Have you noticed how top companies always have a memorable mission, vision, and motto? CEOs know that promoting a company’s mission enhances brand recognition and awareness. Moreover, by declaring their goals and core values, these brands build a community of buyers with the same values. Hence, they sell more.
One of the best ways businesses can declare their mission to the world is by sharing a company statement. You don’t even have to allocate a huge budget to create one. In this article, we explain what a mission statement is, give the best examples, and teach small business owners how to write unique and purposeful ones with our step-by-step guide.
With a powerful mission statement, you’ll have a clear vision of how to make cohesive designs that represent your brand. And VistaCreate’s assets and features will help you convey your message visually.
What is a company mission statement, and why do you need one
A mission statement is an action-based declaration of a company’s purpose behind products or services. It defines the brand’s target audience and reveals how a product solves problems.
A well-written mission statement focuses your team’s efforts, motivates employees, and communicates your company’s core values to customers.
Mission and vision statements: The differences
Although a mission statement is about your vision of your company’s goals, there is a significant difference between mission and vision statements.
A vision statement describes how your brand influences the future of this world. For instance, here’s a vision statement from the Alzheimer’s Association: “A world without Alzheimer’s disease.” Here, they are looking into the future; specifically how their work will improve health globally.
A mission statement, on the other hand, is about the “here and now”; it’s a roadmap of how a company solves the problems of its target audience at this very moment.
15 mission statements from famous brands
The best way to understand a mission statement is through examples, so we selected 15 inspiring ones from top companies for you to learn from. Read them carefully and align each case with these brands’ products and services. Notice how they compose their values, products, and target audiences in literally a sentence or two.
“To deliver information on the people, ideas, and technologies changing the world to our community of affluent business decision-makers.”
“To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”
“To connect the world’s professionals to make them more productive and successful.”
“To organize the world’s information and make it universally accessible and useful.”
5. The Home Depot
“To provide the highest level of service, the broadest selection of products and the most competitive prices.”
“The Museum of Modern Art connects people from around the world to the art of our time. We aspire to be a catalyst for experimentation, learning, and creativity, a gathering place for all, and a home for artists and their ideas.”
“To inspire and enable people to confidently explore, experience and share our world.”
“To empower creators to make their best work and get it in front of the audience they deserve.”
“To serve consumers through online and physical stores and focus on selection, price, and convenience.”
“To act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.”
“To help bring creative projects to life.”
“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.”
“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.“
“We aim to build a better world — helping people live better and renew the planet while building thriving, resilient communities.”
How to create a mission statement for your brand
Look at the examples above, and you’ll see that most mission statements start with “To…(do this and that)”. And if the biggest brands use this formula to create their mission statements, it will probably work for you, too. Now, it’s time to learn how you can craft your mission statement. Follow our guide and move along with these three steps.
1. Look at the reasons behind your product or service
Creating a mission statement for your company involves reflecting on what products and services you are offering and why. Elaborate on your reasons from all the angles because you need to know exactly what your business is about and what challenges it solves. This work includes a philosophical review of the core values of your business. Ask yourself these questions and write down the detailed answers:
- Why do we create this particular product or service? Why are we in business?
- What was my idea and my personal story behind starting this company?
- Who are our customers, and what do they need most?
- What value do our products or services bring to consumers?
- What differentiates us from our competitors?
- How can we be more inspiring than our competitors?
If you are a small business owner with a team, get their POV on your brand. This experience can open a whole new dimension in your perception of your business. Ask your colleagues to answer the following questions (we bet you’ll get some insight after seeing their replies):
- Why do you work for this company?
- How do the brand’s core values align with your personal life principles?
- How does our work inspire our consumers, and why?
2. Analyze all the answers into a long-form statement
Look at the answers for some commonly recurring themes. For example, you and your team emphasize the same core values even without discussing them previously. Or perhaps you’ll find out that the reason why you created the company is deeply rooted in your family values and a certain philosophy.
Note down all the recurring phrases and notice your own reaction to these answers: the right ones are those that inspire you personally. Combine them into text blocks and long pieces, which will be easier to work with and cut down in the next stage. Once you have a long-form statement, cut it down to the essence, and try to turn it into one or two sentences.
3. Test your company mission statements to find the one
Review all the potential mission statements and make sure they are unique to your brand and set you apart from the competition. The mission statement should reflect your company’s personality and sound like you.
Show your options to friends and colleagues and ask for honest feedback. It all comes to a simple question: does this inspire you? The main idea behind the mission statement for a company is that it should empower both the creators of products or services and their customers. If all these factors come together in one of the statements, then this is it. It’s the One.
Now, it’s time to learn how you can use your mission statement.
Where to use your company’s mission statement
Use your mission statement to communicate with your target audience across multiple channels. We recommend incorporating it on a large scale but in small doses. After all, you want to inspire customers and not push them away by being too annoying. Here is where the mission statement will work best:
Website and socials
Put your mission statement on the main page of the company’s website and About page.
Do it in text, or better, create a banner to present the statement visually. Then, optimize the same design for your social media profiles.
For example, a top-notch image with a short mission statement can make a perfect Facebook or LinkedIn cover.
Adding a company’s mission statement to your email signature or newsletter can boost your brand awareness. When seeing your inspiring statement regularly, subscribers will gradually remember your company as a brand they can trust and relate to.
When writing press releases, include your mission statement. This way, you can spark interest in your brand and give journalists a complete picture of the company’s goals and vision.
Put your company’s mission statement on marketing materials — business cards, booklets, brochures, flyers, catalog covers, etc. When presenting a brand in exhibitions and events, put your mission statement on a print banner or poster. This will draw more attention to your exhibition stand and increase brand recognition.
Learn more about VistaCreate print options in this article.
Final thoughts on mission statements
The real purpose of creating a mission statement is to manifest your brand’s value and send a message to your potential buyers worldwide. The statement is also a guiding light for you and your team that keeps you focused and motivated. All legendary companies have exciting mission statements, and we hope this article has inspired you to create yours.
Once you’ve sorted it out, start designing around your mission to develop your brand’s visual aesthetic. Experiment with your statement in VistaCreate to see how it looks in different fonts and formats. Now, add it to any VistaCreate template to make a professional design that stands out. Introduce your brand to the world and take your rightful place among other industry players!