“To organize the world’s information and make it universally accessible” – Google
To know the secret to the success of a company check the company mission statement. A company mission statement example or brand statement is a clear, concise statement on why your business exists. A company mission statement summarizes the company’s core values, functions, and objectives.
So how can you write your own succinct brand statement? We reviewed 20 mission statement examples from world-renowned companies. You can use any of the examples as your mission statement template to create your own brand statement.
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Mission vs Vision
Mission perfectly describes the what, who and the why of your organization. The “what” is the purpose of your company towards the public. The “who” states the organization ability while the “why” states the reason why the business exist.
The vision on the other hand describes where the company desire to be after achieving its mission. The mission is the road map to achieving your vision. Quite often, the mission and vision statements are combined into “mission statement”.
Another component in mission vs vision is that they do change as the business grows.
Example of mission vs vision from Procter & Gamble
Mission- “to provide branded products and services of superior quality and value that improves the lives of the world’s consumers, now and for generations to come”
Vision- “to be the best consumer products and services company in the world”
Having address the mission vs vision, let’s consider the examples of mission statements you can utilize as your company mission statement template to write your own brand statement.
20 Mission Statement Examples
#1 American express mission statement
“To become essential to our customers by providing differentiated products and services to help them achieve their aspirations”
This mission statement summarizes the reason American express is the leading multinational financial services corporation. Their strength has always been the cohesion, teamwork and tremendous support for their employees and this show in the “our”.
This statement is one of the best mission statements that reflects a company personality. This is a good mission statement template if your organization has the same personality.
#2 Microsoft mission statement
“To empower every person and every organization on the planet to achieve more”
Very true! Microsoft corp. is popular for Windows OS, Microsoft office, Visual basic etc. We all know how Microsoft products has made us who we are today. Without Microsoft, it probably would have been impossible to connect with you. It indeed empowers every person, organization, and the world to perform better, hence, produce better productivity.
#3 Google mission statement
“To organize the world’s information and make it universally accessible”
If this is not the driving force of Google, we wonder what it will be. Google is arguably the best and most successful company in organizing information and make it accessible worldwide. Besides Google corp. being a popular tech company, it makes the list of our best mission statements because it is accurate, clear and it reflects the value of the company.
#4 Unilever mission statement
“To add vitality to life. We meet every day needs for nutrition, help people feel good, look, good, and get more out of life”
Unilever indicates their core value in their brand statement, which is adding vitality to life. It goes further to emphasize the aspect of life where they add such vitality. In nutrition through food products. To look good through their beauty skin care products. This is one of the purpose statement examples. The statement is purposeful yet concise.
#5 Amazon mission statement
“To be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices”
Best mission statements are not just the single sentence mission statement. However, a mission statement must clearly reflect the business strategy without ambiguity.
Amazon is an e-commerce website where consumers can easily purchase their products. This is obvious in the mission statement. This is one of the mission statement, indifferent from the company’s business strategy. This shows that you derive the mission statement from the business strategy.
#6 Alibaba group mission statement
“Is to make it easy to do business anywhere”
Alibaba group’s is also an e-commerce company, but, of course, different mission statement. It would be interesting to compare both mission statements.
While Amazon focuses on making products accessible to consumers for easy shopping, Alibaba focuses on helping businesses market their products. By making it accessible through their innovative platforms.
Both mission statement describes the e-commerce world, which is creating an online marketing place.
#7 Nike mission statement
“Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”
Why the mission statement is among our 20 mission statements examples. It is catchy, clear, concise and creative.
Nike is one of the top sportswear company. While the customer base of the Nike is obviously the athlete, Nice clearly states that it is actually for everyone as long as you have a body.
Everyone needs inspiration and innovation to thrive and this is what Nike seeks to offer through their products.
# 8 Adidas group mission statement
“To be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle”.
The Adidas group mission is to be the global leader by producing brands on the basis for passion for sports and sporting lifestyle. The sporting lifestyle connotes that, Adidas products are not just for sporting events, but also a product that can match one sense of fashion.
#9 Samsung mission statement
“To devotes its talent and technology to creating superior products and services that contribute to a better global society”
Samsung is one of the best company in the sphere of technology. The emphasis of this mission statement is improving the society.
First, by producing superior products and services that meets customer need also investing in programs that can improve the environment. This includes the e-waste recycling and handling programs.
#10 Facebook mission statement
“To give people the power to build community and bring the world close together”
The Facebook mission statement can be included in the purpose statement examples. It clearly states the purpose of the platform. Also, the manner each user should treat it.
The mission statement describes the intent of the company and the role of the users to make the platform a better place.
