Every company has and needs a mission statement. Even the Bureau of Labor Statistics has one when it is clear what its purpose is as an organization. So, why is it so important even when the mission is obvious?
Because most mission statements were created before the company was well known for its purpose. It is the mission that sets the standard and is responsible for the success of an organization.
So, if your business lacks one, it is time to get to work.
Use these 10 mission statement examples to help display and elevate your company’s role in the community.
“To accelerate the world’s transition to sustainable energy.”
A good mission statement is simple yet displays the core values of a company.
Tesla does this by using strong verbs like “accelerate” to show its constituents that its plan is to be actionable. They also display its intention as a global network by using the word “world.”
The word “transition” stands out as a transference of change, therefore, they represent themselves as an innovative company. Finally, “sustainable energy” is the most specific of the phrases, explaining their type of industry.
“To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling; reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”
A goal of a mission statement is to display the company culture to the public. Disney does this by stating that they are all about entertainment. One of the first and one of the last words wraps up this portrayal of their company.
It also goes into more detail about the types of entertainment they provide. From educational (inform) to innovation (creative and inspire), Disney’s statement shows how they also transform entertainment as well.
“Organize the world’s information and make it universally accessible and useful.”
A powerful mission statement such as Google’s may seem daunting to most companies. But, you can take it as an example of a bold way to set your company’s place in a certain industry.
Modesty is not found anywhere in this mission. Think of the task Google is undertaking. How difficult is it to organize the entire world’s information?
Someone reading this for the first time without knowing about Google would be shocked that such a mission is even possible. However, making this statement puts them automatically at the top of their game.
“To connect the world’s professionals to make them more productive and successful.”
Customer engagement is an important strategy in a social platform like LinkedIn. Notice that they did not just refer to themselves and the company’s mission.
They included their target audience and what they expect from them. By doing so, LinkedIn has made it a point to tell its users how to use their services and the benefits of doing so.
This is a very transparent way of expressing your mission by including the work expected of your customers. See more here about how to clearly state the goals of your company and its role in your clients’ lives.
“Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
IKEA displays its business objectives very clearly by describing its products and the goal of its products.
Plus, they offer a solution to people who want quality without the price. In this way, IKEA sounds like its products are a gift to the world.
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
Many companies now offer a purpose of progress over profit. Patagonia displays its brand this way to represent itself as an advocate rather than a clothing company.
However, they do not miss the mark by clearly stating that they still make the “best product” but not at the cost of harming the environment.
They know their customer’s concerns and address them clearly in this mission statement.
“Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.”
Non-profits play a special role in society, so their mission statement is a little different.
For example, this Cradles to Crayons mission shows their donors how they serve the community. A nonprofit exists specifically for people to thrive without displaying the overtone of profit.
“Bring inspiration and innovation to every athlete in the world.*
*If you have a body, you are an athlete.”
Nike is one of the most popular sportswear companies in the world because they include everyone. Their audience is not a specific age group or demographic and they show this in their mission statement.
If you have a body then you can wear Nike, says their purpose. So, whether you want to lounge around or run a marathon, Nike clothes are for you.
However, remember that the clothes are meant to inspire you to become an athlete or reach those personal exercise goals.
“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”
Comparing the human spirit to a cup of coffee is a genius way of creating a connection to your product.
Whenever someone wants their mood lifted they can automatically think of a Starbucks coffee. Plus, they also tell you that you will be able to find one in whatever neighborhood you reside in.
“We ignite opportunity by setting the world in motion.”
Uber launched as an innovation in transportation and its mission statement displays itself as such.
They describe themselves as an opportunity to transition the way people travel. Notice that they do not mention one service since their goal of expansion from a car service to other venues is part of the goal.
These mission statement examples are perfect tools to help you create your own. Look at the common themes and the balance between detail and general agendas.
Check out our business section for more ways to get your company branded.