Mission and Vision
Think about those brands you purchase from over and over, even when there are cheaper options out there. Why do you choose the ones you choose?
Do you usually fly on a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions? Well, there’s a good reason for it.
The reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. Nowhere are those values more visible than in the company’s mission statement.
When you successfully create a connection with your customers and employees, many of them might stay loyal to you for life. This helps you increase your overall profitability while building a solid foundation of brand promoters.
If the above examples are vision statements, what’s a mission statement? A mission statement is, in some ways, an action-oriented vision statement, declaring the purpose an organization serves to its audience. That often includes a general description of the organization, its function, and its objectives. Ultimately, a mission statement is intended to clarify the “what,” the “who,” and the “why” of a company. It’s the roadmap for the company’s vision statement.
As a company grows, its objectives and goals may be reached, and in turn they’ll change. Therefore, mission and vision statements should be revised as needed to reflect the business’s new culture as previous goals are met.
Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.
With that in mind, what does a good mission statement look like? Check out some of the following company mission statements for yourself — and get inspired to write one for your brand.