All companies sell something. All companies are unique. And all companies want to present themselves in the best possible light, both physically and online. Of course, your social media posts, website content, paid ads, and emails should reflect that. However, it’s also crucial to have a central message that ties everything together.

That’s where your business mission statement comes in. This impactful statement captures the essence of your company and provides customers and employees with a clear understanding of what it stands for.

Despite being brief, condensing your business into a sentence or two is challenging. That’s what we aim to help you achieve. This article will guide you step-by-step on how to do just that.

Table of contents

• What is a mission statement?
• How long should a mission statement be?
• How to write a business mission statement
• Business mission statement template
• Business mission statement examples
• Words to use in your mission statement

What is a mission statement?

A strong business mission statement encapsulates your organization. It summarizes your company’s purpose and presents it to the public in an easily understandable way. This includes:

• The products/services you offer
• Your target audience
• Your area of operation
• Your operational methods
• The ultimate value/positive impact of your products/services.

That last point is crucial. While your mission statement should be factual, it also needs to convey authenticity and inspiration. Let’s look at two examples to illustrate this:

An uninspiring mission statement example:

We construct Class A commercial office buildings for upscale clients in the Greater Boston area, employing our unique management system to deliver projects according to specifications, on time, and within budget.

While this statement includes all the necessary information, it lacks emotion.

An inspiring mission statement example:

In contrast, this mission statement from Davids Tea is full of engaging words and phrases that evoke feeling: We travel the globe searching for expertly crafted, single-origin loose leaf teas to share with our North American community. We’re constantly innovating and pushing boundaries with our tea blends. We want to make it effortless to experience, enjoy, and benefit from tea.

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Mission statement vs vision statement vs values

Mission statements are often confused with other elements of a brand’s identity. Let’s clarify the distinctions:

• Mission statement: This defines what you do, why you do it, how you do it, and the value you provide.
• Vision statement: Your vision statement outlines what you aspire to become by fulfilling your mission.
• Goals: Your goals are measurable outcomes that contribute to achieving your mission.
• Core values: Your core values guide your team’s actions and underpin everything else. By pursuing your goals through the lens of your core values, you fulfill your mission, which in turn, fuels your vision.

Everything is interconnected. Here’s an illustration of a mission, vision, and core values:

• Example mission statement: We empower people to save money while protecting the environment by combining innovative, sustainable packaging with wearable technology that educates, inspires, and promotes environmentally conscious behavior.
• Example vision statement: To revolutionize how we approach environmental conservation.
• Example values: Future-oriented, knowledge is power, assume positive intent, sustainability.

It’s important to note that not all businesses have separate vision and mission statements—they are sometimes combined.

How long should a mission statement be?

A business mission statement should ideally be one to three sentences, approximately 100 words. It shouldn’t be an essay detailing the company’s origin story or the development of its vision. That information belongs on your “about us” page. Your mission statement should be concise, purposeful content that serves as a subheading for your company. Consider your mission statement a branding element—summarize your company’s purpose in a few memorable sentences or less.

“Chargify integrates cutting-edge technology, subscription management expertise, and a customer-centric approach to solve real-world problems. We are dedicated to becoming the operating system for your subscription-based business.”

How to write a mission statement for business

Condensing your business into a few sentences is demanding, but our six-step process will help you write your company’s mission statement:

1. Take stock
2. Address the key questions
3. Condense your ideas
4. Infuse personality
5. Share it with the world
6. Adapt as necessary

1. Take stock

Begin broadly. Brainstorm with your team (or by yourself) and analyze the following:

• What is your primary business type?
• What are your concrete deliverables?
• What makes your deliverables stand out?
• What problems do your deliverables address?
• What benefits do your deliverables offer?
• What is your distinct value proposition?
• What is your brand’s personality?
• What is your unique approach?
• What are your advantages over competitors?
• What are your team members’ strengths and unique skills?
• Who are your ideal customers?
• What are your general audience segments or personas?
• Do they reside in a specific location or region?

2. Answer the key questions freely

Compile your answers to these questions and use them to address the five key questions below:

1. What you do
2. How you do it
3. Who you do it for
4. Where you do it
5. What ultimate benefit/value you deliver Write freely—this is the creative part of the process. Note that sometimes, elements from the list are combined or omitted. There’s no right or wrong way to craft a mission statement.

