Writing a Strong Mission Statement To Inspire Customers [Guide + Examples]

Writing a Strong Mission Statement To Inspire Customers [Guide + Examples]

Group of co-founders sitting around a table brainstorming their company's mission statement

Have you ever wondered why people gravitate towards certain brands over others?

It often comes down to shared values. As consumers, we tend to support businesses that align with our beliefs and principles. This connection, fostered by a clear mission statement, is key to building lasting brand loyalty.

Your mission statement acts as a compass, fostering clarity for:

  • Customers. They gain a clear understanding of your brand’s purpose and what sets you apart.
  • Employees. They feel empowered and aligned with the company’s direction and values.
  • Leadership. They can confidently make strategic decisions that resonate with the mission.

What makes a good mission statement?

A compelling mission statement combines the tangible, emotional, and rational aspects of your brand, offering a holistic experience that resonates deeply with customers and employees.

A robust mission statement rests on three pillars:

  1. Brand purpose. Clearly articulate what your product or service aims to deliver. Who is it for, and what unique need does it fulfill?
  2. Brand values. These are the principles your company stands by. Are you championing sustainability, innovation, or perhaps community involvement? Your values are the fingerprint of your brand.
  3. Brand goals. This outlines the impact your company seeks to have on your customers’ lives. Why should they choose you over competitors?

By incorporating these three pillars, you can craft a mission statement that resonates with your target audience and sets the stage for long-term success.

Questions to ask when writing your mission statement

Here are useful questions that can guide small business owners, entrepreneurs, and marketers in creating a meaningful and impactful mission statement:

  1. What is our business’s core purpose? Dig deep to understand why your business exists beyond making a profit.
  2. What problem does our business solve? Identify the specific problems or needs your business addresses for its customers.
  3. Who are our customers? Clearly define who you serve to ensure your mission resonates with the right audience.
  4. How do we solve this problem differently or better than our competitors? Consider what sets your approach or solution apart from others in the market.
  5. What values are non-negotiable in the way we do business? Pinpoint the core values that guide your business practices and decision-making.
  6. What impact do we want to have on our community/society? Think about the broader social, environmental, or economic contributions your business aims to make.
  7. How do we want our customers to feel when interacting with our brand? Reflect on the emotional experience you want to create for your customers.
  8. What are our long-term goals? Look beyond immediate objectives to envision where you want your business to be in the future.
  9. How does our business improve the lives of our customers? Identify the tangible benefits your customers gain from your product or service.
  10. What makes our team passionate about our work? Understand the motivations and passions that drive you and your team to excel.
  11. What does success look like for our business? Define what achieving your mission would look like in practical terms.
  12. How can we articulate our mission in a concise and memorable way? Work on distilling your mission into a clear, compelling statement that’s easy to remember.
  13. Does our mission statement reflect the business we want to be in the future? Ensure your mission is forward-looking and aligns with your long-term vision.
  14. How will we measure our progress toward fulfilling our mission? Consider what metrics or indicators will show you’re on the right path.
  15. How does our mission statement guide our business decisions and strategies? Reflect on how your mission can serve as a compass for strategic planning.
  16. Is our mission statement inspiring to our team, customers, and stakeholders? Evaluate whether your mission statement has the power to motivate and engage.
  17. How does our mission statement align with current market trends and customer needs? Ensure your mission is relevant to the context in which your business operates.
  18. How will our business adapt if our customers’ needs or market conditions change? Think about the flexibility of your mission to accommodate growth and change.
  19. What legacy do we want to leave through our business? Consider the long-term impact and the mark you want your business to make.
  20. How will we communicate our mission to our audience? Plan strategies for effectively sharing your mission with your customers and the wider community.

Step-by-step guide to writing your mission statement

1. Explain your company’s offering

Imagine you’re explaining your business to someone at a party. Briefly and clearly state:

  • What you do. Are you selling a physical product like handcrafted furniture, a software solution like project management tools, or a service like pet grooming?
  • Who you serve. Who is your ideal customer? Busy professionals, eco-conscious families, or pet owners seeking a pampering experience?
  • Why it matters. How does your offering solve problems, improve lives, or enhance experiences?

For example, if you’re a furniture manufacturer, you might say: “We design and manufacture eco-friendly furniture (what) for design-conscious homeowners (who), crafted with sustainable materials to create beautiful living spaces that are kind to the planet (why).

A SaaS platform can say: “Our SaaS platform streamlines project management (what) for remote teams (who), enhancing collaboration and productivity (why) across global projects.”

