Why do you choose to buy products and services from certain brands even when cheaper options exist? It often comes down to a compelling brand mission \u2014 like these 35 mission statement examples I gathered to give you inspiration.<\/p>\n
<\/a><\/p>\n Brands use a mission statement to express their principles, and, as consumers, we like to patronize businesses that share our values.<\/p>\n To help you craft a mission statement that expresses your brand’s values and connects with your audience, here are 35 mission statements that will inspire you.<\/p>\n If you\u2019re in a bit of a time crunch, use this table of contents to find precisely what you\u2019re looking for to inspire the development of your company\u2019s mission.<\/p>\n Table of Contents<\/p>\n What is a mission statement?<\/a> <\/a> <\/p>\n A mission statement is a simple statement about the goals, values, and objectives of an organization. A mission statement summarizes why a business exists and helps a company respond to change and make decisions that align with its vision.<\/p>\n This brief description helps customers, employees, and leadership understand the organization\u2019s top priorities.<\/p>\n\n I’ve found that a great mission statement combines physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do.<\/p>\n A good mission statement will not only explain your brand\u2019s purpose but will also foster a connection with customers.<\/p>\n If you’re struggling to write a superb mission statement, tools like HubSpot’s Free AI Content Writer<\/a> can help you craft one that will connect with your audience and explain your brand’s values.<\/p>\n Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:<\/p>\n \u00a0Brand purpose.<\/strong> What does your product or service do or aim to offer and for whom? <\/p>\n \u00a0Brand values.<\/strong> What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique. <\/p>\n \u00a0Brand goals.<\/strong> What does your company accomplish for customers? Why should they purchase from you instead of other competitors? <\/p>\n With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we\u2019ll guide you step by step through writing a proper mission statement to build on as your company evolves.<\/p>\n <\/a> <\/p>\n You understand the importance of a well-crafted mission statement that effectively summarizes a company\u2019s purpose, but how do you write one?<\/p>\n Let\u2019s look at the steps to write a good mission statement, and then we\u2019ll dive into mission statement examples to inspire your creativity.<\/p>\n \u00a0Explain your company\u2019s product or service offering. A good mission statement helps prospects understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:<\/p>\n Are you selling a product or service? Record your answers and focus on how your product or service brings value to your buyer personas<\/a>, otherwise known as your target audience.<\/p>\n Now, this is where you can start thinking bigger. You didn\u2019t just make a product or service at random. Instead, you\u2019re most likely motivated by a set of core values<\/a>.<\/p>\n This is particularly important for socially conscious businesses and brands that care about well-being.<\/p>\n Core values are deeply ingrained principles that guide a company\u2019s actions. Take HubSpot\u2019s culture code, HEART<\/a>, for example:<\/p>\n Humble. These are principles that not only company employees respect but are principles that our customers appreciate as well.<\/p>\n By identifying core values that hold meaning on personal and organizational levels, you\u2019ll have an appealing set to add to your mission statement.<\/p>\n So, how can your company’s offering serve your core values? You need to connect\u00a0the two in a way that makes sense to the public.<\/p>\n For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices.<\/p>\n Essentially, you\u2019re taking the literal benefit of the offering and expanding it to serve a higher purpose.<\/p>\n A mission statement can be as short as a single sentence or as long as a paragraph, but it\u2019s meant to be a short summary of your company\u2019s purpose. You need to state the what, who, and why of your company:<\/p>\n What <\/strong>\u2014 The company offering. <\/p>\n Who <\/strong>\u2014 Who you\u2019re selling to. <\/p>\n Why <\/strong>\u2014 <\/strong>The core values you do it for. <\/p>\n Condense this to be between one and three sentences long. At this stage of development, it\u2019s often helpful to write several mission statement drafts to help process ideas and experiment.<\/p>\n Once you have successfully conveyed your brand\u2019s message, it\u2019s time to refine and perfect your mission statement.<\/p>\n Above all, your mission statement stands as a marketing<\/a> asset<\/strong> that is meant to be:<\/p>\n Clear. Your mission statement should clearly outline the purpose of your company offering, capture the company spirit, and show the common goals the company is working to achieve.<\/p>\n Have other team members or advisors read your mission statement draft and make adjustments if needed according to their recommendations.<\/p>\n This is normally a slow process for brands, and I\u2019ll share ideas and company mission statement examples in a moment to help inspire creativity in the writing process.<\/p>\n <\/a> <\/p>\n A vision statement is aspirational and expresses your brand\u2019s plan or \u201cvision\u201d for the future and potential impact on the world. It often serves as a guide for a brand\u2019s future goals and explains\u00a0why customers and employees should stick around for the long haul.<\/p>\n A good vision statement should be bold and ambitious. It\u2019s meant to be an inspirational, big-picture declaration of what your company strives to be in the future.