3. Whittle it down

Now, distill each answer into a phrase or two for each of the elements mentioned above. You’ve probably identified words and phrases you resonate with, so this step should be straightforward.

Now, plug them into the following formula:

We [what you do] by [how you do it] for [target customers] to [ultimate value you provide].

You can rearrange the order as you see fit.

We [provide this value] to [target customers] by [what you do] through [how you do it].

Let’s consider AnyClip’s mission statement as an example: AnyClip’s mission is to enhance viewer engagement by leveraging its metadata expertise to provide a tailored viewer experience.

• What they do: Deliver a personalized viewer experience.
• How they do it: By utilizing their expertise in metadata.
• Ultimate benefit: Increase viewer engagement.

4. Add color

While it’s essential to avoid overly descriptive adjectives and adverbs that hinder readability, consider if adding or substituting words can evoke emotion, like Campaign Monitor does with “deliver,” “complex,” and “beautifully uncomplicated.” “We deliver technology that solves complex problems in a beautifully uncomplicated way.”

3. Make it public

Now it’s time to showcase your mission statement! Here are some effective ways to do so:

• Dedicate a page on your website to your mission, vision, goals, and values.
• If it’s concise enough, feature it as your homepage headline.
• Include it on your Facebook or LinkedIn company page.
• Link to it in your job postings.

4. Adjust as needed

Change is inevitable. New leadership emerges. Businesses rebrand or merge. Goals and strategies evolve. Culture transforms. Regularly review and update your mission statement annually to ensure it remains relevant.

Business mission statement tips

• Use clear and simple language. Your employees and customers shouldn’t need a dictionary to understand your core values. Employ straightforward sentence structure and vocabulary that an eighth-grader can comprehend.
• Highlight your unique value. This is your hook for potential customers. Communicate why you are the optimal choice—how their business will benefit from yours, and vice versa. For instance, imagine you’re an international internet-based voice-call mobile app with the current mission statement: “Talk more.” But…why?! Rework it to include an inspirational or motivational element, like: “Talk more. Share stories, cultures, and perspectives from around the globe.”
• Celebrate it: Ideally, your mission statement will become a guiding principle for your employees and customers. Acknowledge and reward behaviors aligned with your mission statement to reinforce your values and integrate them into your company culture.
• Focus on the bigger picture. The most effective company mission statements encompass the overarching reason for the business’s existence and its contribution to a better world. Whether it’s improving access to information, promoting environmental sustainability, striving for equality, or combating poverty, the “bigger picture” can be a guiding force for growth and engagement.

Business mission statement templates

As mentioned earlier, here’s a basic mission statement template:

You can also reorder the elements:

• We [provide this value] to [target customers] by [what you do] through [how you do it].
• By [how you do it], we [help target customers] [achieve ultimate value] through [product/service]. For a more inspirational tone, consider this template:

The best business mission statement examples

Let’s delve into some mission statements of existing businesses and the diverse approaches they adopt.

1. Clarks—building brand loyalty

Cultivating brand loyalty begins with fostering an emotional connection with your ideal customers (and employees) through a compelling mission statement. This keeps your company’s values and goals top-of-mind for both customers and employees. Clarks’ mission statement is: “Our passion is to listen to our customers and deliver products that empower them to feel the pride, respect, and trust inherent in the Clarks Companies N.A. brand.”

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2. Swarovski—attracting and retaining talent

A strong mission statement is also crucial for attracting the right talent. Individuals who resonate with a company’s mission statement are driven by more than just compensation. They are also motivated by the shared purpose. Mission-driven employees are more likely to stay with a company and excel, significantly contributing to a business’s success. Swarovski’s mission statement reads: Swarovski infuses everyday life with brilliance through high-quality products and services that surpass our customers’ expectations. We inspire our colleagues through innovation, acknowledge their accomplishments, and continuously strive to expand our market leadership.

3. Patagonia—differentiating from competitors

When starting, it’s essential to stand out from competitors offering similar products or services. A well-crafted mission statement can build customer trust and establish a connection with your target audience. Patagonia’s mission statement states: “Craft the finest product, cause no unnecessary harm, and leverage business to inspire and implement solutions to the environmental crisis.”

