A good mission statement can give a lasting impression of your company in the eyes of your consumers. The best mission statements create connections between the company and its consumers creating a loyal bond that can last a lifetime. 

Why do we stay loyal to brands? Simple, because their values line up with ours. Brands strive to combine emotional, physical, and logical elements into consumer and employee experiences that we value as much as they do. And those values are visible in a company’s mission statement. 

First, let’s explore how to craft a mission statement, the difference between a vision and mission statement, and then review five examples of amazing mission statements that serve as a solid foundation for leading companies. 


How To Build A Mission Statement

Effective mission statements show the world who the brands are, simultaneously representing the organization's values. Writing a good mission and vision statement means formulating an action-based affirmation of how the company can serve its audience. It usually includes a brief statement of what the company does and its objectives.

Everything a company does should be reflective of the business mission statement, which is why it is important to create one that is clear for employees to follow. It should be a few  sentences long, but no longer than three sentences. The most effective company mission statements are usually one simple sentence that is concise and to the point.

Difference Between a Vision and Mission Statement

When creating a mission statement, it is important to know its role versus its counterpart, the vision statement. A mission statement usually answers the main questions of who, what, and why. Alternatively, a vision statement shares an organization’s aspirational ideas of where they want the world to be in the future as a result of the company's total efforts.

A mission statement is the blueprint for the vision statement as it pronounces the type of culture it wants its employees and customers to be a part of. Before an employee's first day on the job they should have read and understood the mission statement of the organization they will represent. Familiarizing oneself with the mission statement will help motivate employees to have a purpose at work. 

A vision statement reflects a company's aspirations for the future. It describes what the organization will accomplish by following their mission statement, in other words, the result of meeting its objectives. The founder's vision is clearly presented and introduces ambition. Below, we list vision and mission statement examples of well-known brands to better understand how they work together to represent the company. 


Best Buy 

Mission statement: Our formula is simple: we’re a growth company focused on better solving the unmet needs of our customers—and we rely on our employees to solve those puzzles. Thanks for stopping.

Vision statement: To positively impact the world, enrich people's lives through technology and contribute to the common good.


Nike

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)


Zoom

Mission statement: Our mission is to develop a people-centric cloud service that transforms the real-time collaboration experience and improves the quality and effectiveness of communications forever.

Vision statement: Video communications empowering people to accomplish more.


You may have noticed how the best mission statements serve as a subsequent guideline to the vision statement. That’s why it is important to initially have a strong statement for consumers to understand the purpose of the company's services. 

Do you need help building a mission statement? Below we examine top company mission statements for you to better understand and properly present the direction of your company.


Spotify 

“Our mission is to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”

Spotify’s mission statement focuses on transforming its goals into a reality by sharing the way both the artist and listeners will improve their lives using the Spotify platform. Additionally, the mention to ‘unlock human creativity’ doesn’t limit the service, but reaches consumers on a global level. It expands their services to virtually anyone who qualifies as an artist or a listener. 


Amazon

“We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

The Amazon mission statement explains customers should expect top convenience when shopping with Amazon. It targets expectations of price, selection, and satisfaction, to attain a convenient shopping experience in comparison to other online competitors. Amazon.com has an exemplary mission statement because its strategic set up has successfully led the way for employees and consumers. 


Patagonia 

“We're In Business To Save Our Home Planet.”

Patagonia updated their mission statement in September 2019. Their first mission statement which stuck with the company for over 45 years, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” was effective because it described the company’s need to produce the best yet safe products, all while acknowledging their priority of resolving the environmental crisis. Patagonia combined the focus of selling and giving back by highlighting their philanthropic efforts. 

Their current mission statement is even more succinct than before, stating that their top priority is saving the environment. As the environmental crisis has increased since the company first started, Patagonia is showing consumers their initial efforts matter more to them than ever. 


TED

“Spread Ideas.”

TED, short for, “Technology, Education, and Design” has a two word statement that is transparent in all their well known TED talks. When viewers watch a talk, they are immediately influenced by this concept of sharing different types of ideas. As there are presentations highlighting countless amounts of topics, TED created a general mission statement for viewers to form their own ideas which intentionally incorporates their overall goal.


There are many amazing mission statements crafted by leading enterprises worldwide, some more succinct than others. No matter the affirmation length, a growing company needs to make sure its promise to customers and employees is carried out every step of the way. 

If you’re starting a company and looking to transition into an environment of motivation and success, you can check out COW-ORK. Our mission statement is: “Create a new way of working: the COW-ORKing - bringing bright, creative people together and letting their ideas collide outside of the office mentality and routine. “

COW-ORK's network of top notch coffee shops, restaurants and cafes have welcoming  environments that allow you to stay working for as long as you want. The monthly membership is only $89 and lets you gain access to some of the best locations around Miami.