If you’re in the early stages of starting a business or refreshing an established one, we recommend writing a mission statement that summarizes the who, what, and why of your company. Mission statements are only a sentence or brief paragraph, but these strategic words can have a profound impact on your company. 

This is why finding a slot in your schedule to compose an effective mission statement should be a top priority. Don’t let uncertainty slow you down if this seems like a tough task. We’ve compiled some useful tips and examples that will help you write a mission statement that suits your brand and its audience.

What is a Mission Statement?

A mission statement describes your company’s purpose, its reason for existence. You’ll usually find a company’s mission statement on its business plan, but limiting it to that location is a missed opportunity. Why? Because mission statements are a significant part of brand identity, both internally and externally. Published statements accessible to employees and customers should provide continuous inspiration.

How can you accomplish this? Reviewing the core values of your business is a good place to start. If you don’t have those planned out yet, pause and consider the beliefs intertwined with your company’s operation. Incorporating these guiding principles into your mission statement can translate into a potent public message.

It’s also wise to stick with what drives your business now rather than in the distant future. Mission and vision statements aren’t synonymous, despite both defining brands. Unlike a mission statement, a company’s vision statement describes its future goals and outlook. However, a vision statement can be a wonderful accompaniment to a mission statement on your website’s about page.

Why Your Business Needs a Mission Statement

A good mission statement appeals to several audiences. It starts with you and your team, providing clarity and commitment in the workplace. Your business will run smoother if everyone understands what they need to do and why their contributions matter. This will help keep employees motivated with strengthened resolve, which is central to success.

Mission statements should also be attractive to your customers. Today’s shopper is seeking an emotional connection with brands that share their ideals. They want to feel good about their transactions whenever possible. Evaluate whether your core values match the target audience you have in mind. If that’s not the case, you might struggle to capture their attention.

Finally, your mission statement should also speak to any company investors. Gaining adequate financial footing can be absolutely crucial to moving ideas forward. A convincing mission statement can create the momentum needed to sign on the dotted line.

Elements of a Mission Statement

A company’s mission statement should be concise, composed of one to three sentences. That may seem easy enough, but there’s plenty to pack into the writing process if you want your words to exhilarate anyone who encounters them.

Consider these elements when drafting your mission statement:

• Purpose: What does your business do and why does that matter?
• Values: What internal beliefs guide the way your brand does business?
• Goals: What drives your business forward and where are you heading?
• Unique Selling Proposition (USP): What makes your business different?
• Audience: Who will see this message and how can you make it memorable?
• Tone: Do these words align with your brand identity, matching its tone?

This probably sounds like a lot to squeeze into short-form. Avoid over-saturating the message and stick to the essential ingredients. Simpler mission statements are easier to digest and retain, which helps with marketing. 

Your mission statement doesn’t have to be set in stone, either. While you should certainly aim to create one that has lasting power, it’s possible that you’ll outgrow it later. Be sure to review your mission statement periodically to ensure it still matches the company you’ve built.

8 Real Life Mission Statement Examples 

To understand what makes a great mission statement, start with a little research. Can you think of any brands with standout statements? 

We’ve gathered a handful of mission statement examples from successful businesses in case you’re stumped. Think about what resonates with you within these compositions. How can you apply those sentiments to your own unique mission statement?

1. Shopify

Mission statement: “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.”

Why it works: Shopify entices business owners by showing them that e-commerce doesn’t have to be an uphill battle. Their second statement is powerful because it unifies the brand with its users.

2. Life is Good

Mission statement: “To spread the power of optimism.”

Why it works: Life is Good is a brand that focuses on positive thinking, which it reiterates within its short mission statement. Anyone who cherishes silver linings immediately knows this is a company worth supporting.

3. Starbucks

Mission statement: “To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.”

Why it works: Starbucks chose its words well, making their mission statement come across as personal and comforting. Conveying a visit to their locations as a positive experience makes Starbucks an enticing stop.

4. Chewy

Mission statement: “To be the most trusted and convenient destination for pet parents (and partners), everywhere.”

Why it works: Chewy’s mission statement positions this company as the place to get what you need for pets, no matter where you are. Calling pet owners “parents” also endears the brand to any animal-lover whose pets are undeniably family members.

5. Harley-Davidson

Mission statement: “More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.”

Why it works: Harley-Davidson is selling the benefit, not the feature. Many people already know that they sell motorcycles, but there’s a reason their customers choose this mode of transportation over other options. 

6. DuckDuckGo

Mission statement: “Our mission is to show the world that protecting privacy is simple. For over a decade, we’ve created new technology and worked with policymakers to make online privacy simple and accessible for all.”

Why it works: DuckDuckGo doesn’t want to muddle the message that they’re all in when it comes to simplistic user privacy. They take it a step farther by mentioning they’re willing to step up and coordinate these efforts with policymakers.

7. Honest Organic

Mission statement: “Honest seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.”

Why it works: Honest Organic has a straight-forward mission statement that jives well with its namesake. Two thoughtful sentences tell consumers exactly what to expect from their healthy products.

8. National Geographic Society

Mission statement: “The National Geographic Society uses the power of science, exploration, education and storytelling to illuminate and protect the wonder of our world.”

Why it works: National Geographic crams quite a bit into a single sentence. The sentiments included have the power to entice curious minds eager to learn new things about the world via the company’s resources.

Build a Solid Foundation for Your Small Business

An impressive mission statement can be a tremendous boon for your business, catapulting interest with just a handful of well-chosen words. Plus, if you’re at the beginning of your journey as a business owner, stating your intentions and keeping them in mind can be wonderful encouragement.

For more advice, visit our handy guide full of all the essentials necessary to start a new business with confidence.