<\/p>\n It gives customers a peek into your company\u2019s trajectory and builds customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.<\/p>\n Your company vision is meant to be inspirational while also aligning with the company\u2019s mission. A vision statement should have the following characteristics:<\/p>\n \u00a0Aspirational and ambitious.<\/strong> Have a lofty outlook for what you want your business to accomplish? Here\u2019s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future. <\/p>\n \u00a0Practical and achievable. <\/strong>While your statement should be ambitious, it shouldn\u2019t be impossible. Set a goal that is both challenging and practical. <\/p>\n \u00a0General.<\/strong> Your vision should be broad enough to encompass all of your brand\u2019s overall goals. Think of it as an umbrella for your mission statement and company objectives to nest under. <\/p>\n Mission and vision statements are often combined into one comprehensive \u201cmission statement\u201d to define the organization\u2019s reason for existence and outlook for internal and external audiences, such as employees, partners, board members, consumers, and shareholders.<\/p>\n The difference between mission and vision statements lies in the purpose they serve.<\/p>\n <\/a> <\/p>\n A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them.<\/p>\n On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company\u2019s services.<\/p>\n Thus, a mission statement is a roadmap for the company\u2019s vision statement.<\/p>\n A mission statement is a literal quote stating what a brand or company is setting out to do. It tells the public about the product and service it offers, who it makes it for, and why it\u2019s doing it.<\/p>\n A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement.<\/p>\n This is more conceptual, as it\u2019s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in the long term.<\/p>\n In summary, the main differences between a mission statement and a vision statement are:<\/p>\n Mission statements<\/strong> describe the current purpose a company serves. The company\u2019s function, target audience, and key offerings are elements that are often mentioned in a mission statement. <\/p>\n Vision statements<\/strong> are a look into a company\u2019s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they\u2019ll be described in the future tense. <\/p>\n Now that we know what they are, let\u2019s dive into some useful examples of each across different industries.<\/p>\n <\/a> <\/p>\n <\/a>Free Guide:<\/strong> 100 Mission Statement Templates & Examples<\/a><\/p>\n Need more examples to build your mission statement? Download our free overview of mission statements \u2014 complete with 100 templates and examples to help you develop a stand-out mission statement.<\/p>\n Write a mission statement with these\u00a0useful<\/a>\u00a0templates<\/a>, like the example below:<\/p>\n\n <\/a> <\/p>\n Image Source<\/a><\/em><\/p>\n There are tons of T-shirt companies in the world, but Life is Good\u2019s mission sets itself apart with a mission statement that goes beyond fun clothing. The statement is to spread the power of optimism.<\/p>\n How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company\u2019s community<\/a> and the Life is Good Playmaker Project page<\/a>.<\/p>\n What I\u00a0like<\/strong>: Life is Good has a lofty, yet specific, mission statement. It\u2019s a hard-to-balance combination.<\/p>\n Image Source<\/a><\/em><\/p>\n Notice that sweetgreen\u2019s mission is positioned to align with your values \u2014 not just written as something the brand believes.<\/p>\n Sweetgreen’s mission lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us \u2014 the customer \u2014 because we\u2019re the ones who want more locally grown, healthy food options.<\/p>\n This statement is made stronger by its mission to connect people. That promise has gone beyond Sweetgreen\u2019s website and the walls of its food shops: The team has also made strides in the communities where it\u2019s opened stores.\u00a0<\/p>\n What I\u00a0like<\/strong>: Inclusive language is built into this statement.<\/p>\n Image Source<\/a><\/em><\/p>\n Patagonia\u2019s mission statement spotlights the company\u2019s commitment to helping the environment and saving the earth. In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.<\/p>\n If your company focuses on growing its business and giving back, consider including in your mission statement both the benefits you bring to customers and the value you want to bring to a greater cause.<\/p>\n What I\u00a0like<\/strong>: This mission statement example from Patagonia succinctly combines their products and activism into one memorable sentence.<\/p>\n Image Source<\/a><\/em><\/p>\n \u00a0American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it\u2019s famous for.<\/p>\n We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.<\/p>\n What I\u00a0like<\/strong>: The emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.<\/p>\n Image Source<\/a><\/em><\/p>\n In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future. The mission statement\u2019s success all comes down to spot-on word choice.<\/p>\n What I\u00a0like<\/strong>: Warby Parker doesn\u2019t hold back on letting its unique personality shine through.<\/p>\n <\/strong><\/p>\n Image Source<\/a><\/em><\/p>\n This mission statement from InvisionApp is:<\/p>\n Brief. As a result, it makes the folks at InvisionApp seem trustworthy and genuine.<\/p>\n What I\u00a0like<\/strong>: This mission statement uses short senses and powerful words to be as pointed as possible.