How to write a powerful business mission statement (+15 examples)

How to write a powerful business mission statement (+15 examples)


Every business sells something. Each business is unique. Every business strives to be the best in both the online and physical world. Your social media posts, website content and paid ads should reflect this. It’s important to have a single central statement that ties everything together.

vision mission values

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This is where your business mission statement comes into play. This powerful blurb explains the essence of your business and gives employees and customers a clear picture of what it is all about.

Even though this is a brief blurb, it can be difficult to distill your business into just a few sentences. We are here to help. This article will cover:

  • What a mission statement for a business is (and isn’t)?
  • Here are five steps to creating a compelling mission statement for your business.
  • 15 strong mission statements to inspire you.

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What is a mission statement for a business?

A business mission statement is a concise description of your company’s purpose. It summarizes the reasons for your existence and makes it easy to understand. This includes:

  • What your customers are and sometimes where they live.
  • Which products and services do you offer?
  • These products/services have a positive outcome and are of ultimate value.
  • It’s possible.

Here’s an example of a generic example.

We design and build commercial office buildings of Class A for high-end tenants within the Big City metropolitan area.

generic example of a business mission statement

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Although a mission statement should be primarily factual, it should communicate feelings that will influence the perception of your company. Take Davids Tea, for example:

We are on the ground searching for single-origin, well-crafted loose leaf teas to share our North American community. Our blends are pushing the boundaries in tea innovation. It should be easy to find, explore, and feel better with tea.

business mission statement example-david's tea

What is a business mission statement?

Mission statements often get confused with other aspects of a brand’s identity, so let’s separate them out:

  • Statement of mission: What you do, why, how, and what value do you bring?
  • Vision statementYour vision statement describes what you want to become by pursuing your mission.
  • Goals: Your goals will lead to tangible results that fulfill your mission.
  • The core valuesYourCore valuesFor all the above, unite your team.

Here is an example of a vision, mission, and core value:

anavation's core values, vision, and mission statement

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What length should a mission statement take?

Your business mission statement shouldn’t be an essay about how you got started or where your vision originated. Save that descriptive content for your “about us” page. It should be direct, purposeful content that acts as a sort of headline for your company.

Your company mission statement can be thought of as a branding tool. It should sum up your company’s purpose in just a few sentences.

chargify business mission statement example

“Chargify is a subscription-based technology company that combines great technology with subscription expertise and a customer service ethos. It is dedicated to being the operating system of your subscription-based business. 

How to create a compelling mission statement in business

Distilling your business down into a matter of sentences is hard work, but we’ve got a three-step process to help you write your company’s mission statement:

1. 1. Take stock

Start by being broad. Take a seat with your team or yourself and make a list of the following.

  • Which is your core business?
  • What are your tangible deliverables
  • What makes your deliverables different?
  • Which problems can your deliverables help solve?
  • What are the benefits of your deliverables?
  • What is your unique value proposition?
  • What is your brand personality?
  • What’s your secret sauce?
  • What are your advantages over your competitors?
  • What are the strengths and secrets of your team members?
  • Who are your target customers?
  • What are your general audience segments or personas?
  • Are they found in particular locations or regions?

2. 2. Gather all your information

Gather together your answers to these questions and turn it into a reasonable and actionable statement as to how you intend to operate and for what purpose. You can organize your information in four categories:

  1. What to do
  2. How you do it
  3. It doesn’t matter who you do it for
  4. What is the ultimate benefit/value that you realize?

Sometimes parts of the list may be combined or removed. There is no right or wrong way to define your mission.

3. 3.

Then, distill it into a few phrases for each of these elements.

We [what we do] by [how it is done] for [target clients] to [ultimate benefit you provide].

You have the option to change the order of your items as you wish.

By [what you do] and [how you do it], we [provide this value] for [target customers].

Let’s take a look at AnyClip’s mission statement as an example:

AnyClip is a company whose mission it is to increase viewer engagement by using its metadata expertise to create a personalized viewer experience.

anyclip's business mission statement example

They do what they doProvide a personal viewer experience

How they do itThrough metadata expertise.

Ultimate benefit: heighten viewer engagement.

4. 4.

Avoid using unnecessary adjectives or adverbs, as they can reduce readability. However, it is worth looking at whether any word could be added or substituted to enhance the emotional feeling, such as Campaign Monitor.

“We help/empower/equip [target customer] to achieve/reach/eliminate [desire/painpoint] by providing [tangible deliverables].”

campaign monitor's business mission statement example

3. Publicize it

Now is the time to let the world know what your mission is! These are just a few of the many options available to you:

  • You can create a page dedicated your vision, mission, goals, values, and other information.
  • It can be used as your homepage headline if it is short enough.
  • It can be used in your Facebook and LinkedIn company pages.
  • It can be linked in job postings.