#11 GlaxoSmithKline mission statement
“To improve the quality of human life by enabling people to do more, feel, better, live longer”
GlaxoSmithKline is a multinational company, which produces pharmaceutical, vaccines, healthcare and sports supplements products.
There is no better way to improve the human life than though these products. With these products, people can indeed perform better, feel better and enjoy a long life.
#12 McDonalds mission statement
“To be our customer’s favorite place and way to eat and drink”
McDonalds is a fast food company founded as a restaurant. It is arguably the best fast food company in the world.
The restaurant mission statement focuses on the significant of customers in this food chain. It shows that they are not just interested in meeting their customer needs but exceeding it.
# 13 Starbucks mission statement
“To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time”
Starbucks is another remarkable restaurant. They are popular for their coffee. Besides coffee, they also offer fast foods and other drinks.
This restaurant mission statement centers on customers satisfaction at the same time indicates the role of its customers in expanding the company.
#14FedEx mission statement
“To produce superior financial returns for its shareowners by providing high-value added logistics, transportation and related business services through focused operating companies”
FedEx offers delivery, courier and shipping services. The reason this statement is included in the mission statement examples despites its long sentences is that it has a unique approach.
FedEx exists to improve the financial returns of it shareowners. Most mission statements are customer focused but FedEx is owners focused. This shows a mission statement is not necessarily aim at customers. You can also center it on employees or owners. It depends on your business.
#15 Cisco mission statement
“Our mission is to shape the future of the internet by unprecedented value and opportunity for our customers, partners”
Cisco system Inc. is popular for the developing, manufacturing, and selling of network hardware, software and other technological products
This mission statement is the only IT mission statement in the mission statement examples. We like the fact that it is void of technical jargons despite its highly technical field.
The cisco’s mission statement focuses on improving the internet world to create a better internet experience for its consumers.
#16 Coca-Cola company mission statement
“To refresh the world, inspire moments of optimism and happiness. Create value and make a difference in the place that we all live in”
The mission of the leading multinational beverage company goes beyond producing quality products for consumers. But also to create a legacy. While the company is committed to producing healthy drinks, it also invest in various program such as Coca-Cola-foundation to make a difference in the society.
#17 Nestle mission statement
“To be the world’s leading nutrition, health and Wellness Company. Our mission of “Good food, Good life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions from morning to night”
This mission statement reflects Nestle priority for quality customer experience.
The mission statement underscores three important components:
- Improving the health of consumers
- Improve their general well being
- Contribute to the society
#18 Procter & Gamblemission statement
“To provide branded products and services of superior quality and value that improves the lives of the world’s consumers, now and for generations to come”
Vision- to be the best consumer products and services company in the world.
This is a true example of mission vs vision
While the vision is to be the best consumer products and services company in the global market the mission tells us how.
By continually providing superior quality products and services that will improve lives now and for generations to come.
#19 Patagonia mission statement
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”
Patagonia, Inc. is popular for designing outdoor clothing and silent sports gear for surfing, climbing, fly-fishing in America and beyond. Their mission is to produce quality products at the same time respect the environment.
Besides producing great products, they also give back to improve the environment.
#20 Nordstrom mission statement
“To give customers the most compelling shopping experience possible.
Nordstrom is the home of fashion and their customer service stands out as clearly indicated in the company mission statement.
This mission statement is one of the few purpose statement examples. It clearly states the purpose while it exists, which is to make sure customers have a fantastic shopping experience.
How to Write Mission Statement – Five Steps
Consider your target audience: your buyer persona will give you the direction to create your own mission statement.
You will find this in the mission statement examples. For instance, Nordstrom mission statement- to provide an excellent customer experience.
Customer experience is vital in the fashion industry. Fashion is to look glamorous otherwise it is not fashion and you are not meeting customers need.
Define the benefits your business wants to offer: for instance, the Patagonia mission statement, to produce quality products while contributing to the safety of the environment. Yours may not be saving the environment; it could be ensuring premium customer experience.
The passion behind your business: for instance, the drive of GSK is to improve the quality of life. This is the underlying passion and drive for the business. You too can look into your “sincere” reason for the business and add it. More templates for you to follow in the mission statement examples.
What is special about your business: this is important especially in a competitive environment. Identify the unique thing about your business and add it to the mission statement. Get ideas from the examples of mission statements.
Perfect the mission statement: read, review and discuss it. Make sure it is clear and concise. Free of technical jargons. After the perfection, you can put it to work immediately as the framework for your organization.
Mission statement helps an organization to be committed to its vision and purpose. There are four components of mission statement to consider, when writing your own mission statement:
- The value your business wants to offer
- The uniqueness of your business
- The need of your target audience
- The underlying passion for the business
Get ideas to write a good mission statement from the examples of mission statements on this article.