4. Full Cast Audio—competing with large corporations

While competing with “big players” might seem daunting, a well-defined mission statement can highlight how your brand better serves its customers. You, too, can build brand recognition like large companies. There are numerous nearly 4 billion people on social media, and you can connect with them through targeted digital marketing strategies to share your business mission. Full Cast Audio’s mission statement states: “We are a small company with a grand ambition: to create exceptional audiobook recordings using a full cast of actors instead of a single narrator. We firmly believe we are pioneering a new art form, a richer way to experience an author’s vision.”

5. Cisco—addressing your broader community

Many companies comprise multiple layers of products, services, and partners, each contributing uniquely to the market. A unified business mission statement clarifies your company’s purpose to investors, clients, and potential employees. Define your brand’s overall personality and convey it through a well-articulated mission statement. Cisco’s mission statement states: “Shape the future of the Internet by generating unparalleled value and opportunities for our customers, employees, investors, and ecosystem partners.”

6. Walmart—keeping it concise

Walmart’s mission statement is remarkably concise, making it easily understandable and memorable. It succinctly explains their reason for being and their importance to customers’ lives. Walmart’s mission statement states: “To help people save money so they can live better.”

7. Shopify—stating your belief

A simple phrase like “we believe,” followed by a unique perspective, can effectively differentiate your brand’s “why.” Shopify’s mission statement states: “We empower individuals to achieve independence by simplifying the process of starting, managing, and expanding a business. We believe the future of commerce is more inclusive, not exclusive, so we’re breaking down barriers to entrepreneurship to make commerce better for everyone.”

8. Nike—promoting inclusivity

Nike’s mission statement’s mission statement is clear, concise, and inclusive. Their objectives are straightforward, and their messaging implies that everyone deserves to be inspired by and benefit from their innovation. It reads: “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

9. Virgin America—positioning as an industry leader

Virgin America’s mission statement clearly states its location and how it plans to achieve its goals, positioning itself as a leader in domestic air travel.

It states: “Virgin America, a California-based airline, is on a mission to restore the joy of flying. We offer brand new planes, competitive fares, exceptional service, and a range of enjoyable, innovative amenities that redefine domestic air travel.”

10. Whole Foods—revealing your personality

Whole Foods Market broadly and specifically identifies who they aim to help through their mission statement, demonstrating a focus on goodwill and a commitment to making a positive impact. The Whole Foods mission statement states: “Our fundamental purpose as an organization is to support the health, well-being, and healing of both people—customers, Team Members, and business partners—and the planet.”

11. nexus-security by LocaliQ

Finally, our mission statement at nexus-security by LocaliQ is: To be the trusted resource for digital marketers and local business owners, providing the tools, strategies, data, and creative inspiration they need to learn, grow, and thrive. Our mission statement incorporates elements of a vision statement by capturing what we do now and what we aspire to be. Short and to the point.

Even more company mission statement examples

Every company’s mission statement serves as a rallying cry for employees to unite for a “greater good,” regardless of what the company offers. Mission statements ensure all aspects of a company are aligned towards a common objective and effectively communicate the company’s value proposition. When facing tough choices, your mission statement can guide your decision-making. Here are even more examples:

12. Airbnb’s mission statement

Belong anywhere. Airbnb enables individuals to offer their homes as accommodations for travelers. Their concise, two-word mission effectively conveys their core purpose.

13. WeWork’s mission statement

Create a world where people work to make a life, not just a living.

WeWork provides office spaces for small businesses, traveling professionals, freelancers, and startups. These spaces are typically open-plan (no cubicles!) and foster business growth through networking opportunities with fellow occupants.

14. Square’s mission statement

Make commerce easy. You likely recognize Square as the small white card reader commonly used at farmer’s markets and craft fairs. The company has experienced rapid growth, expanding into brick-and-mortar stores as credit card transactions become increasingly prevalent.

15. Toys R Us’ mission statement

Be the world’s greatest kid’s brand.

This one needs no explanation! Who didn’t cherish trips to Toys R Us as a child? I still have my plush Geoffrey the Giraffe…

16. TED’s mission statement

Spread ideas.

TED (Technology, Entertainment, Design), a nonprofit organization, hosts global conferences to share ideas and “spark conversation.” You might know them from their TED Talks or TEDx events, likely hosted by a university or in a city near you. While the talks can be lengthy and delve into complex topics, their mission is encapsulated in just two words.

