Last Updated on Fri-Mar-2024 by Robert Bogere
Struggling to create your startup or brand mission statement?
In my early days of starting my online business, I asked myself a question: What is the purpose of my business?
Beyond my branding services and money, I realized the importance of defining a deeper purpose—a brand mission statement.
Inspired by industry giants like Tesla and Google, I embarked on my journey to create a mission statement that not only guided my brand decisions, but also resonated with my potential customers on a personal level.
Join me as I share with you brand mission statement insights and experiences gained along the way, navigating the process of mission statement creation and identifying the transformative power of purpose in shaping my identity and the direction of my business.
- What does a term mission statement mean?
- The Importance of a mission statement
- What makes a mission statement strong?
- How to create a compelling brand mission statement
- My brand mission statement template
- Brand mission statement FAQs
- What’s the difference between my brand mission statement and vision statement?
- How frequently should I update my brand mission statement?
- Can my brand mission statement change over time?
- How can I communicate my brand mission statement to stakeholders?
- What are some examples of successful brand mission statements?
- Brand mission statement conclusion
What does a term mission statement mean?
According to the Investopedia article, the mission statement is a phrase used to state what purpose you serve.
Think of a brief statement that answers questions of why, who, and what.
It singles out what your company wants to achieve, who they want to support, and why they want to support them.
Your company is explaining to its potential audience why it exists. It’s not only for big corporate companies that need such phrases.
Even individuals, personal brands, startups, and small businesses need such statements.
The Importance of a mission statement
According to the University of Minnesota, this kind of statement plays 3 important roles as below;
1. It develops your measurable goals and objectives, which gauge the success of your brand strategy.
2. It communicates your strategy development. One way, an excellent strategy is how well it helps your brand achieve its mission.
3. It communicates the purpose of your brand to stakeholders—Picture this.
Your employees know your brand purpose through your mission statement. That’s the best way to know about your strategy and its implementation.
What makes a mission statement strong?
Mission statement will help your brand to stand out from its competitive market, hence differentiating your brand from the rest of others.
Think of 3 components within your brand mission statement:
Brand values
What does your company stand for? Is it sustainability? Is it innovation? Is it saving lives?
For example, Tesla stands for sustainability because of its renewable energy cause
Discover: How you can craft your brand values with global examples
Brand purpose
Purpose looks at what your brand does. What does your company do? Also, this has to be shown in your brand mission.
Brand goals
What does your company accomplish for customers?
Among its components, you’ll find these elements; clarity, specificity, relevance, and inspiration.
According to Laura Hennigan in her article, a mission statement can reflect short-term or long-term goals but should share the above elements.
Discover: How you can develop your brand strategy for your company
Let’s look at an example using mentioned elements. Let me analyze Tesla’s mission statement.
To accelerate the world’s transition to sustainable energy.
Clarity
Tesla’s mission statement is clear and concise. It communicates Tesla’s overarching goal of expediting the global shift towards sustainable energy.
There’s no difficulty in knowing what Tesla aims to achieve with this mission statement.
Specificity
While Tesla’s mission statement is broad, it is specific enough to convey Tesla’s focus on sustainable energy.
It doesn’t delve into specific technologies or products, but rather outlines a clear direction for the company’s efforts toward environmental sustainability.
Relevance
The mission statement is highly relevant to Tesla’s core values. The mission statement of Tesla is highly relevant to the brand’s offerings and its commitment to reducing carbon emissions and promoting clean energy solutions.
This is because it’s known for its electric vehicles and renewable energy products.
Inspiration
Again, its mission is inspiring, as it’s a bold and ambitious vision for the future.
By starting to accelerate the transition to sustainable energy on a global scale, Tesla inspires both employees and stakeholders to be behind a noble cause with far-reaching environmental and societal implications.
It motivates people to support Tesla’s endeavors towards creating a more sustainable world.
Tesla’s mission statement showcases clarity, specificity, relevance, and inspiration, making it an effective guiding principle for the company’s endeavors in the renewable energy and electric vehicle industries.
Discover: The critical branding mistakes done by start-ups
How to create a compelling brand mission statement
There are many articles you’ll read about mission statements, but few have the rightful stages you need to take to develop your mission statement.
With this article, you’re getting a proper process of how you can create a meaningful brand mission statement for your entity.
