home. 13. WeWork’s mission statementCreate a world where people work to make a life, not just a living. WeWork offers office space for small companies, traveling employees, freelancers, and startups. The space is usually open (no cubicles!) and is a great place to grow your business through networking with those who share the space. 14. Square’s mission statementMake commerce easy. You probably recognize Square as the little white card-swipe widely used at farmer’s markets or craft fairs. The business has been growing rapidly, spreading to brick-and-mortar stores as credit cards are becoming the norm in shopping transactions. 15. Toys R Us’ mission statementBe the world’s greatest kid’s brand. Self-explanatory! Who didn’t dream of a trip to Toys R Us as a kid? I still have my stuffed Geoffrey the Giraffe… 16. TED’s mission statementSpread ideas. A nonprofit foundation, TED (Technology, Entertainment, Design) hosts conferences around the world to share ideas and “spark conversation.” You might know them as TED Talks or TEDx, probably in a university or city near you; the talks may be long and dive into complicated issues, but their mission only needs two words. 17. Burt’s Bees’ mission statementMake people’s lives better every day—naturally. Known for their distinct yellow-wrapped lip balms that can make you cry if you rub it under your eyes (a fun trick if you’re in fifth grade), Burt’s Bees uses natural ingredients to create eco-friendly cosmetics. Highly recommend their lip balm for lifeguards, not only does it turn your lips white, it really does work. 18. TOMS Shoes’ mission statementImproving lives. One for one. TOMS is a for-profit company that gives one pair of canvas shoes or eyeglasses to a person in need when another pair is purchased. Though the “One for one” verbiage is vague, it embodies the mission of TOMS in a comprehensive way for their employees and customers. 19. Zappos’ mission statementProvide the best customer service possible. Zappos was created because the founder couldn’t find the precise pair of shoes he wanted to buy. Since 1999, it has been making shoe-shopping easier and letting us know that the customer is always right. In fact, Zappos has clocked record-long customer service calls, with one at 10 hours and 29 minutes. They call this the “WOW philosophy.” 20. Lowe’s mission statementHelp customers improve and maintain their biggest asset – their home. Lowe’s value is obvious in their mission statement; the company was built around home improvement. 21. Cuisinart’s mission statementSavor the good life. The ultimate wedding present, famously used by Julia Child, is a Cuisinart food processor. I like the word “savor” in this mission statement, alluding to the culinary products Cuisinart sells—food makes the world go ‘round! 22. Life is Good mission statementSpread the power of optimism. Per Life is Good, “Life is not perfect. Life is not easy. Life is good.” The Life is Good community uses their “Superpowers” of good to spread optimism through this happy clothing line. They even have this fun diagram to show how you, too, can spread optimism! 23. Starbucks’ mission statementInspire and nurture the human spirit—one person, one cup, and one neighborhood at a time. This mission statement is particularly memorable because Starbucks is so popular but also known for showing the power of the human spirit through their decorative coffee cups. Controversial opinion: I personally love the new holiday cup… 24. Ann Inc. Mission StatementInspire and connect with women to put their best selves forward every day. Ann Taylor’s mission is not just to clothe professional women but also to encourage them to be the best. Feminism, yeah! 25. Google’s mission statementOrganize the world’s information and make it universally accessible and useful. This may be the most well-known mission statement since Google is the biggest company, and possibly most impactful, on this list. Bigger picture, meet the G. 26. Aveda’s mission statementCare for the world we live in, from the products we make to the ways in which we give back to society. Aveda has salons, spas, training institutes, and hair products worldwide which strive to treat the “planet we live in with care and respect.” 27. Naked Juice’s mission statementMaking the whole planet feel better. One bottle at a time. Naked Juice, the square-bottled smoothie drink company, has a mission statement with a high order, involving the whole planet, but shows the value and bigger picture well. 28. Warby Parker’s mission statementOffer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses. Like TOMS, Warby Parker also has a one for one policy, giving glasses to people in need with each purchase of full, but still reasonably priced, glasses. If the four people with shiny new Warby Parker glasses on our marketing team at WordStream is any indication, it’s working! Words to use in your mission statementWe’ll finish off with some words and phrases you can use in your mission statement. For a more complete list, check out these 350+ power words!
Get started with writing your business mission statementAs you can see from these examples, a great mission statement doesn’t need to be lengthy or incredibly detailed. Your mission statement should concisely communicate your company’s purpose and allow customers to see themselves within a brand. Follow these simple steps to create your own business mission statement that will impact your employees, investors, and customers alike. What is an example of a purpose statement?Purpose statement examples
Example 1: "Our purpose is to inspire every family in the world to enjoy Sunday dinner together." Example 2: "Our purpose is to support the health and well-being of our planet and everyone who lives here."
What is an example of a business purpose?CarMax: To drive integrity by being honest & transparent in every interaction. Casey's General Stores: To make the lives of our guests and communities better every day. CDW: To help our customers achieve their goals by providing them with the technology advice and products they need, when they need them.
How do you write a business statement of purpose?How Do I Write a Purpose Statement?. Step #1: Define what you do. But more specifically, lay out what your company does to solve a particular problem for your customers.. Step #2: Pinpoint your passion. ... . Step #3: List your values. ... . Step #4: Create a draft. ... . Step #5: Get feedback. ... . Step #6: Leave room for growth.. What makes a good purpose statement?To be effective, a statement of purpose should be: Specific and precise - not general, broad or obscure. Concise - one or two sentences. Clear - not vague, ambiguous or confusing.
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