When it comes to building a strong and memorable brand, your company’s mission statement is what can make you truly unique.  

It represents your purpose, values, and aspirations, serving as the foundation upon which your brand identity is built. 

Whether you’re a startup, or a seasoned company seeking a rebrand, understanding the nuances of how to craft a compelling mission statement is essential. 

1. What is a Mission Statement?

A mission statement is more than just a catchy phrase; it’s the heart and soul of your brand, defining who you are, and what you stand for. In a concise and impactful manner, it communicates your brand’s core purpose, values, and goals. It can serve as an anchor to keep your team aligned and resonate with your target audience.

2. Why Do You Need a Company Mission Statement?

Did you know that companies with a strong sense of purpose outperform the stock market by 42%? Yep!

According to a study by Harvard Business Review, purpose-driven companies not only experience financial success but also attract and retain top talent. Your mission statement is your declaration of purpose, and it can be a game-changer for your brand’s success.

But it’s not all about profits; it’s also about making a positive impact. According to a Nielsen survey, 66% of global consumers are willing to pay more for products and services from companies committed to positive social and environmental impact. Your mission statement can be the driving force behind your efforts to create a better world and society, making it an invaluable asset.

Defining your Company Mission Statement - 5 Things to Consider

3. How to Write a Mission Statement

Now that we’ve covered the importance of a company mission statement, let’s look at how to create one. This may require some creative brainstorming and introspection. 

Here’s a step-by-step guide:

  1. Self-Reflection:

Start by asking yourself why your company exists. What inspired you to start this journey, and what do you hope to achieve? Think about the core values that drive your business.

  1. Focus on the Impact:

Explain how your company aims to make a positive impact on the world. What problems do you want to solve, and how do you plan to solve them, rather than simply what you sell.

  1. Involve Your Team:

Get your team involved to help generate more diverse and creative ideas. This will help you create a mission statement that reflects the vision and collective spirit of the organisation.

  1. Be Concise:

Keep it short and sweet. Aim for a sentence or two that encapsulates your purpose and values. You want it to be memorable and easy to understand.

  1. Iterate and Refine:

Crafting the perfect mission statement may take several iterations. Don’t rush it; take your time to get it right.

4. What Should a Company Mission Statement Include?

A compelling mission statement will typically cover:

  • Purpose:  

Clearly state why your company exists and what it aims to achieve. This is the ‘what’ and ‘why’ of your business.

  • Values: 

Highlight the core principles and values that guide your company’s actions and decisions. This is the ‘how’ of your business.

  • Impact:  

Explain the positive impact you make for your customers, community, or even the world. This is the ‘for whom’ of your business.

  • Inspiration:  

Make it inspiring and aspirational. Your mission statement should motivate both your team and your customers.

Defining your Company Mission Statement - 5 Things to Consider

5. Where to Use Your Mission Statement

Your mission statement is more than just a collection of words. It’s a dynamic tool that should be integrated into various aspects of your brand identity. You might want to consider showcasing your mission statement here:


Your website is the digital face of your brand. Display your mission statement prominently on relevant pages such as your About Us page, Careers Page, or any CSR and Investor Relations content pages.

Social Media:

Incorporate your mission statement into your social media profiles and posts. It helps reinforce your brand identity and connect with your audience on a personal level.

Office Decor:

Consider putting your mission statement on display in your office or workspace. It serves as a constant reminder to your team of the purpose and values that drive your company.

Marketing Materials:

Incorporate your mission statement into marketing collateral, such as brochures, business cards, and promotional materials. It adds depth and meaning to your brand.

Internal use only: 

Some companies don’t even showcase their mission statement publicly, but choose to keep it for internal use only. This is a celebration of the team dynamic it creates and ensures employees and team members feel part of something exclusive. 

Defining your Company Mission Statement - 5 Things to Consider

Famous Examples of Great Mission Statements

To truly grasp the power of a well-crafted mission statement, let’s take a look at some famous examples:

  • Nike:

“To bring inspiration and innovation to every athlete in the world.” 

Nike’s mission statement is short, inspirational, and aspirational. It speaks to their commitment to athletes and their continuous pursuit of innovation.

  • Google:

“To organise the world’s information and make it universally accessible and useful.” 

Google’s mission statement is a testament to its dedication to making information accessible to everyone.

  • Tesla:

“To accelerate the world’s transition to sustainable energy.” 

Tesla’s mission statement succinctly conveys its focus on sustainable energy solutions, appealing to environmentally conscious consumers.

  • Lego

“To inspire and develop the builders of tomorrow.” 

Lego’s mission statement goes beyond the product and directly to the target audience, highlighting its purpose as more than a ‘toy’.

These examples show how mission statements can be powerful tools for defining a brand’s identity and purpose. 

Your company’s mission statement is not just a few words on paper; it’s the embodiment of your purpose, values, and aspirations. The statistics are clear: purpose-driven companies outperform their competitors and attract a loyal customer base. 

So, take the time to craft a mission statement that inspires, motivates, and guides your brand to success.