<\/p>\n Image Source<\/a><\/em><\/p>\n Penguin is speaking to an audience that is excited to expand their horizons and explore new narratives. This mission statement focuses on the power of story and how it can shape lives.<\/p>\n With that, the publishing house makes its mission more than just releasing books.<\/p>\n What I\u00a0like<\/strong>: Penguin creates a mission that everyone can relate to. Who doesn\u2019t love a good story?<\/p>\n Image Source<\/a><\/em><\/p>\n The folks at IKEA dream big. Their vision-based mission statement communicates their mission of making everyday life better for their customers. It\u2019s a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.<\/p>\n \u201cOur business idea supports this vision … so [that] as many people as possible will be able to afford them,\u201dthe brand states.<\/a><\/p>\n What I\u00a0like<\/strong>: Using terms like \u201cas many people as possible\u201d makes a huge company like IKEA much more accessible and appealing to customers.<\/p>\n Image Source<\/a><\/em><\/p>\n A previous version of Nordstrom\u2019s mission statement was, \u201cOffering customers the very best service, selection, quality, and value.\u201d<\/em><\/p>\n Although clothing selection, quality, and value all have a place in the company\u2019s mission statement, it\u2019s clear that it\u2019s all about the customer: \u201cNordstrom works relentlessly to give customers the most compelling shopping experience possible.\u201d<\/p>\n What I\u00a0like<\/strong>: The use of the term \u201cgreat experiences\u201d creates the feeling that Nordstrom cares about retaining customers instead of making on-off sales, which breeds customer loyalty.<\/p>\n Image Source<\/a><\/em><\/p>\n Cradles to Crayons divided its mission and model into three sections that read like a game plan:<\/p>\n The Need. The \u201crule of three\u201d is a powerful rhetorical device called a tricolon that\u2019s usually used in speechwriting to help make an idea more memorable.<\/p>\n A tricolon is a series of three parallel elements of roughly the same length \u2014 think, \u201cI came; I saw; I conquered.\u201d<\/p>\n What I\u00a0like<\/strong>: This mission statement begins by feeling very detailed but zooms out to encompass the overall wellbeing of its target audience.<\/p>\n Image Source<\/a><\/em><\/p>\n According to its mission statement, a company thrives when it pleases its customers, employees, partners, and investors. Universal Health Services endeavors to do just that.<\/p>\n As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors.<\/p>\n What I\u00a0like<\/strong>: The brand places emphasis on each facet of the organization by capitalizing the font, making it easy to skim and digest.<\/p>\n Image Source<\/a><\/em><\/p>\n I love the approachable language JetBlue uses to describe its commitment to charitable partnerships and influential programs. For example, the brand writes how it \u201cset out in 2000 to bring humanity back to the skies.\u201d<\/p>\n On its website, JetBlue breaks down all its initiatives well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.<\/p>\n What I\u00a0like<\/strong>: JetBlue has to straddle two sides of its business: the flight experience (in the air) and the entire experience that customers have with buying flights (on the ground).<\/p>\n This mission statement is short but manages to encompass both sides of the company.<\/p>\n Image Source<\/a><\/em><\/p>\n Workday doesn\u2019t use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such <\/em>a way. Instead, the business takes a stance on values.<\/p>\n There\u2019s a lot of great tech out there, but at Workday, it revolves around the people<\/strong>. Their mission statement observes the state of its industry \u2014 which Workday believes lacks a human touch \u2014 and builds company values around it.<\/p>\n What I\u00a0like<\/strong>: This mission statement is confident yet kind.<\/p>\n Image Source<\/a><\/em><\/p>\n Sometimes, the best way to communicate is to be direct. Lowe\u2019s mission statement does this beautifully, and it\u2019s also a great lesson in how the words and phrases you choose show your audience the force behind your mission.<\/p>\n This mission statement begins with the word \u201ctogether.\u201d So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team. That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work<\/a> that this organization does.<\/p>\n What I\u00a0like<\/strong>: This statement hones in on the who, how, what, and why behind this powerful home improvement brand.<\/p>\n Image Source<\/a><\/em><\/p>\n A car company\u2019s punny use of the word \u201caccelerating\u201d is just one reason this mission statement sticks out. But, Tesla makes this list because of how its mission statement describes the industry<\/em>.<\/p>\n Tesla\u2019s primary interest promoting sustainable energy. Sustainable energy still has a \u201clong road\u201d ahead of it (pun intended) \u2014 hence the world\u2019s \u201ctransition\u201d into this market.\u00a0<\/p>\n What I\u00a0like<\/strong>: The Tesla mission statement uses incredibly well-chosen words to communicate multiple meanings and make customers think about the industry as a whole, not just the company.<\/p>\n
\n How to Write a Mission Statement<\/a>
\n What is a vision statement?<\/a>
\n Mission vs Vision Statements<\/a>
\n Mission and Vision Statement Template<\/a>
\n Best Mission Statement Examples<\/a>
\n Best Vision Statements Examples<\/a> <\/p>\nWhat is a mission statement?<\/h2>\n
What makes a good mission statement?<\/strong><\/h3>\n
What are the three parts of a mission statement?<\/strong><\/h3>\n
How to Write a Mission Statement<\/h2>\n
\n \u00a0Identify the company\u2019s core values.
