Elevate Your Brand with a Strong Mission Statement

What is a Mission Statement?

A mission statement is a concise, clear declaration of your business's core purpose and focus. It defines what your business does, who it serves, and how it serves them. The mission statement is a foundational element of your business strategy, helping to guide decision-making, inspire employees, and communicate your brand's identity to customers. A well-crafted mission statement can drive your business forward by providing a sense of direction and purpose.

In essence, a mission statement answers the fundamental questions: 

• Why does your business exist?
• What do you want to achieve?
• How does your offering really solve the customer’s problem?

How to Write a Mission Statement

This is how you create a mission statement in seven simple steps:

1. Identify Your Business's Core Purpose: Start by defining what your business is about. What is the primary reason for your business's existence? Consider what makes your business unique and how it adds value to customers.
2. Understand Your Target Audience: Think about the customers you serve. Who are they, and what are their needs? Your mission statement should reflect the relationship between your business and its customers.
3. Determine the Value You Provide: What solutions or benefits does your business offer? Focus on the impact you want to make on your customers or community.
4. Keep It Simple and Clear: Your mission statement should be brief—ideally one or two sentences. Avoid jargon and complex language. The goal is to ensure that anyone who reads your mission statement understands your business's purpose immediately.
5. Reflect on Your Business's Long-Term Goals: While a mission statement focuses on the present, it should also hint at the direction in which your business is heading. Consider how your mission aligns with your long-term vision.
6. Involve Key Stakeholders: Get input from employees, partners, and even loyal customers. This can help ensure that your mission statement resonates with those who are part of your business.
7. Revise and Refine: Write several drafts and refine them until you have a statement that feels right. It should be inspiring, practical, and aligned with your business’s ethos.

What is a Vision Statement?

A vision statement, on the other hand, describes the future aspirations of your business. It paints a picture of where you see your business in the long term and what you hope it will achieve. While the mission statement focuses on the "now," the vision statement is all about the "future."

Your vision statement should be ambitious yet attainable, providing a guiding star for your business as it grows and evolves. It often includes the impact your business aims to have on its industry or community in the years to come.

Mission vs Vision Statements

Though closely related, mission and vision statements serve different purposes:

• Mission Statement: Focuses on the present. It defines what the business does, its core purpose, and how it serves its customers.
• Vision Statement: Focuses on the future. It outlines what the business aims to achieve over time and its aspirations for the long term.

In practice, your mission statement is the actionable path that will lead your business toward the aspirational goals set out in your vision statement.

Mission and Vision Statement Template

Here’s a simple template to help you craft your mission and vision statements:

Mission Statement Template: "Our mission is to [what your business does] by [how your business does it] for [target audience]. We are committed to [value proposition/impact]."

Practical Example Mission Statement: "Our mission is to provide high-quality, affordable organic foods by partnering with local farmers for health-conscious families. We are committed to fostering sustainable farming practices and promoting healthy lifestyles."

Vision Statement Template: "Our vision is to [what you aspire to achieve in the future] by [the broader impact of your business]."

Practical Example Vision Statement: "Our vision is to become the leading provider of sustainable foods, creating a healthier future for generations to come and contributing to a world where organic is the norm."

Mission vs. Vision Statements Best Practices

Understanding the distinction between mission and vision statements is essential for crafting a compelling narrative for your business. Some companies are already nailing this with impressive skill.

1. Best Mission Statement Example

Greenlight Bookstore (Brooklyn, NY) captures the essence of the company's current purpose:

The mission of Greenlight Bookstore is to create welcoming spaces
for discovery, conversation, and connection around books,
through curation, programming and service
that provides for the needs and interests of our customers
and highlights creative work we love and value,
based on a commitment to improving equity and sustainability
in our company and our community.

2. Best Vision Statement Example

The Little Red Hen Bakery (Salida, CO) paints an aspirational future:

Our vision for catering is to take the attention to detail we have in our restaurant and to infuse it into every aspect of your experience at events. This relates to our food quality as well as the level of service.