10 Mission Statement Examples (Plus Importance and Tips)

By Indeed Editorial Team

Published June 17, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A company's mission statement is an essential part of its corporate and brand identity. Choosing the best mission statement that conveys everything a company represents can be challenging and involves various considerations. Learning more about mission statement examples can help you create one for a business. In this article, we explore mission statements, highlight their importance, explain tips to create one, and outline examples of mission statements.

Understanding mission statement examples

Mission statement examples are samples of brief statements companies use to convey its purpose and value. A mission statement defines what an organization does, why it does it, and its goals. Mission statements are different from vision statements, which convey what a company aims to become. Instead, a mission statement is more of a description of the company's current position and how it hopes to contribute value to the community. Effective mission statements summarize the core values and objectives of a company. They may also define the company's target audience, a specific demographic, or the general population.

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Importance of a mission statement

Here are some of the reasons why a mission statement is important:

Defines the company's identity

A company's mission statement highlights its purpose, goals, and core values. These details form the basis of a company's identity and determine how it navigates the market. By defining the company's identity, you can encourage synergy across all its components. More importantly, a defined brand identity helps to distinguish a company from its competitors.

Related: What Is a Company Profile? (With Tips to Write One)

Informs decisions

A company's mission statement serves to guide its core values and immediate goals. This can help inform major strategic decisions. For example, a company whose mission statement emphasizes community is unlikely to make a decision contrary to that value. When companies have a clear mission statement, it encourages consistency in decision-making across all levels of operation.

Attracts talent

When looking for jobs, candidates typically research the company. They may use the company's mission statement to develop an idea of its values and corporate culture. As a result, it's vital that companies develop mission statements that resonate with the kind of employees they're trying to hire.

Directs growth

Business expansion is a delicate and strategic decision that involves considering various factors. Companies usually have several opportunities and forgo some to pursue others. A clear mission statement can help inform a company of the appropriate direction for its expansion. In addition, by reminding itself of its goals and core values, companies may find it easier to identify and leverage opportunities that align with the brand.

Determines corporate culture

A company's corporate culture is how its employees interact with management, clients, and other parties. It affects the morale and productivity of employees. Creating a mission statement helps clarify corporate values, influencing corporate culture. For example, a company highlighting togetherness in its mission statement may encourage collaboration among its employees.

Related: How to Use Organizational Culture to Find the Perfect Job

Tips for making a mission statement

Here are some tips you can consider when creating a mission statement for companies:

  • Interview the company's leadership: A company's leadership is a valuable source of information on its goals, purpose, and values. You can interview company leaders across all levels and take notes so you can compare their answers and establish a pattern.

  • Be simple: While creating a mission statement, avoid using industry-specific jargon or buzzwords. Using simple language makes the company's mission statement more relatable to customers who are the primary focus.

  • Be brief: A mission statement is typically brief and precise. Ensure your mission statement is either one or two sentences to make it easier to read and remember.

  • Be human: It's vital that a good mission statement reflects the company's unique brand identity and tone. Opt for expressive language that reflects the company's culture rather than a strictly formal tone.

  • Update it when necessary: Companies can undergo significant changes that require a change in its mission statement. It's crucial that the changes aren't too frequent or drastic to avoid confusing customers.

Examples of mission statements

Here are some examples of mission statements you can consider:

1. "To inspire humanity, both in the air and on the ground" - JetBlue

This airline company's mission statement is brief and catchy. It's a broad statement, speaking to its overall values rather than its specific service. The mission statement also references the company's services by using the word "air." The statement communicates that JetBlue is a service-oriented company that considers the humanity of its customers. It's also emotional and connects easily with readers.

2. "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis." - Patagonia

Patagonia, a company that retails outdoor activewear, opts for an exhaustive and expressive mission statement. The first part of the statement emphasizes the value proposition of Patagonia and affirms its position as an industry leader with the use of the best products. The statement also conveys the company's core values of sustainability and environmental protection. It then identifies the brand's overall goals.

3. "Spread ideas" - TED

TED is a nonprofit organization that organizes talks in different locations. The mission statement of this company is brief and direct, summarizing its primary purpose. Using the word "ideas," the mission statement communicates that the organization seeks novel perspectives or opinions that aren't mainstream. The use of the word "spread" also implies proliferation, which defines the company's purpose. With a few words, this mission statement has identified the company's purpose, goals, and of its core values.

4. "To empower creators to make their best work and get in front of an audience they deserve" - Tumblr

Tumblr, a social networking website, chooses a simple and direct approach. The mission statement immediately reveals the brand's customer-centric culture. "Empower creators to make their best work" communicates that the organization recognizes that the actual value of the platform is in the work of its creators. The statement also conveys its value proposition with "an audience they deserve," communicating that Tumblr has a willing and high-quality audience.

5. "To make it easy to do business anywhere" - Alibaba

Alibaba, an e-commerce franchise, opts for a brief and simple mission statement. This statement is direct but explanatory. The phrase "do business anywhere" communicates both the brand's value proposition and target audience. By highlighting that the company has the resources to help customers do business anywhere, it also implies that its service is for everyone. Lastly, "make it easy" communicates convenience as one of its value propositions.

6. "To become the number 1 fashion destination for 20 somethings globally" - Asos

Asos is an online fashion retail company that has opted for a precise and bold mission statement. The obvious idea about this statement is how it defines the brand's target audience as young adults in their twenties. The statement also conveys the brand's goal, to become the "number 1 fashion destination."

7. "To help humanity thrive by enabling all teams to work together effortlessly." - Asana

Asana is a productivity software company that has opted for a simple yet descriptive mission statement. Using the word "humanity," the mission statement communicates a warm and socially conscious brand tone. The mission statement also clarifies that the company's target audience extends to the whole world. While the mission statement isn't precise, it still gives an idea of the company's purpose, which is to help teams work together.

8. "To enrich people's lives with programmes and services that inform, educate and entertain" - BBC

BBC, a news agency, uses a descriptive mission statement to convey its core values. "Enriching people's lives" communicates that the brand is customer-centric and dedicated to the welfare and satisfaction of its viewers. The mission statement also highlights "inform, educate, and entertain" as the organization's major value propositions. By reading the mission statement, you know the organization broadcasts different programs to cater to those needs.

Related: What Is Strategic Planning? (With Benefits)

9. "To give customers the most compelling shopping experience possible." - Nordstrom

A luxury clothing store, Nordstrom opts for a brief yet powerful mission statement. This mission statement immediately defines the company's purpose, the sale of fashion wear. Using the word "compelling," the mission statement communicates that the brand prioritizes quality products that encourage customers to purchase them. Using the word "possible" also shows the brand's competitiveness and dedication to remaining an industry leader.

10. "To deliver information on the people, ideas and technologies changing the world to our community of affluent business leaders" - Forbes

Forbes is a luxury magazine brand that has opted for a mission statement ending with a clear target audience definition, "to our community of affluent business leaders." This also reveals Forbes' value proposition, which is delivering news in a relevant way to business people. The mission statement also highlights the scope of Forbes' coverage, stating that it delivers information on "people," "ideas," and "technology." Lastly, the brand reveals its core value of innovation and disruption with the phrase "change the world."

Please note that none of the companies, institutions, or organizations mentioned in this article are affiliated with Indeed.

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