A mission statement is a brief and clear declaration that outlines the goals and objectives of a company. It provides clarity on what the company aims to accomplish, who they aim to assist, and the reasons behind their support.

This statement acts as a guiding principle for the organization and effectively communicates its overall mission to stakeholders. It is intended for both internal and external audiences and should generate interest in the organization as it establishes its brand.

When well crafted, a mission statement can provide a roadmap for direction, inspire employees, and ensure that the organization’s actions align with its core values.

A mission statement is composed of three essential elements: stating what your brand does, explaining how it does it, and clarifying why it does it.

The purpose component defines the specific offerings and target audience of the product or service. The values component represents the core principles that the company upholds, such as a commitment to environmental sustainability.

The goals component highlights the benefits that the company delivers to customers and emphasizes why they should choose it over competitors. By integrating these components, a distinctive and impactful mission statement can be crafted.

How to draft Mission Statement

• Identify why your company exists: This involves discovering the impacts your company has on its operations and the benefits it provides to customers and stakeholders. This can also be referred to as identifying the brand goal.
• Identify the principles to guide your company’s functioning: Determine the values that will guide decision-making within the organization.
• Discover your target audience and ensure your goals align with them: Understand who your target audience is and ensure that your goals and objectives are in line with their needs and expectations.
• Keep it concise: From the first step, maintain a clear and concise approach throughout the process of crafting your mission statement.
• Bring all statements together into one sentence: Once you have gone through the previous steps, consolidate all the statements into a single sentence that envelops your company’s mission.
• Avoid jargon and ambiguity: Make sure your mission statement is clear and easily understandable, avoiding the use of jargon or ambiguous language.

21 Examples Of Mission Statements

1. Nestlé Nigeria: To enhance the quality of life and contribute to a healthier future by providing better nourishment to Nigerians.
2. Apple: To bring the best user experience to its customers through its innovative hardware, software, and services.
3. Zenith Bank: To build the Zenith brand into a reputable international financial institution recognized for innovation, superior performance, and creating premium value for all stakeholders.
4. Facebook: To give people the power to build community and bring the world closer together.
5. Microsoft: To empower every person and every organization on the planet to achieve more.
6. Nigerian Breweries: To be the foremost brewing company in Nigeria, producing high-quality brands that delight and nourish our consumers.
7. Amazon: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
8. Southwest Airlines: dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
9. TED: Spread ideas.
10. UNICEF: To promote the rights and well-being of every child in everything we do.
11. Caterpillar: To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.
12. Google: To organize the world’s information and make it universally accessible and useful.
13. MTN Nigeria: To make our customers’ lives a whole lot brighter.
14. Uber: We ignite opportunity by setting the world in motion.
15. Starbucks: To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
16. LinkedIn: The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.
17. Coca-Cola Company: To refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions.
18. Disney: To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling; reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.
19. Tesla: To accelerate the world’s transition to sustainable energy.
20. Nike: To bring inspiration and innovation to every athlete in the world.
21. PayPal: To build the web’s most convenient, secure, cost-effective payment solution.