Writing company mission statement

How to Craft the Ideal Company Mission Statement

By Drew Moffitt

Why is a mission statement critical, and how can you write one that resonates? A rock-solid mission statement is the heartbeat of your brand’s identity, essential for guiding your strategy and uniting your team. In this guide, we’ll show you the ins and outs of creating a mission statement that clearly communicates your purpose and sets you apart in the industry - all without the fluff.

Key takeaways

  • A company’s mission statement is a critical strategic tool that encapsulates its values, goals, and purpose. It guides internal decision-making and shapes organizational culture.
  • Crafting an effective mission statement requires clarity, conciseness, alignment with core values, and the ability to inspire and motivate employees and resonate with customers.
  • To maintain its relevance and effectiveness, a mission statement should be communicated clearly within the organization, aligned with business objectives, and regularly reviewed and updated to reflect changes.

The importance of a mission statement

businessman with pencil writing mission statement

A company’s mission statement is a concise idea that captures its essence by defining core values and goals. It’s like a snapshot that provides a clear picture of what the company is about and why it exists. But a mission statement isn’t just about informing the public. It’s also a guide that shapes the company’s direction and decision-making process.

When a company’s mission statement is clear and compelling, it serves as a beacon that keeps everyone in the organization on the same path. It helps employees understand their roles and how they contribute to the company’s vision and financial performance. It also sends a strong message to customers about what the company stands for, which can build trust and loyalty.

A well-crafted mission statement is like a powerful magnet. It attracts the right employees, customers, and partners while repelling those who are not a good fit. It fuels motivation and shapes the company’s culture. In other words, a good mission statement is not just important—it’s essential.

Some leading examples to get you inspired include:

  • TED ‘Spread ideas’ 
  • Walmart ‘Save people money so they can live better’
  • Patagonia ‘We're in business to save our home planet’
  • Bumble ‘Bumble is a platform and community that creates empowering connections in love, life, and work’
  • Nike ‘To bring inspiration and innovation to every athlete in the world’
  • Nordstrom, ‘We work hard to make decisions in the best interest of our customers and those serving them.’

Crafting a compelling mission statement

Business mission Mission statement

Having established the significance of a mission statement, the challenge lies in crafting one that truly resonates. Crafting a compelling mission statement involves:

  • Understanding the company’s purpose
  • Identifying its unique traits
  • Determining how it stands apart from competitors
  • Collaborating with stakeholders
  • Reflecting on the company’s core values

It’s a process that requires collaboration, reflection, and a deep understanding of the company’s core values.

For remote teams, sitting around a focused virtual space like Kumospace with a clear plan for an engaging meeting can kick start the process. Teams can create their own meeting rooms and offices to represent the company's values and use the inspiration of other brands, but they must look to the heart of their own brand and goals to find a true message.

Clarity and conciseness

The initial step towards a compelling mission statement revolves around ensuring clarity. A clear mission statement is comprehensible, interpretable, and memorable. It should encapsulate the company’s essence in a way anyone can understand. But achieving clarity isn’t just about using simple language. It’s also about honing in on the company’s purpose and goals.

Conciseness is another essential quality of a good mission statement. Consider examples like TED’s “Spread Ideas” or Walmart’s “Save people money so they can live better.” These mission statements are brief, but they communicate a lot. They tell us what the company does, why it does it, and who it does it for—all in just a few words.

Companies must delve into their essence and understand their core purpose for clarity and conciseness. What is their purpose? What are their goals? What value do they provide? Answering these questions can help companies craft a mission statement that is both clear and concise.

Reflecting core values

The compelling mission statement should also reflect the company’s core values. These are the principles that guide the company’s actions and decisions. They are the beliefs that the company stands for, and they set the company apart from its competitors.

Take Patagonia, for example. This company’s mission statement includes a commitment to the environment, reflecting its core value of sustainability. Similarly, Bumble emphasizes values of integrity and respect in its mission statement, reflecting its commitment to creating a respectful and empowering social networking platform.

By aligning the mission statement with the company’s core values, organizations can create a stronger brand identity and build deeper connections with their customers. After all, customers are more likely to support businesses that share their values and beliefs.