17. Burt’s Bees’ mission statement

Make people’s lives better every day—naturally. Known for their distinctive yellow-wrapped lip balms (which, fun fact, can make you cry if rubbed under your eyes—a fifth-grade classic!), Burt’s Bees uses natural ingredients to create environmentally friendly cosmetics. Their lip balm is highly recommended for lifeguards—not only does it leave a white cast, but it truly works!

18. TOMS Shoes’ mission statement

Improving lives. One for one.

TOMS is a for-profit company with a one-for-one model, donating a pair of canvas shoes or eyeglasses to someone in need for every pair purchased. Although the “One for one” phrasing is somewhat vague, it effectively embodies TOMS’ mission for both employees and customers. Concerned about wasted Google Ads spending? Get a free, instant audit to find out » Google Ads Performance Grader

19. Zappos’ mission statement

Provide the best customer service possible. Zappos was founded because its founder couldn’t find the specific pair of shoes he was looking for. Since 1999, Zappos has simplified shoe shopping and championed the idea that the customer is always right. They even hold records for exceptionally long customer service calls, with one lasting 10 hours and 29 minutes! They call this their “WOW philosophy.”

20. Lowe’s mission statement

Help customers improve and maintain their most valuable asset – their home. Lowe’s’s value proposition is evident in its mission statement; the company was built around home improvement.

21. Cuisinart’s mission statement

Savor the good life. The iconic wedding gift, famously used by Julia Child, is a Cuisinart food processor. I appreciate the word “savor” in this mission statement, alluding to the culinary products Cuisinart offers—food truly makes the world go ‘round!

22. Life is Good mission statement

Spread the power of optimism.

According to Life is Good, “Life is not perfect. Life is not easy. Life is good.” The Life is Good community leverages its “Superpowers” of good to promote optimism through its cheerful clothing line. They even have this fun diagram illustrating how you, too, can spread optimism!

23. Starbucks’ mission statement

Inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time. This mission statement is particularly memorable because while Starbucks is widely popular, it’s also known for showcasing the power of the human spirit through its decorative coffee cups. Controversial opinion: I actually like the new holiday cup…

24. Ann Inc. Mission Statement

Inspire and connect with women to empower them to be their best selves every day.

Ann Taylor’s’s mission extends beyond simply clothing professional women; they aim to empower women to be their best selves. Feminism FTW!

25. Google’s mission statement

Organize the world’s information and make it universally accessible and useful. This might be the most recognizable mission statement, given that Google is arguably the largest and most impactful company on this list. Talk about focusing on the bigger picture!

26. Aveda’s mission statement

Care for the world we live in, from the products we create to the ways in which we give back to society. Aveda operates salons, spas, training institutes, and sells hair products globally, all while striving to treat the “planet we live in with care and respect.”

27. Naked Juice’s mission statement

Making the whole planet feel better. One bottle at a time.

Naked Juice, the company known for its square-bottled smoothies, has a mission statement that sets a high bar, aiming to positively impact the entire planet. However, it effectively communicates their value and the bigger picture.

28. Warby Parker’s mission statement

Offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses. Similar to TOMS, Warby Parker also employs a one-for-one model, donating a pair of glasses to someone in need for every pair of full-priced (yet still affordable) glasses purchased. If the four people sporting brand new Warby Parker glasses on our marketing team at nexus-security are any indication, their model is working!

Words to use in your mission statement

We’ll conclude with some words and phrases that you can incorporate into your mission statement. For a more extensive list, check out these 350+ power words!

• Access
• Balance
• Believe
• Bridge the gap
• Bring
• Build
• Complex
• Create
• Creativity
• Defend
• Empower
• Encourage
• Equip
• Exemplify
• Experiment
• Explore
• Express
• Improve
• Improve
• Intersect
• Make it easy for
• Provide
• Simplify

Start crafting your business mission statement

These examples demonstrate that a powerful mission statement doesn’t need to be long or excessively detailed. Your mission statement should effectively communicate your company’s purpose and resonate with your target audience, allowing them to see themselves reflected in your brand. Follow these steps to create a compelling business mission statement that resonates with your employees, investors, and customers.