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Mission statements were popularized in the 1980s as a way for companies to articulate who they are. They’ve come a long way! Mission statements today appear in everything from a company’s promotional materials to marketing campaigns to their website.

What is a mission statement?


A mission statement is a brief description of an organization’s purpose and how it serves audiences through the types of products or services it provides them with. It may also include the organization’s core values, philosophies, or goals, all of which show the business’ uniqueness and sets it apart from other companies.

Your mission statement defines the cause behind your brand. You can even use it in your elevator pitch.


A good mission statement acts as a guide for how a company conducts itself. Your mission statement should become a key part of your company culture so everyone is aiming for the same goals and it helps employees understand the value of what they do.


Don’t confuse a mission statement with a vision statement. A mission statement focuses on the day-to-day activities of the business thus declaring what you’re doing to pursue your cause. A vision statement describes what your company wants to be in the future.


Tips for creating a great mission statement


When you start writing your mission statement, you will want to answer some vital questions first. These questions will help you define the purpose of your business or brand. These include “What does your business do,” “Who are your customers,” “Why does your company do what it does,” or “What sparks the passion behind it?”


With these questions answered, you will be better ready to sit down, lone of with a team, and draft a mission statement that will motivate your brand and drive your business’s success. Here are some key points you’ll want to consider:

1. Make it plausible and attainable. Your mission statement should be achievable by giving you something tangible to work on, such as having a business plan. It should fall between what you’re already doing and what you can work toward.

2. Be inspirational. Let your company’s personality shine through your mission statement. It should reflect the ideas that make your company different from others. That said, you’ll want to write yours in a way that not only makes it unique but identifiable so that it strengthens your brand identity and perception.

3. Use clear and simple language. Keeping it short and simple (20 words or less) will help you convey all the important elements of the mission statement, like core values, to employees and customers alike. Avoid using industry jargon or flowery language to avoid misunderstanding or misinterpretation.

Before you begin crafting your mission statement, we recommend you first look at the mission statements of companies you admire and your competition. You’ll find inspiration there, just be sure to make your mission statement unique, like your company!