How to Craft a Mission Statement

Consider the brands you have been purchasing from - those new to you and the brands you've been loyal to for years. You've probably chosen these brands due to the values they have that you resonate with.

A brand's values dictate the reason a consumer chooses one product over another. They answer the question of why a customer should invest in that particular brand. There are three types of values: functional, emotional, and self-expressive.


Functional values are practical reasons for choosing a brand. This might include quality, durability, or affordability. Examples would include:

1. Quality - a brand that focuses on quality is likely to produce a product that is durable and will last longer than its competitors.

2. Affordability - an affordable brand will be more accessible to consumers than a higher-priced brand.

3. Durability - a durable product will last longer than a non-durable one, which is often seen as more valuable.


Emotional values evoke an emotional response from the customer. This could be based on happiness, comfort, or security. Examples would include:

1. Community - a brand that provides emotional security will make the customer feel safe and protected. This might be through providing a sense of community or by assuring customers their needs will be met.

2. Sustainability - a brand with the ability to meet the needs of the present without compromising the ability of future generations to meet their own needs.

3. Family - a comfortable brand will often have a relaxing visual style and products that promote relaxation.


Lastly, self-expressive values reflect how the customer wants to be seen by others. A brand might offer status, sophistication, or fun. Examples would include:

1. Luxury - a status-driven brand that will often be seen as luxurious or high-end. This could be due to the quality of their products, how they're marketed, or who they target as consumers.

2. Exclusivity - a sophisticated brand will typically have a high price tag and be seen as being above the norm. They might focus on offering unique or rare products.

3. Fun - a fun brand is just that - fun! They'll often have an upbeat advertising style and products that reflect this.

All brands have at least one type of value, but not every brands focuses on all three. It's important for companies to know which values are most important to their customers and emphasize those in their marketing and messaging. When done correctly, this creates a unique connection with customers that can be hard to replicate.

These company values should be reflected in the mission statement. This ensures that the company is staying true to their beliefs and goals. When customers can see that a company shares their values, they are more likely to invest in them. A company's mission statement is their reason for being - it is what they stand for and how they plan to achieve their goals. It's important for all companies, no matter their size or stage, to have a mission statement.

While both are important to the company, a mission statement is different from a vision statement. A mission statement is a short, clear statement of the purpose of a company. It should be concise and free of industry jargon. A vision statement focuses on the present and what the company does now, rather than what it plans to do in the future.

Companies need to have a mission statement because it provides direction and focus, which can be especially helpful during times of change or growth. Additionally, a strong mission statement can help attract and retain employees who share the company's values. Finally, a mission statement can serve as a rallying point for customers, partners, and other stakeholders.

To create a mission statement, you'll want to start by thinking about what's important to your company. What values do you stand for? Like those we discussed earlier in this article, once you have a list of values, you can begin to craft a statement that reflects them. The mission statement must be something that everyone in the company can get behind - from the CEO down to the newest employee. When everyone shares the same values and goals, it makes it easier to work together towards achieving them. Here are a few great examples of structuring a mission statement that follows their main brand value.

Mission Statement Examples:
  1. Patagonia: We’re in business to save our home planet.
  2. Warby Parker: To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.
  3. IKEA: To create a better everyday life for the many people.
  4. Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
  5. Invisible Children: To end violence and exploitation facing our world's most isolated and vulnerable communities.
In Conclusion

These are just a few examples of values that could be reflected in a company's mission statement. It's important to remember that the statement should be clear and concise - no more than a few sentences. Once you have your statement, you'll want to make sure it's visible to everyone in the company. This could mean hanging it in the break room or including it in employee newsletters. You might also want to include it on your website or other marketing materials.


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Whittney Twomey

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