The purpose of a company mission statement

At its core, a mission statement communicates a business’s values, its mission and how it goes about accomplishing that mission. It also identifies how your company differs from the competition and establishes a direction for a business. But for a mission statement to do all this work, it has to be more than a catchy slogan.

Customers might view your mission statement as the reason to remain loyal clients, particularly if the values within align with theirs. Likewise, a mission statement can draw motivated, inspired employees who believe in your company’s mission.

In a nutshell, a mission statement:

• Clarifies why an organization exists: It explains your company’s goals and how it plans to achieve those goals. By providing a clear sense of purpose and direction, a mission statement helps align employees, customers, investors and other collaborators around a common vision.
• Helps a business distinguish itself from the competition: By communicating the company’s unique values and position, a mission statement attracts those who share the same ideals.
• Provides precise guiding principles: By providing a clear sense of purpose and direction, mission statements guide your priorities and business decisions by keeping them aligned with your business values.
• Ties team members together through a shared purpose: In articulating a company’s core philosophies, a mission statement fosters purpose, direction and belonging across the entire company.

Mission statements serve as the foundation for a company’s culture and future direction, and they’re vital to any organization that wants to develop a lasting brand defined by purpose.

The makings of a great mission statement

Crafting an unforgettable mission statement that emblazons itself in your audience’s minds isn’t easy. Writing your mission statement will take significant thought and reflection. Even if you’ve already defined your company goals and values, you’ll need time to reduce them to their essence.

Generally, a good mission statement:

• Represents the core values of the company: A good mission statement will represent your company’s core values, including its guiding principles and beliefs. It articulates your purpose and priorities and represents your business’s unique identity.
• Is concise, clear and memorable: The best statements are often a few carefully selected words. Any mission statement should be memorable and shouldn’t require any additional elaboration.
• Gives a broad but clear view of the business’s mission: Rather than focusing on details or strategies, mission statements should be aspirational, yet distinct enough to communicate values clearly.

It’s important to maintain balance while considering these variables. A mission statement that’s too vague or generic doesn’t provide clarity or purpose. It can confuse people and muddle your brand identity. On the other hand, one that’s too narrow could be limiting, turning people away that might otherwise engage with your company.

One essential characteristic of a mission statement is authenticity. Statements that aren’t aligned with a company’s culture and values can lead to conflicting customer and collaborator perceptions, which is never a good thing. The values of creativity, innovation and risk-taking are attractive, but if your business is practical and reliable, be genuine about it. It’s much better to communicate your company’s strengths.

Real-world examples of company mission statements

Taking a look at real-world examples can provide insights into what goes into crafting a great company mission statement. By reading statements of leading organizations, you can learn from their successes and failures and gain a deeper understanding of what makes a mission statement—and the brands they reflect—effective.

The examples below demonstrate values and purpose, as well as a vision for where each brand is headed. They guide the organizations they reflect, inspiring collaborators and customers alike. Since they’re also inspiring and concise, they can guide you in crafting your own mission statement.

IKEA

“To create a better everyday life for the many people.”

IKEA’s mission statement is simple yet powerful. It reflects the company’s commitment to providing well-designed furniture to everyone. It also embodies the company’s Scandinavian heritage, which emphasizes simplicity and practicality. This statement is simple and practical, and it clearly guides IKEA’s initiatives, demonstrating the company’s commitment to providing great, affordable furniture that improves the lives of people all over the world.

Apple

“Bringing the best user experience to its customers through its innovative hardware, software and services.”

There’s nothing transcendent about Apple’s mission statement. The company’s aim is plain and simple: to provide the best user experience. Since this commitment to the user experience has helped the tech company become the most successful brand in the world, the statement is spot on. The statement also alludes to the company’s future in its offerings of hardware, software and services.

TED

“Spread ideas.”

TED’s mission statement is famously simple and direct. From its early days as a technology conference, TED has expanded to cover a broad range of topics, with thought leaders from nearly every conceivable industry sharing on its platform. By sharing their insights and inspiration, they help TED toward its simple yet powerful mission of spreading ideas.

Write your own company mission statement

Although it’s challenging, writing your business’s mission statement is fundamental in developing a strong brand and creating a map for your company to follow.

Use the following steps as a guide while you create your own mission statement:

1. Identify your brand’s core values: Start by identifying your company’s core values. Ask yourself what characteristics your company embodies, such as social impact, integrity, innovation or creativity.
2. Clarify your company’s core purpose: Figure out the one thing your company exists to do. This could be a need your business provides to customers or a problem it solves uniquely.
3. Write with your core audience in mind: When crafting your statement, imagine your business’s perfect customer and write specifically to them. Your mission statement should resonate with your customers.
4. Get feedback from collaborators: You’ll likely go through a few drafts. As you do, gather feedback from collaborators. They can provide other perspectives on the purpose and values of your business and help make sure it lands with the right people.
5. Perfect your message: Refine the fundamental essence of your business into a simple and concise message your customers and team members will remember and appreciate.

Keep in mind that crafting your mission statement is an iterative process, and there’s no need to rush. Take the time to think, write and receive feedback, so you can hone in on what makes your business unique.

Company mission statement FAQs

What is the difference between a mission statement and a vision statement?

Mission statements and vision statements are both essential components of a company’s strategic plan, but they serve different purposes. A mission statement defines the organization’s purpose and primary objectives, while a vision statement describes the organization’s aspirations and future goals.

What are the benefits of having a mission statement?

A mission statement communicates an organization’s core values and serves as a guide to help keep the organization aligned with its goals. Mission statements also serve to assure collaborators and customers of the company’s commitments. When a mission statement aligns with business actions, it improves customer—and investor—perceptions.

Should company mission statements be included in job descriptions?

You should definitely include mission statements in job descriptions for leadership positions. Startups and companies that prioritize cultural fit should also include mission statements in their job descriptions since this can help attract the right candidates.