How to Write Better Mission Statements?

Businesses run on missions. Mission to achieve a goal, mission to gain a certain customer base, and above all make the best money possible. If you own a business, you should clearly have a goal of what you are going to achieve in theory. This goal is developed by popular businesses as a mission statement. A brand’s work ethics depend on these mission statements. A mission statement is the first element of a business’ growth.

Mission Statement: Definition

Mission Statement (n.) is a formal summary of the aims and values of a company, organization, or individual.

Characteristics of a Mission Statement

Mission statement of amazon

To write a better mission statement for your business, you must always be aware of what you are going to achieve in long term — not just practically but also theoretically. Brands like Amazon, Coca-Cola, etc., use these mission statements as their taglines and sometimes as trademarks to sell their products.

Amazon dares to call itself the most customer-friendly company on the planet while Coca-Cola wants the world to have a refresh with happiness.

If you are going to write a mission statement for your company, make sure that your mission statement:

  • Is short and easy to repeat.
  • Is focused on a specific problem.
  • Is using plain language.
  • Is not pleading but is boasting.
  • Is setting an ultimate goal.
  • Starts with an action verb.

Learn: What is an action verb?

Best Examples of Mission Statements

These can be best explained by some examples. I have compiled a list of the best mission statements in the market as of now. You may find that these statements are not totally aligned with my rules of writing a great mission statement but these are successful brands and they make the rules.

  1. “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” -Patagonia
  2. “Committed to providing our customers with the best possible service — and to improving it every day.” -Nordstrom
  3. “Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.” -Southwest Airlines
  4. “Delivers proven solutions that drive innovation and improve performance.” -SAS
  5. “Helping pets live longer, happier and healthier lives through proper nutrition and care.” -Purina
  6. “Helps people around the world save money and live better — anytime and anywhere — in retail stores, online and through their mobile devices.” -Walmart
  7. “Makes the world a more caring place by helping people laugh, love, heal, say thanks, reach out and make meaningful connections with others.” -Hallmark
  8. “Makes the world’s daily habits inspiring and entertaining.” -Yahoo
  9. “Making the whole planet feel better. One bottle at a time.” -Naked Juice
  10. “Provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.” -Proctor & Gamble
  11. “Providing people with essentials for a better life by adding convenience to daily routines with some of the world’s most recognized products.” -Kimberly-Clark
  12. “Spread Ideas.” -TED
  13. “The world’s leading provider of premium products and premium services for individual mobility.” -BMW
  14. “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.” -Toyota Motor Sales U.S.A.
  15. “To be the leading brand of quality lifestyle accessories offering classic, modern American styling.” -Coach
  16. “To be the preeminent global hospitality company – the first choice of guests, team members, and owners alike.” -Hilton Worldwide
  17. “To be the preferred provider of targeted financial service in our communities based on strong customer relationships.” -Commerce Bank
  18. “To be the world’s favorite for American Style.” -Gap, Inc.
  19. “To be the World’s Greatest Kids’ Brand.” -Toys “R” Us
  20. “To bring inspiration and innovation to every athlete in the world.” -Nike
  21. “To care for the world we live in, from the products we make to the ways in which we give back to society.” -Aveda
  22. “To champion every client’s goals with passion and integrity.” -Charles Schwab
  23. “To connect people with their world, everywhere they live and work, and do it better than anyone else.” -AT&T
  24. “To create a better everyday for all people impacted by our business.” -IKEA
  25. “To create and promote great-tasting, truly healthy, organic beverages.” -Honest Tea 
  26. “To embrace the human spirit and let it fly.” -Virgin Atlantic
  27. “To enhance society by creating, collecting and distributing high-quality news and information.” -The New York Times
  28. “To enrich and delight the world through foods and brands that matter.” -Kellogg Company
  29. “To facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services.” -USAA
  30. “To give everyone the power to create and share ideas and information instantly, without barriers.” -Twitter
  31. “To give people the power to share and make the world more open and connected.” -Facebook
  32. “To help customers improve and maintain their biggest asset- their home.” -Lowe’s
  33. “To help you savor the good life.” -Cuisinart
  34. “To inspire a consumer revolution that nurtures the health of the next seven generations.” -Seventh Generation
  35. “To inspire and connect with women to put their best selves forward every day.” -Ann Taylor
  36. “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” -Starbucks
  37. “To make people’s lives better everyday – naturally.” -Burt’s Bees
  38. “To make the world inbound. We want to transform how organizations do marketing.” -HubSpot
  39. “To organize the world’s information and make it universally accessible and useful.” -Google
  40. “To passionately create innovation for our stakeholders at the intersection of chemistry, biology and physics.” -Dow Chemical
  41. “To provide superior service in every aspect of our customer’s air travel experience.” -Jet Blue Airways
  42. “To provide the best customer service possible.” -Zappos
  43. “To refresh the world; to inspire moments of optimism and happiness; to create value and make a difference.” -Coca-Cola
  44. “To satisfy curiosity and make a difference in people’s lives by providing the highest quality content, services and products that entertain, engage and enlighten.” -Discovery Media
  45. “Turning moments into memories for our guests.” -Fairmont Hotels & Resorts
  46. “We enable businesses to thrive and economies to prosper, helping people fulfill their hopes and dreams and realize their ambitions.” -HSBC Bank
  47. “We make invention accessible.” -Quirky
  48. “We seek to be Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.” -Amazon
  49. “We strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle!” -Adidas 
  50. “We’re in the business to help improve lives. With every product you purchase, TOMS will help a person in need. One for one.” -TOMS Shoes

By reading these 50 mission statements, you can surely make one of your own, right?

Gaurav Tiwari

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