\n \u00a0Connect how your company\u2019s offering aligns with your values.
\n \u00a0Condense these statements into one.
\n \u00a0Refine your mission statement. <\/p>\n1. Explain your company\u2019s product or service offering.<\/strong><\/h3>\n
\n Why would customers buy it?
\n How does your offering solve for the customer? <\/p>\n2. Identify the company\u2019s core values.<\/strong><\/h3>\n
\n Empathetic.
\n Adaptable.
\n Remarkable.
\n Transparent. <\/p>\n3. Connect how your company\u2019s offering aligns with your values.<\/strong><\/h3>\n
4. Condense these statements into one.<\/strong><\/h3>\n
5. Refine your mission statement.<\/strong><\/h3>\n
\n Concise.
\n Free of fluff. <\/p>\nWhat is a vision statement?<\/h2>\n
What makes a good vision statement?<\/strong><\/h3>\n
What are the three parts of a vision statement?<\/strong><\/h3>\n
Mission Statement vs. Vision Statement<\/h2>\n
Mission and Vision Statement Template<\/strong><\/h2>\n
\n1. <\/strong>Life Is Good<\/a><\/strong>: To spread the power of optimism.<\/strong>
\n<\/h3>\n\n\n2. <\/strong>sweetgreen<\/a><\/strong>: Building healthier communities by connecting people to real food.<\/strong>
\n<\/h3>\n\n\n3. <\/strong>Patagonia<\/a><\/strong>: Patagonia is in business to save our home planet.<\/strong>
\n<\/h3>\n\n\n4. <\/strong>American Express<\/a><\/strong>: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.<\/strong>
\n<\/h3>\n\n\n5. <\/strong>Warby Parker<\/a><\/strong>: To inspire and impact the world with vision, purpose, and style.<\/strong>
\n<\/h3>\n\n\n6. <\/strong>InvisionApp<\/a><\/strong>: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.<\/strong>
\n<\/h3>\n
\n Authentic.
\n Business babble-free. <\/p>\n\n7. <\/strong>Penguin Randomhouse<\/a><\/strong>: To ignite a universal passion for reading.<\/strong>
\n<\/h3>\n\n\n8. <\/strong>IKEA<\/a><\/strong>: To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.<\/strong>
\n<\/h3>\n\n\n9. <\/strong>Nordstrom<\/a><\/strong>: Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.<\/strong>
\n<\/h3>\n\n\n10. <\/strong>Cradles to Crayons<\/a><\/strong>: <\/strong>Provides children from birth through age 12 living in homeless or low-income situations with the essential items they need to thrive \u2014 at home, at school, and at play.<\/strong>
\n<\/h3>\n\n
\n The Mission.
\n The Model. <\/p>\n\n11. <\/strong>Universal Health Services, Inc.<\/a><\/strong>: <\/strong>To provide superior quality healthcare services that patients recommend to family and friends, physicians prefer for their patients, purchasers select for their clients, employees are proud of, and investors seek for long-term returns.<\/strong>
\n<\/h3>\n\n\n12. <\/strong>JetBlue<\/a><\/strong>: To inspire humanity \u2014 both in the air and on the ground.<\/strong>
\n<\/h3>\n\n\n13. <\/strong>Workday<\/a><\/strong>: Our core values guide everything we do \u2014 employees, customer service, innovation, integrity, fun, and profitability.<\/strong>
\n<\/h3>\n\n\n14. <\/strong>Lowe\u2019s<\/a><\/strong>: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.<\/strong>
\n<\/h3>\n\n15. <\/strong>Tesla<\/a><\/strong>: Accelerating the world\u2019s transition to sustainable energy.<\/strong>
\n<\/h3>\n\n\n16. <\/strong>Invisible Children<\/a><\/strong>: Invisible Children exists to end violent conflict and foster thriving ecosystems in solidarity with our world\u2019s most at-risk communities.<\/strong>
\n<\/h3>\n\n