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Crafting a Compelling Mission Statement: Guiding Your Brand’s Purpose

14 Oct 2023 by Vicky Hutchinson

This is Part 3 of our Brand Strategy series of blog posts

Welcome back to our brand series, where we are walking you through the essential elements of branding that shape your business’s identity. Today, we look at your mission statement – the compass that guides your brand’s daily actions and decisions. We’ll explore its crucial role and offer guidance on creating a mission statement that strikes a chord with your customers.

Last in the series we covered your vision statement. So here is how I like to explain it. 

Your Vision = Your Someday (future achievements)
Your Misson = your Everyday (what you do each day to achieve the above)

Having a strong mission will help you with…

  1. Purpose Clarity: Your mission statement defines your brand’s purpose. It succinctly answers the question: “What do you do and why does it matter?”
  2. Guidance for Actions: It acts as a daily guide for your team. It helps them make decisions that align with your brand’s objectives and values.
  3. Customer Connection: A well-crafted mission statement resonates with customers. It communicates your brand’s commitment to meeting their needs and expectations.
  4. Cohesion: It builds cohesion within your organisation. When everyone understands and rallies behind a shared mission, it creates a sense of unity and purpose.
  5. Long-Term Vision: While your vision statement looks to the distant future, your mission statement keeps your brand grounded in the present, focusing on how you’ll realise that vision (your “every day” to get to your “someday”).


Creating a Mission Statement that Resonates

A few pointers to help you craft a mission statement that genuinely resonates:

  1. Start with Why: Begin by reflecting on why your brand exists beyond making profits. What meaningful impact do you want to create in the world? Your mission should reflect this purpose. Search “Simon Sinek ‘Why’” – he has great books and videos on this subject and a framework (that we use) to help you find your WHY.
  2. Be Clear and Concise: Keep it clear, concise, and to the point. Avoid jargon or overly complex language. Aim for a statement that anyone can understand.
  3. Customer-Centric: Highlight how your brand benefits your customers. How does your product or service make their lives better? Show your commitment to addressing their needs.
  4. Unique Proposition: Identify what sets your brand apart from competitors. What makes your approach or offerings distinctive? Emphasise this uniqueness.
  5. Action-Oriented: Use action verbs to convey how your brand actively pursues its mission. Make it evident that your brand is taking steps to fulfil its purpose.


Examples of Compelling Mission Statements using the same companies from the vision statement blog (add link) …You can see how the mission statements feed into their vision:

  1. Disney:
    1. Vision Statement: “To make people happy.” 
    2. Mission Statement: Disney’s mission is to entertain, inform, and inspire people around the globe through the power of storytelling, creating joyful experiences that bring happiness to audiences of all ages.
  2. Tesla:
    1. Vision Statement: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.” 
    2. Mission Statement: Tesla’s mission is to accelerate the world’s transition to sustainable energy by producing innovative electric vehicles and renewable energy products that surpass traditional alternatives in functionality, performance, and sustainability.
  3. Nike:
    1. Vision Statement: “To bring inspiration and innovation to every athlete* in the world.” 
    2. Mission Statement: Nike’s mission is to bring inspiration and innovation to athletes and individuals of all abilities worldwide, encouraging an active lifestyle and offering cutting-edge athletic products that enhance performance.
  4. Oxfam:
    1. Vision Statement: “A world without poverty.” 
    2. Mission Statement: Oxfam’s mission is to tackle the root causes of poverty and injustice globally, working alongside partners and communities to provide lasting solutions, improve lives, and create a fairer world for all.


These mission statements capture each brand’s purpose, their commitment to customers, and their unique approaches to achieving their goals.

Your mission statement should be more than words; it’s a pledge to your customers and your team. It’s your brand’s promise and the driving force behind your daily actions. Craft it thoughtfully. 

In our next instalment, we’ll explore the art of defining your brand’s values. In the meantime, download our free guide to branding.

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