How to Create Your Mission Statement

How to create your mission statementYou may not realize it, but you often stay loyal to a brand because of their values. These values usually align with your own. And the companies (and individuals) who are the most successful over time are the ones who weave their values into all of their brand elements and create a strong emotional experience for their audience.

A mission statement declares your purpose, your big WHY – your raison d’etre. It clearly and concisely expresses who you are, what you value and your strongest intention for what you do. A vision statement, on the other hand, describes where you are going as a company. The two are often used together to describe a company’s reason for existing and where they are heading into the future.

Here are a few examples of company and individual mission statements:

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

Harley Davidson
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.

Life is Good
To spread the power of optimism. Life is not perfect. Life is not easy. Life is good.

To give people the power to share and make the world more open and connected.

To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible

Whole Foods
Our deepest purpose as an organization is helping support the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet.

Oprah Winfrey
To be a teacher. And to be known for inspiring my students to be more than they thought they could be.

Richard Branson
To have fun in my journey through life and learn from my mistakes. In business, know how to be a good leader and always try to bring out the best in people.

Warby Parker
To offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses.

To be the ultimate House of Luxury, defining style and creating desire, now and forever.

Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety

Blue Apron
We make incredible home cooking accessible, for everyone.

Bring inspiration and innovation to every athlete in the world.*
*If you have a body, you are an athlete.

Whether you’re writing a mission statement as a company as the brand – or as an individual as the brand – it’s equally important to define who you are and what you stand for.

Your mission statement should be clear, concise and compelling – specifically directed at your target audience. But there are no rules. It can be one sentence, a few sentences or just two words, like AirBnB’s mission, “Belong Anywhere,” or TED’s, “Spreading Ideas.”

The important thing is that it is specific and shares your purpose and values.

A few questions to get you started on crafting your mission statement:

WHO are you?

WHAT do you do?/WHAT do you offer?

WHY do you do what you do?

WHY is it important? (the work you are doing and/or the product(s) and services you are creating)

WHAT is the one thing you want to MOST be known for?

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