If you run a bakery, you might say: “Our bakery (what) offers freshly baked treats (what) to local communities (who), using high-quality ingredients and traditional recipes to spread joy and connect people through delicious food (why).

Essential Branding Toolkit for Entrepreneurs

Build a stronger brand with our free guides. Get actionable insights to define your brand’s unique voice, understand your market, and stand out to customers. The guides are concise, actionable, practical, and tailored for the busy entrepreneur.

  • The Ultimate Branding Checklist
  • Crafting Your Unique Value Proposition
  • Build Your Brand Pillars Worksheet
  • Market Research Kit

Essential Branding Toolkit for Entrepreneurs

Build a stronger brand with our free guides. Get actionable insights to define your brand’s unique voice, understand your market, and stand out to customers. The guides are concise, actionable, practical, and tailored for the busy entrepreneur.

  • The Ultimate Branding Checklist
  • Crafting Your Unique Value Proposition
  • Build Your Brand Pillars Worksheet
  • Market Research Kit

Essential Branding Toolkit for Entrepreneurs

Build a stronger brand with our free guides. Get actionable insights to define your brand’s unique voice, understand your market, and stand out to customers. The guides are concise, actionable, practical, and tailored for the busy entrepreneur.

  • The Ultimate Branding Checklist
  • Crafting Your Unique Value Proposition
  • Build Your Brand Pillars Worksheet
  • Market Research Kit

2. Identify your core values

Go beyond the “what” and delve into the “why.” What principles guide your company’s decisions and actions? Here are some core value examples:

  • Sustainability. Protecting the environment and minimizing your carbon footprint.
  • Innovation. Continuously pushing boundaries and seeking creative solutions.
  • Community. Building strong relationships and supporting local businesses.
  • Quality. Offering products and services that are exceptional and reliable.

For example, if you run an online business selling products made from recycled materials, you might say: “Our core values are sustainability, innovation, and community (values). We use recycled materials and eco-friendly practices (how they’re embodied) and partner with local reforestation projects (how they’re embodied) to minimize our environmental impact and support our community.”

If you run a bakery, you might say: “We believe in quality, community, and tradition (values). We use only the finest ingredients and time-honored recipes (how they’re embodied) to create delicious baked goods (how they’re embodied) and foster connections within our community through local events and partnerships.”

3. Connect your offering to your values

How do your values shape your products or services? Explain how your offering embodies those values.

Sticking with our example for a business that makes furniture, you could say: “Our commitment to sustainability (value) means using recycled materials and ethically sourced wood (how it’s embodied) to create furniture (offering) that minimizes environmental impact.”

A bakery could say: “Our dedication to quality (value) means using only the freshest ingredients and traditional baking methods (how it’s embodied) to craft delicious treats (offering) that our community can trust and enjoy.”

4. Condense your statements

Combine your answers from steps 1-3 into a concise statement that captures your company’s essence. Remember to include the “what,” “who,” and “why” elements.

The furniture startup can say: “We empower design-conscious homeowners to create beautiful, sustainable living spaces through eco-friendly furniture crafted with care. (What, Who, Why)”

The bakery can say: “We bake joy into every treat, using fresh ingredients and traditional recipes to connect our community through deliciousness. (What, Who, Why)”

5. Refine and polish

Consider the following:

  • Clarity. Is your statement easy for someone outside your industry to understand?
  • Conciseness. Can you express the same message in fewer words?
  • Uniqueness. Does your statement stand out from those of your competitors?

Get feedback from colleagues, advisors, or even potential customers to refine your statement and ensure it resonates with your target audience. And be sure to read the mission statements of companies you admire and see how they communicate their purpose.

Understanding vision statements

What makes a good vision statement?

  1. Bold and ambitious. Don’t shy away from setting audacious goals. Your vision statement should ignite excitement and spark imagination about the future. For example, Tesla’s vision statement is: “To be the world’s leading provider of sustainable energy solutions, creating a cleaner and brighter future for generations to come.”
  2. Practical and achievable. While aiming high is essential, ensure your vision remains grounded in reality. Strive for a balance between ambition and practicality. For example, a local credit union’s mission statement is: “To become the most trusted and respected financial institution in the community, empowering individuals and families to achieve their financial goals.”
  3. General and inclusive. Keep your vision statement broad enough to encompass your company’s overall aspirations. It should serve as an umbrella that incorporates your mission and specific objectives. For example, an educational non-profit’s vision statement is “To create a world where everyone has access to high-quality education and the opportunity to reach their full potential.”