1. Define what your brand does
Put down what your brand does, whether products/services. Think of questions like;
- Why do you offer such value?
- Why would customers buy your products?
- How does your product/service solve your customer problems?
2. Determine your unique contribution
Think of your business process.
- What makes your brand stand out?
- What unique value or benefit do you offer to your audience?
3. Identify your brand values
Your brand values are your company principles you believe in such guide your decisions.
These have to be respected by your employees and should inspire your stakeholders.
- What values inspired you to develop your product/services?
- What beliefs are fundamental to your organization’s culture?
4. Define your purpose
Put down why you started your business.
- Why does your brand exist?
- What does your company care about?
- What impact do you want your brand to make?
If you care about saving saves, your potential customers need to see such in your products and services. Showcase it.
5. Put it together
Combine your elements and common themes above into one clear, concise statement reflecting your brand’s purpose, values, target audience, unique contribution, and desired impact.
Aim for simplicity and clarity to ensure that your mission statement is understood and remembered.
6. Refine and Iterate
Once you’ve created your mission statement, review and test it with your team members to ensure it captures your brand’s essence.
Again, you need to seek feedback from your stakeholders and team members and be open to refining and iterating on your statement until it truly resonates with your company’s identity and aspirations.
Discover: Essential indicators your brand needs a refresh
My brand mission statement template
There are other templates you can use. Feel free to use one that brings out well your mission statement.
It’s turn and time to create a mission statement for your brand. Consider the above example and template to come up with one for your brand.
Brand mission statement FAQs
What’s the difference between my brand mission statement and vision statement?
While a brand mission statement defines your company’s purpose and how you’ll achieve it, a brand vision statement paints a picture of what your company aspires to become in the future.
The mission focuses on the present actions and goals, while the vision looks ahead to the long-term aspirations and outcomes of 5-10 years.
How frequently should I update my brand mission statement?
Your brand mission statement needs periodic revisits, ensuring it remains relevant and aligned with your company’s evolving goals and values.
While there’s no particular timeframe for revisions, changes in your industry space, strategy, or identity may force updates to your mission statement.
Can my brand mission statement change over time?
Yes, a brand mission statement can evolve as your company grows, adapt to new challenges, or redefine its strategic direction.
However, you should consider any changes to maintain continuity and preserve the core values and purpose of your brand.
How can I communicate my brand mission statement to stakeholders?
You can communicate your mission statement to your stakeholders through various channels, including your company websites, marketing materials, internal communications, meetings, and public statements by your company leaders.
It’s important to reinforce your mission consistently across all touch points to ensure alignment and understanding among stakeholders.
What are some examples of successful brand mission statements?
Examples of successful brand mission statements include the one by Tesla I analyzed. Another one is Nike – To bring inspiration and innovation to every athlete in the world and Google – To organize the world’s information and make it universally accessible and useful.
These statements are clear, and concise, and reflect the core values and aspirations of these respective brands.
Brand mission statement conclusion
As I reflect on my journey of creating my mission statement, I’m reminded of the power of my purpose in shaping the journey of my business.
What began as a shaky idea turned into a guiding principle of every aspect of my brand.
Through moments of clarity and moments of doubt, I’ve learned a mission statement is more than words on paper—it’s a declaration of intent, a commitment to making a meaningful impact in the world.
As I look ahead to my future, I’m excited to see how my mission statement will continue to evolve and resonate with my potential customers.
With each iteration, I’m reminded of the importance of staying true to my values, embracing simplicity, and remaining open to my growth and change.
Your mission statement isn’t just a statement—it’s a living, breathing phrase to the passion and purpose driving you forward on your purposeful journey.
Need expert guidance in creating a good mission statement reflecting the essence of your brand?
Let me help you articulate your purpose and set a clear direction for your business.
I and my team specialize in brand mission statement creation, offering tailored consultations and strategic insights to ensure your statement resonates with your audience and drives success.
Schedule a FREE call below and take the first step towards defining the heart of your brand
He specializes in turning SaaS startups into brands customers trust and buy from. He helps founders cut through the noise with a clear messaging and positioning strategy that drives conversions.
With 10+ years of background in branding and strategic communication, Rob has worked with startups struggling to stand out.
He understands the challenges of building a brand beyond a product and focuses on crafting unique value propositions that make SaaS businesses memorable and profitable.
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