[Excerpts from an article written by Lindsay Kolowich] Think about those brands you purchase from over and over, even when there are cheaper options out there. Why do you choose the ones you choose? Do you usually fly on a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions? Well, there's a good reason for it.The reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. Nowhere are those values more visible than in the company's mission statement. When you successfully create a connection with your customers and employees, many of them might stay loyal to you for life. This helps you increase your overall profitability while building a solid foundation of brand promoters.But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.That's where company vision and mission statements come in.


Let's start with a bit of a vocabulary lesson to differentiate between these two types of company statements.


A vision statement describes where the company aspires to be upon achieving its mission. This statement reveals the "where" of a business -- but not just where the company seeks to be. Rather, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services.Below are some vision statements from well-known companies to give you a sense of how a vision represents a brand.

Alzheimer's Association: A world without Alzheimer's disease.

Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education.

Creative Commons: Realising the full potential of the internet -- universal access to research and education, full participation in culture -- to drive a new era of development, growth, and productivity.

Microsoft (at its founding): A computer on every desk and in every home.Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.


If the above examples are vision statements, what's a mission statement? A mission statement is, in some ways, an action-oriented vision statement, declaring the purpose an organization serves to its audience. That often includes a general description of the organization, its function, and its objectives. Ultimately, a mission statement is intended to clarify the "what," the "who," and the "why" of a company. It's the roadmap for the company's vision statement.As a company grows, its objectives and goals may be reached, and in turn they'll change. Therefore, mission and vision statements should be revised as needed to reflect the business's new culture as previous goals are met.Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences -- like employees, partners, board members, consumers, and shareholders.With that in mind, what does a good mission statement look like? Check out some of the following company mission statements for yourself -- and get inspired to write one for your brand.


Life is Good: To spread the power of optimism.

sweetgreen: To inspire healthier communities by connecting people to real food.

Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

American Express: We work hard every day to make American Express the world's most respected service brand.

Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.

Honest Tea: To create and promote great-tasting, healthy, organic beverages.

IKEA: To create a better everyday life for the many people.

Nordstrom: To give customers the most compelling shopping experience possible.

Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school and at play.

Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

JetBlue: To inspire humanity – both in the air and on the ground.Workday: To put people at the center of enterprise software.

Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.

Tesla: To accelerate the world's transition to sustainable energy.

Invisible Children: To end violence and exploitation facing our world's most isolated and vulnerable communities.

TED: Spread ideas.

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