What to Include to Make a Powerful Brand Mission Statement

Author: Ethan

When you’re launching a new brand, there are certain boxes you need to tick. You’ll need a brand name, a logo, and a domain for your website, for example. But what about your brand’s mission statement? 

This brief yet powerful sentence is more than just flashy buzzwords or unrealistic expectations. It’s a declaration of why your brand exists, and what it hopes to achieve.

If you’re looking to craft a powerful mission statement for your brand, here’s everything you need to know. 

Understanding the role of a mission statement

Before we dive into how to create a compelling mission statement, it’s important to dissect exactly what a mission statement is. 

What is a mission statement?

Your brand’s mission statement is a declaration of your brand’s purpose, values, and goals. While brief, your statement should communicate:

• Why your company exists. 
• Who your brand serves. 
• How you deliver value. 

Define your company’s identity and connect with your target audience when coming up with possible brand mission statements. A strong mission statement should clearly communicate your brand’s purpose and reflect your company’s core values. 

This statement plays a crucial role in your brand’s long-term success for several reasons. First, it guides internal decision-making processes by providing clarity on brand purpose and direction.

If you’re developing a digital marketing plan or telling your brand story, a good mission statement helps keep your brand focused and aligned with its brand purpose. This clarity will help your business grow and thrive in the eyes of your customers and community. 

When in doubt, your leaders and employees can turn to your brand mission statement for guidance. 

Also, a mission statement helps set your brand apart from competitors. When executed correctly, it will highlight what makes your business unique, helping customers understand why they should choose your business. Studies have found that as many as 90% of companies with well-defined mission statements achieve growth and profits that either meet or exceed their industry’s average (FastCompany, 2024). 

It can even drive employee motivation. Data shows that companies with well-defined mission statements have high levels of employee engagement and loyalty (Leaders, 2023). 

Mission statement vs. vision statement

There’s a term that’s similar to a brand’s mission statement: “vision statement.” While these two might sound interchangeable, they’re unique in their purposes. 

What’s the difference when it comes to mission statement vs. vision statement? 

• Your brand’s mission statement functions in the present. It defines what your business is doing today, and what principles it embodies. 
• A vision statement is forward-thinking. It articulates future aspirations for your business. Its purpose is to inspire and motivate those in your organization to reach ambitious goals. 

Key elements of a powerful mission statement

Now that you’re familiar with the purpose of a mission statement, it’s time to understand exactly what one looks like. A powerful mission statement should have a few key elements. 

Clarity of purpose

Your mission statement should clearly and concisely communicate the purpose of your business. Align your brand vision and your long-term goal. It should be easily understood by everyone, from customers to investors, and should clarify what your brand stands for and what it aims to achieve. 

Alignment with core values

Your mission statement should be a direct reflection of the core values of your brand, or its fundamental beliefs and principles. It should tie together your brand values and brand promise in one cohesive message. This allows the statement to guide behaviors and decisions, shape company culture, and even direct how your brand interacts with customers. When your mission statement is rooted in your company’s core values, it can be a powerful tool for influencing how your brand “acts.”

Focus on the customer

A strong brand mission statement is customer-centric, meaning it places the customer at its center. It should demonstrate commitment to customer service and promote brand loyalty. After all, your business exists to serve customers, so your mission statement should articulate how your business plans to meet their needs and solve their problems. Think of a brand vision statement that reflects your commitment to uplifting the human spirit. By focusing on the customer, your mission statement can outline not only what your company does, but also why it makes a difference in the lives of your customers. 

Inspiration and motivation

Your brand’s mission statement should inspire and motivate both your team and your audience. When executed correctly, it can be something the community rallies around, creating a sense of purpose, commitment, pride, and connection.

How to write an effective mission statement

Wondering how to write a mission statement that incorporates all of these elements? Here are seven steps to guide you. 

• Brainstorm – Start by generating ideas. Clarify what your company does, why it exists, who your customers are, and what problems they face. Also, identify what makes your business unique and how it makes a difference in the world. Write everything down, without filtering your ideas initially, to help develop key themes and articulate basic thoughts. 
• Clearly define your audience – Now that you have some ideas, focus on your target audience and customers. Who are you talking to, and what matters to them the most when it comes to your brand? How does your business address their needs?
• Clarify your brand’s purpose – Brands with powerful mission statements can succinctly describe their purpose beyond just generating revenue. Be specific, and articulate why your brand exists on a deeper level, such as contributing to a social cause, fostering community, or addressing a specific need. You might also address your larger vision or purpose.
• Describe core values – Your core values serve as the foundation for your company’s culture and actions, and might include innovation, inclusivity, diversity, or sustainability, for example. Identify the values that matter most to your brand, and determine how to integrate them into your mission statement.
• Make sure it’s simple, yet inspirational – As you start to refine your mission statement, ensure it’s clear and easy to understand. It should be no longer than three sentences. At the same time, don’t over-simplify it to the point of boredom. It should still be inspirational, exciting people about your business, and communicate your brand’s deeper purpose. 
• Test – Before launching your mission statement, you can test it with different stakeholders, including team members and potential customers. You can ask for opinions informally, or conduct formal testing through methods such as focus groups or A/B testing. Testing will help you understand if your mission statement evokes the feelings and ideas you want it to.
• Finalize – Based on the feedback, you can adjust or clarify your mission statement as needed before finalizing it. 