Inspiring and motivating

Lastly, a great mission statement ought to:

  • Clearly define the purpose and goals of the organization
  • Be concise and easy to understand
  • Inspire and motivate
  • Capture the emotional appeal of the organization
  • Articulate its essence in a way that resonates with employees and customers alike.

To achieve this, companies must prioritize emotionally powerful and resonant words when crafting their mission statements. Nike’s mission statement is to inspire and innovate for every athlete worldwide, demonstrating their commitment to global impact and creative excellence. This statement doesn’t just tell us what Nike does—it tells us why it matters. It inspires us to see our potential and the world around us.

Moreover, a mission statement that motivates the team can lead to tangible benefits, such as improved productivity and revenue. After all, when employees feel connected to the company’s mission, they’re more likely to go the extra mile to help the company succeed.

Kumospace creates the best environment for remote workers to gather and get motivated to craft a strong mission statement.

Mission statement examples by industry

Word mission typographic concept

To gain a deeper understanding of an effective mission statement, we will examine some examples across diverse industries. These examples will illustrate how different companies articulate their purpose, values, and goals in their mission statements.

Healthcare organizations

Healthcare organizations face a unique challenge when crafting mission statements. They must communicate their commitment to providing high-quality care while also expressing compassion and understanding for their patients.

Lively Clam, for example, strives to help seniors lead comfortable, independent lives, enhancing their everyday life. This mission statement effectively communicates the organization’s focus on improving the quality of life for seniors. Similarly, PharmaPlus enhances patient comfort and well-being with convenient pharmaceutical services, showing a commitment to patient care and convenience.

These mission statements show how healthcare organizations can communicate their purpose and values effectively. They highlight the organization’s commitment to patient care and reflect its core values of compassion and service.

Technology companies

In the technology sector, companies often use their mission statements and vision statements to express their commitment to innovation and accessibility. These mission statements reflect the companies’ core values and goal of improving people’s lives through technology.

Take Tesla, for example. Its mission is to accelerate the world’s transition to sustainable energy. This mission statement not only communicates Tesla’s focus on sustainable energy but also its ambition to be a leader in this transition. Similarly, Google’s mission is to organize the world’s information and make it universally accessible and useful. This mission statement highlights Google’s commitment to making information accessible to everyone, reflecting its core value of accessibility.

In these company mission statement examples, the companies have crafted their company’s mission statement that clearly reflects their core values and goals, making their company stand out among competitors. They have also managed to infuse their mission statements with a sense of purpose that goes beyond just making a profit.

Retail Brands

Retail brands often use their mission statements to express their commitment to customer satisfaction, product quality, and sustainability. These mission statements reflect the brands’ core values and their desire to provide value to their customers.

For instance, Nordstrom’s mission statement is dedicated to establishing customer loyalty by showing care and providing a compelling shopping experience. This mission statement effectively communicates Nordstrom’s commitment to customer satisfaction, reflecting its core value of exceptional customer service.

Similarly, Home Depot’s mission statement underscores its commitment to providing the highest level of service, the broadest selection of products, and competitive prices. This mission statement clearly communicates Home Depot’s focus on customer satisfaction and product quality.

Analyzing successful mission statements

Vision statement concept vector illustration stock illustration

Having perused some mission statement examples, we will further investigate the elements that contribute to their success. We’ll examine some key characteristics of successful mission statements, including alignment with brand identity, flexibility, and emotional connection.

Alignment with brand identity

A mission statement ought to:

  • Resonate with a brand’s core values
  • Embody the brand
  • Encapsulate the company’s essence in a way that resonates with its target audience
  • Create a stronger connection with its customers
  • Differentiate itself from its competitors

For instance, Airbnb’s mission statement, “Belong anywhere,” clearly communicates its core value of creating a sense of belonging for its users. This mission statement personifies the brand and resonates with its target audience, helping to create a strong brand identity.

Similarly, the Girl Scouts of America’s mission statement focuses on developing specific character traits, such as courage, confidence, and character. This mission statement aligns closely with the organization’s brand identity and resonates with its target audience, helping to create a strong connection with its members.

