Corporate Mission Statement

Tips and Examples
Reading time: 5 minutes

Your Corporate mission statement – tips and examples

This thing with a mission that big companies take into account can only come from expensive marketing agencies or esoterics, you think?

Well, you thought wrong – only when people know why they do what they do they have a basis and the motivation to achieve great things. This applies to your team internally, but also communicates the value you and your company, no matter how small it is, stand for towards your customers. During the COVID-19 pandemic, 82% of German consumers wanted brands to function as moral guides, something they could trust. Companies gain this trust through a corresponding mission statement, their vision and a positioning that goes along with both.

What is a mission statement anyway?

A mission statement is a short paragraph that defines the existence of a company. A mission statement sums up why a company exists, not how it exists. It’s not a business plan that explains how the company makes its profit.

Why do companies need a mission statement?

A well-formulated mission statement is of central importance for both, your employees and your target group. For your customers, this mission sets your company apart from those of your competitors. At the same time, it is also part of the overall picture of your brand and can influence the general public perception of your business.

Difference between vision and mission

Perhaps the importance of a mission statement for you and your company will become clear to you when we explain the difference between vision and mission:

The mission defines and shows your employees, customers and potential customers why your company exists, what it stands for and goes far beyond making money. Ask yourself what drives you?

The vision describes the long-term goal that you want to achieve and is in the future. It serves as orientation and motivation for you and your employees.

How do you formulate your mission statement?

You don’t have to formulate your mission statement in one short sentence, but you can also go into more detail:

Ask yourself the following questions:

  • What does your company offer your customers (why do you even exist)?
  • Who does your business serve (who is your target audience)?
  • What makes your company stand out (what makes you different from the competition)?

With these answers you will have single pieces that you can combine into a strong statement.

This does not have to happen overnight but can also be a process. Over time you might reconsider a corporate mission statement that you already formulated.

Include your team in the formulation at any time and also get feedback from your customers, e.g., via a text message to test whether the mission statement is perceived the way you want it to.

5 examples of a mission statement

Finding a convincing phrasing is not easy and a real challenge for many companies. Some brands have managed to write unique statements that are both, memorable for customers and inspiring for employees.

What do they have in common? All mission statements are understandable, evoke emotions and still leave room for interpretation.

1. “To organize the world’s information and make it universally accessible and useful.”

Google masters the wording of the mission by summing up in a few words what the company stands for: “To organize the world’s information and make it universally accessible and usable”. Part of the company’s success is certainly because Google has remained true to its mission statement since the very beginning.

(picture source: https://de.m.wikipedia.org/wiki/Datei:Google_%22G%22_Logo.svg)

2. “To accelerate the world’s transition to sustainable energy. “

Tesla stands for one mission: “To accelerate the transition to sustainable energy”. This statement is short and makes it unmistakably clear what Tesla stands for as a company: The future and renewable energies.

(picture source: https://de.wikipedia.org/wiki/Datei:Tesla_Motors.svg)

3. “To connect the world’s professionals to make them more productive and successful.”

LinkedIn expresses meaningfully and concretely who is at the center of the company’s mission: Not the platform itself, but primarily the users by “connecting professionals from all over the world to make them more productive and successful”.

(picture source: https://blog.waalaxy.com/de/linkedin-logo-geschichte-dl/)

4. “To give people the power to share and make the world more open and connected.”

Facebook / Meta had to adapt and redefine its mission statement several times over the years in the dynamic landscape of social networking. Currently, the mission statement focuses on the influential role that the company has on society. “Giving people the power to build communities and bring the world closer together.”

(picture source: https://1000marken.net/facebook-logo/)

5. “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

Nike defines its mission as “bringing inspiration and innovation to every athlete in the world”. In the eyes of Nike, everyone is an athlete. Not only does the brand shape sports like no other. The mission statement of the sports brand refers in particular to the goal of helping athletes to achieve their best possible performance. The mission statement further stands for diversity and inclusion.

(picture source: https://logosmarken.com/nike-logo/)

As you can see, the wording can be very simple once you have thought about what you, your brand or your company stand for. Nothing is set in stone either. The world is constantly changing, and your company is likely to change with it. Thus, your mission and vision are also subject to development. So, check again and again whether both still correspond to the present and whether your once formulated view of the future is still worth striving for.

Of course, we have a mission as well: Our mission is to create a customer interaction platform that allows local businesses to connect, interact and engage with today’s customers.

If you need support to communicate your mission to your customers easily, without shouting it into a megaphone in front of your store or handing out flyers, or to remind them of your shop and to bind them to you in the long term through clearly defined values, we are here to help. Feel free to contact us directly at hallo@mpocket.io or visit our website.

*For reasons of better legibility only the simultaneous use of male and female language forms is not used. All personal names apply to both genders.

Jasmin Janson

Marketing & Communication Manager mPocket

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