Here are two examples:

  • A tech startup’s vision statement could be: “To revolutionize the way people interact with technology, making digital accessibility a universal standard for communities worldwide.”
  • An eco-friendly apparel brand’s vision statement could be: “To lead the fashion industry towards sustainability, where eco-conscious apparel is not an option but the norm, inspiring a global movement towards environmental stewardship.”

Combining mission and vision statements:

Sometimes, companies choose to combine their mission and vision statements into one comprehensive statement. This clarifies both the “why” and the “where” of the organization, fostering a deeper understanding of its purpose and aspirations for internal and external audiences.

Understanding the difference between mission statements and vision statements

Your mission statement focuses on the present. It clarifies what your company does, who you serve, and why you do it.

Your vision statement looks to the future. It describes where you want to be and the positive impact you aspire to create.

Think of your mission statement as the roadmap that guides you to your destination. Your vision statement, then, is the destination itself – the ultimate goal you strive to reach.

For example, a restaurant chain can have the following mission and vision statements:

  • Mission statement: “To provide exceptional customer service and build lifelong relationships, offering delicious and healthy fast food options.”
  • Vision statement: “To become the top choice for health-conscious individuals and families seeking convenient, delicious, and sustainable fast food options.”

These statements work together to paint a clear picture of the company’s present purpose and future aspirations, highlighting not only what they do but also what it hopes to achieve in the long run.

Five good mission statement examples

1. Life Is Good. “To spread the power of optimism.”

Life Is Good transcends the typical boundaries of the apparel industry by championing a cause that’s both universal and deeply personal: optimism. This mission resonates because it connects with a fundamental human desire for positivity and resilience.

Insight: Consider what universal values or causes your brand can authentically support or embody. This shouldn’t be a marketing afterthought but a core aspect of your business model. Whether through product design, community engagement, or storytelling, every element of your brand should reinforce this mission. This approach not only differentiates your brand but also builds a deeper connection with your customers, transforming them into a community of brand advocates.

2. Warby Parker. “To inspire and impact the world with vision, purpose, and style.”

Warby Parker elevates the concept of selling eyewear into a mission of inspiring and impacting the world. This broader vision includes their commitment to affordability and social entrepreneurship, such as their “Buy a Pair, Give a Pair” program.

Insight: Identify ways your business can contribute to societal improvement beyond the direct benefits of your products or services. This might involve integrating a social good component into your business model, such as donating a portion of profits to a relevant cause or implementing sustainable practices. Demonstrating how your business positively impacts can inspire your customers and differentiate your brand in a crowded marketplace.

3. Patagonia. “Build the best product, cause no unnecessary harm, use business to protect nature, not bound by convention.”

Patagonia’s mission statement reflects a deep commitment to environmental sustainability and ethical business practices. This commitment influences every aspect of their operations, from product design to supply chain management.

Insight: Make your company values a cornerstone of your business operations. This might mean adopting sustainable materials, ensuring fair labor practices, or engaging in environmental advocacy. Communicate these values clearly and consistently to your customers, and let them see the tangible ways your business lives up to its mission. This transparency and integrity can foster trust and loyalty among your customer base.

4. Sweetgreen. “Building healthier communities by connecting people to real food.”

Sweetgreen’s mission goes beyond just selling food; it fosters healthier communities through better food choices. This involves a commitment to sustainability, sourcing locally, and educating the public about nutrition.

Insight: Look for ways to integrate community engagement and education into your business model. Hosting events, workshops, or partnerships with local organizations can deepen your brand’s connection to its mission and to the communities it serves. By aligning your operations with your mission, you create a brand experience that’s authentic and meaningful.

5. American Express. “Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”

American Express positions itself as indispensable to its customers by focusing on providing exceptional value and service. This means understanding and anticipating customer needs and aspirations and then delivering solutions that exceed expectations.

Insight: Invest in understanding your customers deeply through research, feedback, and engagement. Use this understanding to innovate and tailor your offerings to meet their evolving needs. Exceptional customer service, personalized experiences, and a commitment to quality can make your brand essential to your customers. Building long-term relationships based on trust and value can turn customers into loyal advocates for your brand.


Remember that crafting your vision and mission statements is more than an exercise in branding. It’s an opportunity to articulate the heart and soul of your business and to declare your commitment to making a positive impact on your customers’ lives and the world. These statements are your chance to tell your brand’s story in a way that resonates and lays the foundation for lasting success and impact.