How to write a mission statement: 6 tips and 5 inspiring examples

Your company’s mission statement is one of the shortest things you’ll write about your company, but what it lacks in length it makes up for in importance. How can you condense the impact your business has on customers and the marketplace at large in just a few words? With the right guidelines in hand, you’ll be well on your way to crafting a purposeful, memorable, and impactful mission statement.

What is a mission statement?

A mission statement is a concise overview of what your company does, how your company accomplishes that work, and why your company is committed to performing that work. These statements are intended to be succinct and to the point. They differ slightly from vision statements, which describe your company’s impact on the world in a more abstract way, but you may see elements of a mission statement and vision statement combined into one.

Why does your business need a mission statement?

A mission statement anchor’s your company’s purpose in a few significant ways:

  • It clearly communicates what you do. If a potential customer or client needs to know how your business can help them, they can gather everything they need to know from your mission statement.
  • It can help formulate your brand identity. A mission statement is just one of many parts that comprise your brand identity, or the combined messaging, visuals, and reputation that represent your company.
  • It’s your business’s “north star.” As your company grows, your mission statement serves as a central point to help you retain focus on your main objectives. If your company steers in a new direction, your mission statement may need some tweaking to reflect it.
  • It keeps your team on the same page. On a high level, a mission statement keeps everyone who works at your company moving forward toward the same goal, whether that’s to offer great service, introduce the most innovative products, or make the world a better place through their work.

What are the elements of a mission statement?

Each organization’s mission statement is unique to reflect its own objectives and needs. However, mission statements share a few key elements, including:

  • Intent. Why does your company exist? Stating its purpose is a cornerstone of a mission statement.
  • Specificity. How your company makes a difference in your corner of the world is part and parcel of your mission statement. 
  • Realism. A mission statement engages in believable and approachable facts. 

These elements all come into play when drafting your mission statement. Keep reading to learn how to put these tips to work.

6 tips for writing a great mission statement

A great mission statement is straightforward, to the point, meaningful, honest, and resilient. As you set out to write your mission statement, keep these six tips in mind so you can craft the best possible version.

Keep it simple

Clarity is key to a quick delivery. The easier it is to understand your mission statement, the more successful it will be!

Keep it short

You don’t need to compose a laundry list of objectives and possibilities when crafting your company’s mission statement. Rather, aim for the main point, and get there as quickly as possible.

Be purposeful

Your mission statement should be written with intention and meaning. Embrace deliberate and actionable language that describes what your company offers and the values you hold. Vague references to your company’s reason for being won’t have the same effect on your customers and employees.

Be believable

Above all else, your mission statement needs to be realistic. After all, if it sounds too good to be true, your customers may think it is. This is especially true if you want to make claims in your mission statement. For example, if your shoe store’s mission statement is to provide the best selection of footwear in the world, be sure that’s literally true before adding it to your mission statement.

Think long term

As a core tenet of your brand identity, your mission statement sets out to support your company today and years into the future. The fewer times you need to change your mission statement, the more resilient your brand. That being said...

Embrace revision if necessary

Your business may change its mission as the years go by, particularly if your core products or services evolve or your customer base shifts. And that’s totally okay! As your business evolves, though, make sure that your mission can keep up. If your mission statement doesn’t sound like what you do anymore, it may be time for a brand refresh.

motivation neon sign
Photo by Austin Chan on Unsplash

5 mission statement examples and what makes them great

Need some inspiration to write your own mission statement? These five mission statements from global companies are great examples to follow.

Tesla

Tesla’s mission is to “accelerate the world’s transition to sustainable energy.” Alternative energy sources like rechargeable cars and solar energy are at the heart of Tesla products. As Tesla expands and researches new possibilities to bring to the public, this mission statement serves as the central pulse, its commitment to the public and employees alike that renewable energy will stay as one of the company’s core values.

Sweetgreen

The salad restaurant’s mission statement is “to inspire healthier communities by connecting people to real food.” In just a few straightforward words, Sweetgreen establishes its business as a facilitator of nutrition and community well-being, not just any old salad place. The company carries through its mission by incorporating initiatives that ensure they are a “positive force on the food system,” including a goal to be a carbon-neutral company by 2027.

TED Talks

The speaking platform uses just two words in its mission statement: “Spread ideas.” Clear, to the point, and believable, this mission statement tells you everything you need to know about the company’s reason for being. Plus, you can’t get much shorter than two words!

Patagonia

This brand, well known for its environmental activism, bakes that brand value directly into their mission statement, which says the company’s aim is to “build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.” True to their mission, Patanogia has built a brand reputation around quality items while never straying from its mission to give back to the planet through activism and ethical best practices.

Starbucks

The coffee chain has set out to create the cafe experience through more than 32,000 locations around the world, a testament to its mission: “To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.” Through a relaxing atmosphere, easy listening music, and of course, best-selling drinks (pumpkin spice latte, anyone?), Starbucks creates a sense of belonging where anyone can sit back and enjoy an experience, not just a cup of coffee.

starbucks recyclable coffee cups
Photo by quan le on Unsplash

Put your new mission statement into action

Once you’ve prepared a mission statement, don’t forget to share it with the world! This important part of your brand identity should make its way onto your website and into core company documentation. Elements of your mission statement may even be repurposed and used for advertising. 

Namecheap’s Visual maker is here to help. Through our intuitive, handy tools, you can begin to build your brand from the ground up. Use your mission statement to drive your imagination as you design a logo with Logo Maker, selecting colors, shapes, and fonts that can help drive home the purpose set in your mission statement. Our easy-to-use website builder makes launching your company as simple as dragging and dropping your favorite components onto your beautiful new site. And when it comes time to network, our business card maker makes this essential collateral a breeze to create. Get started today!


Nick Allen

Nick Allen

Nick Allen is a writer, photographer, and content marketer. He’s also the founder of BrainBoost Media, a boutique content and operations studio. With a wide range of interests, he enjoys reading and writing about sports, entrepreneurship, and start-ups.
More articles written by Nick.

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