Common pitfalls to avoid

Several common missteps can undermine the effectiveness of your mission statement. Some typical pitfalls to avoid include:

• Being too vague – Phrases like “We strive for excellence” might sound impressive, but they’re surface-level and lack specificity. Instead, be clear and precise. 
• Using overly complex language – Jargon, buzzwords, and complicated sentences should be avoided. If your mission statement is too corporate, technical, or difficult to understand, your mission statement may fail to inspire your audience or direct decision-making. Instead, use straightforward language that reflects your brand.
• Including too much – Don’t try to pack too much into your mission statement (even though it might be tempting). Your statement won’t cover every aspect of your business and goals, and that’s okay. Keep it focused and sharp. 
• Being unrealistic – While you likely want your mission statement to be inspiring, remember it still needs to be realistic. If it’s too aspirational and disconnected from what your company can actually achieve, it might feel empty or unattainable, and lose value. 

Examples of powerful mission statements

Curious about which brands excel when it comes to their mission statements? Here are some powerful mission statement examples, and why they’re effective. 

Tesla mission statement

• Mission statement: “Tesla’s mission is to accelerate the world’s transition to sustainable energy.”  (Tesla)
• Why it works: This statement is both concise and evocative. It captures Tesla’s core purpose and vision—promoting and advancing the use of sustainable energy. In just a few words, Tesla declares itself a leader in this space. Additionally, the use of the word “accelerates” is a clever nod to vehicles, as well as high-speed innovation. 

Google mission statement

• Mission statement: “Our mission is to organize the world’s information and make it universally accessible and useful.” (Google)
• Why it works: This Google mission statement reflects Google’s focus on allowing people to access information online, and underscores its role as a driver of accessibility and innovation. 

Starbucks mission statement

• Mission statement: “With every cup, with every conversation, with every community–we nurture the limitless possibilities of human connection” (Starbucks)
• Why it works: This statement reflects the brand’s goal of being more than just a place to buy a cup of coffee. It emphases a broader experience, and evokes community, customer experience, and a warm environment. 

Crafting you brand’s mission statement

Ready to craft your own mission statement? Here are some best practices to keep in mind:

Tailor your mission statement to your brand

One of the most important factors to consider when writing your mission statement is originality: It’s crucial that your mission statement is unique to your brand. A well-crafted mission statement doesn’t just reflect your brand’s identity, values, and purpose—it also sets you apart from competitors. 

Ensure your mission statement evolves over time

Your mission statement serves as the guiding principle for your brand, but it shouldn’t be restrictive or set in stone. Instead, it should have the flexibility to evolve over time as your business grows and market conditions change. 

To keep your mission statement relevant, regularly reevaluate it and ensure that it continuously aligns with your current offerings, services, and customer demand. Also, keep a pulse on the market changes (such as technological advancements or shifts in consumer behavior), and consider adapting your statement as conditions change. 

Integrate your mission statement into your website

Your website plays a central role in cultivating your brand’s presence, shaping how audiences perceive you. Because of this, your mission statement should be prominently displayed on your website. This will allow visitors to understand “who” your brand is, what it stands for, and what sets it apart, while contributing to your online presence.

Start crafting your powerful brand mission statement

Now that you know what a brand mission statement is and how to create one, it’s time to craft yours and take your brand to the next level. 

Secure your brand’s online presence

As you grow your brand’s identity, don’t forget about the importance of your web presence. Securing a domain name (or web address) is a crucial first step in establishing your brand’s digital footprint and showcasing your mission statement to the world. 

To start this process, begin with a domain name search to ensure your desired domain is available. Once you acquire your chosen domain name, use Name.com’s website builder solutions to quickly create a site that establishes your brand online.

Take your branding to new heights with Name.com

When you’re ready to secure your ideal business domain and build up your brand identity, Name.com is here for you. Name.com offers best-in-class products for establishing a winning online presence for your business or personal venture. 

Use our domain name search tool to secure a domain name that aligns with your brand, build a website with our website solutions to showcase your great mission statement, and project professionalism with our custom email hosting solutions. 

Sources: 

Leaders. Why Your Company Needs a Mission Statement + Examples and Tips. https://leaders.com/articles/company-culture/mission-statement/ 

Fast Company. How a CMO Can Deliver Quick Wins. https://www.fastcompany.com/91127941/how-a-cmo-can-deliver-quick-wins 

Tesla. Master Plans. https://www.tesla.com/master-plans 

Google. About Google. https://about.google/ 

Starbucks. A new mission for Starbucks. https://stories.starbucks.com/stories/2023/a-new-mission-for-starbucks/