A mission statement is a one-sentence summary of what a company does and what
positive impact it aims to have. Companies may use one to outline their objectives
and values so their audience gains a better understanding of the business.
Understanding what to include in this statement can help a brand attract new
customers and grow its client base.
I. Why is a mission statement important?
A mission statement is important because it outlines a company's objectives, what it
wants to accomplish and why its efforts matter. It also provides employees with a set
of moral guidelines to abide by and gives the public a greater understanding of the
company's goals, values and purpose. Here's an overview of each of the key elements
included in a mission statement:
Goals: By defining company goals, a mission statement helps to unify an
organization, providing employees with a roadmap for achieving company success.
This provides a better structure and can promote a more efficient workplace overall.
Values: Mission statements also help define a company's culture, ethics and core
values, which provide insight into a company's standards and morals. It also lets the
public know what type of behaviour they can expect from the company.
Purpose: Mission statements let others know the company's contribution to the
greater public and its reason for existing. It gives companies an opportunity to explain
why they do certain things, too. This element helps the company's audience better
understand what sets it apart from other organizations.
II. How to write a mission statement
When you write a mission statement, it's important to make it clear and concise and
address all the key elements. Here are steps for writing an effective mission
statement:
1. Define the company's purpose
Start by stating the reason for the company's existence. For example, a retail store's
purpose may be to sell shoes and apparel to customers. Besides listing the company's
purpose, it's important for a mission statement to emphasize how it differs from
industry competitors. Accomplish this by outlining the company's specialty, which
allows customers to see its contribution to society.
For example, a retail store's purpose may be to sell shoes and apparel to children
using solely organic fabrics and textiles that are good for the environment. When
customers know how it's distinct from its competitors, it can help them decide which
company they want to purchase from and which products interest them.
2. State how the company accomplishes its goals
Express how the company accomplishes its tasks by outlining its general operations.
This typically includes listing the company's core values and beliefs. Some examples
of company values include providing equal access to resources or offering superior
products to its customers. For example, a vegetable company may provide customers