4. 4.

Change is inevitable. There are new leaders. Companies rebrand and merge. Goals and strategies shift. Culture evolves. Every year, review your mission statement and make any necessary adjustments.

Note that you can also create smaller mission statements within your organization, like a content marketing mission statement.

Examples of business mission statements

Let’s look at some examples of mission statements for businesses already in existence and the various approaches they take.

1. Clarks–cultivate Brand Loyalty

A winning mission statement is key to building brand loyalty. This helps customers and employees keep your company’s values and goals in mind.

Clarks’ mission statement reads: “Our passion is to listen to our customers and deliver a product that allows the consumer to feel the pride, respect and trust of everyone at the Clarks Companies N.A.”

clarks business mission statement

2. Swarvoski – Attract and Retain Top Talent

A mission statement is important for attracting the right talent to your company. People who are inspired by a company’s mission will be motivated by more than money.

They are motivated by the shared mission. Mission-driven workers are more likely stay with the company and to be high performers. This greatly contributes to a company’s overall success.

Swarovski’s mission statement states that Swarovski adds shine to every day life with high-quality products, services and products that meet the needs of our customers. We reward our employees’ achievements and inspire them with innovation, while striving for market leadership.

swarovski's business mission statement

3. Patagonia stands out from the rest

It is important that you find ways to distinguish your company from competitors when you first start out. A strong business mission statement will help you build trust and connect with your customers.

Patagonia’s mission statement reads:

“Build the best product, cause no unnecessary harm, and use business to inspire and solve the environmental crisis. 

patagonia's business mission statement

4. Full Cast Audio–Compete with the Big Brands

Although it can feel like the “big guys” are difficult to compete with, customers will be more informed if your mission statement is well-crafted. You don’t have to be as well-known as large corporations in order to build brand recognition. There are nearly 4 billion people on social media, and you can share with them your business mission through targeted digital marketing strategies.

Full Cast Audio’s mission statement reads:

We are a small company that has a big mission. Our goal is to record great books with a cast of actors, not just one narrator. We are truly convinced that we are pioneering a new art form and a new way of experiencing the author’s intent more deeply than ever before.

full cast audio's business mission statement

5. Cisco–Reach out to the wider community that you are a member of

Many companies have multiple layers that include products, services, or partners. Each layer contributes different things to the market. A unified business mission statement helps to clarify your company’s purpose to investors, clients, and applicants. A mission statement clearly defines the brand’s personality and conveys that message.

Cisco’s mission statement reads:

“Help shape the future of the Internet through creating unimaginable value and opportunities for our customers, employees and investors, as well as our ecosystem partners. 

cisco's business mission statement

6. Walmart–Keep it short and sweet

Walmart’s mission statement can be summarized in one sentence. This makes it simple to remember and understand. They explain clearly why they exist and why they are important in the lives of customers.

Walmart’s mission statement reads:

“To make people’s lives better by saving them money.”

walmart's mission statement

7. Shopify–state you belief

Simple phrases like “We Believe” can be used to differentiate your brand’s “Why” from others.

Shopify’s mission statement reads:

We help people attain independence by making it easier for them to start, manage, and grow their business. We believe that commerce’s future depends on more voices than ever before. To make commerce better, we are lowering the barriers to business ownership. 

shopify's mission statement

8. Nike–Make it inclusive

Nike’s mission statement is clear, concise, and inclusive. Their messaging is simple and their goals reflect the belief that everyone should be inspired by their innovations.

It says:

“Too inspire and innovate to every athlete* around the world.

*An athlete is someone who has a body. 

nike's business mission statement

9. Virgin America–position yourself as an industry leader

Virgin America’s mission statement tells you where they are located and exactly how they plan on accomplishing their goals. They are also a leader in domestic airline travel.


It says:

“Virgin America, a California-based airline, is dedicated to making flying better again. It offers new planes and top-notch service. There are also a variety of innovative amenities that are redefining domestic air travel. 

virgin america's business mission statement

10. Whole Foods – Reveal your personality

Whole Foods Market includes both a general and specific mention of who they would like their business to help in its mission statement. Their personality is positive and their business mission statement clearly explains how they plan to make a difference in the world.

The Whole Foods mission statement reads:

“Our deepest purpose is to support the well-being and healing of customers, team members, business organizations, and the planet. 

whole foods business mission statement

Start writing your mission statement for your business

These examples show that a mission statement does not have to be long or detailed. The mission statement should communicate the purpose of your company and enable customers to identify themselves with it. These are the steps you need to follow in order to create your business mission statement. This will have an impact on your customers, employees, and investors.