Flexibility and adaptability

A mission statement must be flexible and adaptable. It should evolve over time to reflect changes in the market, industry disruptions, or internal organizational shifts.

For example, Dunkin’ Donuts updated its mission statement and even its brand name to Dunkin’ to reflect the growing popularity of its coffee offerings over donuts. This change shows that Dunkin’ could adapt its mission statement to keep up with changes in the market and consumer preferences.

This flexibility is crucial in today’s ever-changing business environment, where a business exists to adapt and thrive. Companies need to be able to adjust their mission statements to maintain their relevance and alignment with their current operational reality, ensuring the company’s future success.

Emotional connection

Creating an emotional connection with its audience is a hallmark of an effective mission statement. This connection can help to foster loyalty among customers and employees, making them more likely to support the company and its goals.

For instance, Starbucks’ mission statement, “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time,” uses emotional language to forge a deeper connection with its audience. Similarly, Lowe’s mission statement emphasizes togetherness, using this theme to unite its workforce and customer service initiatives.

These examples show how an emotionally resonant mission statement can strengthen a company’s brand identity and foster customer and employee loyalty. They also highlight the importance of authenticity and inspiration in creating a mission statement that truly resonates with its audience.

Kumospace helps remote teams create emotional connections that are key to discussing branding and mission statement ideas. People can bring media, mood boards and other concepts to share with others and bounce ideas around to crystallize and focus on that ideal statement.

Tips for implementing your mission statement

Professionals evaluate financial records

Crafting a compelling mission statement forms just the initial part of the journey. To truly make a difference, a company must implement its mission statement effectively.

Let’s look at some tips on how to do this.

Communicating the mission

Effective communication is the first stage in implementing a mission statement. This involves sharing the mission statement with employees and the public to foster awareness and understanding.

One effective way to communicate a mission statement is through regular reminders. This can be done through meetings, newsletters, and other internal communications. By keeping the mission statement at the forefront of daily operations, companies can ensure that it remains a guiding principle for the workforce.

Feedback is another crucial aspect of communicating a mission statement. By seeking feedback from staff, board members, and the public, companies can refine their mission statement to ensure it resonates internally and reflects the collective vision and values of the organization.

Aligning business goals

Once the mission statement is effectively communicated, the next step is aligning it with the company’s business objectives. This involves incorporating the mission statement into the company’s strategic planning process and using it to guide business goals and objectives.

By aligning their mission statement with their business goals, companies can:

  • Create a clear roadmap for success
  • Clarify the role of business goals in meeting key performance indicators
  • Ensure that everyone in the organization is working towards the same objectives.

In other words, aligning business goals with the mission statement can turn the mission statement from mere words into a powerful tool for guiding the company’s strategic direction.

Regularly reviewing and updating

Lastly, it is of utmost importance to conduct regular reviews and updates of the mission statement. A mission statement is not a static document. It should evolve over time to reflect changes in the company’s goals, the market, or the industry.

Regular reviews during strategic planning sessions can help companies determine when updates to the mission statement are necessary. This ensures the mission statement remains relevant and aligned with the company’s current operational reality.

In essence, a mission statement describes a living document that should be flexible enough to adapt to changes and robust enough to guide the company’s future direction, while a vision statement provides a long-term perspective. Writing a mission statement that accurately reflects the company’s goals and values is crucial to ensuring this.


We’ve covered a lot of ground, from the importance of a mission statement to how to craft one that truly resonates. We’ve also looked at some examples of successful mission statements and discussed tips on implementing a mission statement effectively. Remember, a mission statement is not just words on a page—it’s a compass that guides a company’s decisions, unifies its employees, and communicates its purpose to the world. So, whether you’re starting a new business or looking to refine your existing mission statement, make sure it’s clear, concise, reflective of your core values, and capable of inspiring and motivating your team.

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Headshot for Drew Moffitt
Drew Moffitt

Drew leads marketing at Kumospace. Prior to joining Kumospace, he spent his career founding and operating businesses. His work has been featured in over 50 publications. Outside of work, Drew is an avid skier and sailor. A wholehearted extrovert, he organizes VentureSails, a series of networking events for founders and tech investors.

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