How to Write Your Mission Statement

A brand’s mission is a reason for an organisation’s existence. A mission statement has to combine the organisation’s core values and personality into a concise ‘raison d'être’, or ‘reason for being’. It must feel authentic and honest to the brand and communicate profoundly and directly why you are in business and why customers should notice you.

What is a mission statement?

A mission statement is the brand’s reason for existing in the world it’s raison d’etre.

A mission statement communicates your brand’s purpose and reason for existing. Your brand’s mission statement should build from your core values.

• Concise, engaging and empowering

• Focused on how you’re changing the world and for whom

• Compelling enough to build communities around your business

Make it clear why people should care about your brand.

Dissecting Apple’s Mission

Apple’s mission is ‘to create technology that empowers people and enriches their lives.’

In a conference call with investors in 2009, Tim Cook, then Chief Operating Officer, offered some further insight:

“We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

Let’s dissect this further and we can pull out Apple’s core values.

• Innovation — ‘We are constantly focusing on innovating.’

• Simplicity — ‘We believe in the simple not the complex.’ This is in part, a reference to Dieter Rams Principles of Good Design, from which, Apple take a lot of their timeless design references.

• Critical focus — ‘We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us.’

• Communication — ‘We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.’

• Quality — ‘And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.’

These core values are reflected across key messaging on Apple’s website:

‘…to bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware, software, and internet offerings.’

By looking at Apple’s mission, we can see how one of the world's most successful and valuable brands communicates. Mission statements and core values are intrinsically linked.

Keep your values and mission at heart. Put them at the core of what your brand says and how it speaks. 80% of communication is non-verbal. It is not what you say; it is how you say it. Be consistent with your messaging through every product, service and touchpoint.

“Quality and consistency create an identity.”
— Jony Ive, previously Chief Design Officer at Apple

How to create your mission statement

Let’s dig deeper into how to craft a compelling mission statement that will inspire people to rally around your brand.

Start by reflecting on your core values - the fundamental beliefs that guide your business decisions and define your company culture. These values form the bedrock of your mission.

With your values in mind, ponder this crucial question: Why should customers build a community around your business? In other words, what higher purpose does your company serve that would motivate people to support and engage with your brand passionately?

Consider how your business improves people’s lives or positively impacts society. Consider your unique value and your target audience’s specific needs or aspirations.

For example, if you run an eco-friendly cleaning products company, your mission could be to empower people to create healthier homes and a cleaner planet. You’re not just selling cleaning supplies - you're enabling people to live their values of sustainability and wellness.

Or if you operate an online education platform, your mission might be to make high-quality learning accessible to everyone, everywhere. You're democratising education and helping people reach their full potential.

Spend some time brainstorming and refining your mission statement until it concisely and powerfully communicates your brand’s meaningful role in the world. The goal is to craft a clear, inspiring manifesto that emotionally resonates with your audience.

A great mission statement should almost have a rallying cry feel to it - like a call to join a movement. It articulates your brand's reason for being in a way that motivates people to connect with your cause.

Some other tips:

• Use emotive, action-oriented language

• Keep it simple and memorable

• Make sure it’s authentic to your values

• Infuse it with your brand’s unique personality and voice

Getting your mission right is worth the effort because it provides a North Star for your business - guiding your strategy, uniting your team around a common goal, and attracting loyal customers who share your values. A robust mission gives your brand purpose and meaning beyond just making money.

Five compelling mission statements

Businesses often use a concise, single-line mission and complimenting key messaging to help explain and give credibility to their mission.