How To Create a Powerful Mission Statement

If you’re a new company or business going through a rebrand you may be considering creating a new mission statement to reflect your business’s core values and objectives. 

Having a clear mission statement is a fundamental asset that every company should have. They should be clear, concise, and to the point. Anyone should be able to see your mission statement and agree that it reflects your values and ideals. If it doesn’t, time to change it, and this blog can help you do that. 

What is a Mission Statement?

Before we go any further, it is best to understand what exactly a mission statement is.

A mission statement is an affirmation that defines a company’s values, business, objectives, and approach to reach those objectives.

The best mission statements leave a lasting impression of your brand in the minds of your consumers, encouraging them to choose you over another vendor. A superior mission statement incorporates your company’s core beliefs and reflects your organisation’s disposition.

What are values?

A business’s values are a set of guiding principles that shape the business. These values are placed at the very core of the brand to dictate the brand message, identity, and personality.

What should a mission statement include?

If you want to attract customers or investors, your mission statement must include the three most essential components; purpose, values, and objectives. These should be written in simple language that anyone can understand, letting them know what kind of person/business you stand for when trying to get their attention.

Mission statements are vital in any business because they allow you to focus on the company’s purpose. A strong mission statement should be brief yet informative. Think about how many words can best convey your message without being too vague or intimidating for people who might want something different from what you offer!

Keeping it short and sweet is the best way to make your mission statement memorable. Most mission statements are between one and three sentences, never exceeding 100 words- focus on this when crafting yours.

Things to avoid

Your statement needs to continually inspire and express the values of your company, don’t use this opportunity to list your services or products.

To give your employees a sense of purpose and ownership, you must share the bigger picture. This starts by avoiding simple descriptions like “our company does ____” but instead framing what you do in terms of guiding principles i.e the story behind your brand.

Honourable mentions

When conducting your research, it’s worth searching for some of the world’s biggest brands and seeing their mission statements. 

For example, Starbucks’ mission statement declares:

“To inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time.”

This clearly states their values, work purpose, and objectives while also being concise. Without knowing it was Starbucks’ mission statement you could certainly guess that it belongs to them as they have given enough detail for the audience to understand that they sell a drinks product.

Another great example is Coca-Cola whose mission statement is to, 

“Refresh the world. Make a difference”.

As a consumer, you could agree that this mission statement aligns with Coca-Cola’s purpose and objectives as they are the world’s most valuable brand. Since its inception in 1984, The Coca‑Cola Foundation has given back more than $820 million to local communities worldwide, proving that they do make a difference. 

If you want your mission statement to be recognisable and successful these are great examples to follow. 

Another way to discover your mission statement could be to ask your employees if they agree with it. This is a great insight into seeing how successful your mission statement is within the business and will then truly reflect the business’s ideals. 

As long as you remember to keep your statement brief and outline your values, objectives, and purpose, you can’t go too far wrong. 

If you need any help or have any questions, email the Dzines team and we will be happy to help.


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