27 Mission and Vision Statement Examples That Will Inspire Your Buyers

Take into consideration the manufacturers you buy from again and again. Why do you select to purchase merchandise and or companies from them even when cheaper choices exist?

Effectively, there is a good purpose for it — due to their values that are expressed of their mission assertion. As customers, we wish to patronize companies which have values we imagine in.

Nonetheless, Loyalty doesn’t occur in a single day. Constructing model loyalty, like creating mission and imaginative and prescient statements, takes time. In case you’re in a little bit of a time crunch, use this desk of contents to search out exactly what you’re searching for to encourage the event of your organization’s mission:

As an organization grows, its targets and targets could also be reached, and in flip, they will change. Subsequently, mission statements needs to be revised as wanted to mirror the enterprise’s new tradition as earlier targets are met.

What makes mission assertion?

The very best manufacturers mix bodily, emotional, and logical parts into one distinctive buyer (and worker) expertise that you simply worth as a lot as they do. mission assertion is not going to solely clarify your model’s objective, however can even foster a reference to clients.

When your model creates a real reference to clients and staff, they will keep loyal to your organization, thereby growing your general profitability.

Mission statements additionally allow you to stand out within the market, differentiating your model from the competitors.

What are the three components of a mission assertion?

Your mission assertion ought to clearly categorical what your model does, the way it does it, and why the model does it. You’ll be able to shortly sum this up in your mission assertion by offering the next:

1. Model Function: What does your services or products do, or purpose to offer and for whom?
2. Model Values: What does your organization stand for? For instance, are you environmentally acutely aware and supply a extra sustainable resolution to unravel an issue? Values are what make your organization distinctive.
3. Model Objectives: What does your organization accomplish for patrons? Why ought to they buy from you rather than different opponents?

With these three parts, you possibly can create a mission that’s distinctive to your model and resonates with potential clients. Subsequent, we’ll information you step-by-step the right way to write a correct mission assertion to construct off of as your organization evolves.

1. Clarify your organization’s services or products providing.

You need prospects to grasp what your organization does in a literal sense. This implies explaining your providing in fundamental, clear phrases. Your clarification ought to reply essentially the most fundamental questions like:

• Are you promoting a services or products?
• Why would clients purchase it?
• How does your providing remedy for the shopper?

Document your solutions and deal with how your services or products brings worth to your buyer personas, otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random, you most likely were motivated by a set of core values.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART, for example:

• Humble
• Empathetic
• Adaptable
• Remarkable
• Transparent

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values is centered on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who and why of your company:

• What: The company offering
• Who: Who you’re selling to
• Why: The core values you do it for

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and demonstrate the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendation.

Vision Statement

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long-haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

1. Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
2. Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
3. General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it in terms of an umbrella for your mission statement and company objectives to nest under.

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.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services. Thus, a mission statement is a roadmap for the company’s vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it provides, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission and vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Best Mission Statement Examples

1. Life is Good: To spread the power of optimism.
2. Sweetgreen: To inspire healthier communities by connecting people to real food.
3. Patagonia: We’re in business to save our home planet.
4. American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
5. Warby Parker: To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.
6. InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
7. Honest Tea: To create and promote great-tasting, healthy, organic beverages.
8. IKEA: To create a better everyday life for the many people.
9. Nordstrom: To give customers the most compelling shopping experience possible.
10. 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.
11. 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.
12. JetBlue: To inspire humanity – both in the air and on the ground.
13. Workday: To put people at the center of enterprise software.
14. Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
15. Tesla: To accelerate the world’s transition to sustainable energy.
16. Invisible Children: To end violence and exploitation facing our world’s most isolated and vulnerable communities.
17. TED: Spread Ideas

1. Life Is Good: To spread the power of optimism.

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The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like “Seas The Day” and “Forecast: Mostly Sunny,” it’s hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good’s mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you’re not familiar with the company’s public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Kids Foundation page. We really like how lofty yet specific this mission statement is — it’s a hard-to-balance combination.

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

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Notice that sweetgreen’s mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we’re the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen’s website and walls of its food shops: The team has made strides in the communities where it’s opened stores as well. Primarily, it provides education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia: We’re in business to save our home planet.

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Patagonia’s mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

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Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek, and it is one which we repeat right here at HubSpot on a regular basis. American Specific units itself other than different bank card firms in its record of values, with an ode to wonderful customer support, which is one thing it’s well-known for.

We particularly love the emphasis on teamwork and supporting staff in order that the individuals contained in the group may be in one of the best place to help their clients.

5. Warby Parker: To supply designer eyewear at a revolutionary value, whereas main the best way for socially acutely aware companies.

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This “goal” assertion from Warby Parker makes use of phrases that mirror a younger and daring persona: “rebellious,” “revolutionary,” “socially-conscious.” In a single sentence, the model takes us again to the basis of why it was based whereas additionally revealing its imaginative and prescient for a greater future.

The longer-form model of the mission reads: “We imagine that purchasing glasses needs to be straightforward and enjoyable. It ought to depart you content and handsome, with cash in your pocket,” which additional exhibits how Warby Parker would not maintain again on letting its distinctive persona shine by means of. Right here, the mission assertion’s success all comes all the way down to spot-on phrase selection.

6. InvisionApp: Query Assumptions. Suppose Deeply. Iterate as a Life-style. Particulars, Particulars. Design is All over the place. Integrity.

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Nowadays, it could possibly appear to be each B2B firm web page seems the identical — however InvisionApp has one of many cooler firm pages I’ve seen. Scroll all the way down to “Our Core Values,” and hover over any of the icons, and you will find a short-but-sweet piece of the general firm mission below every one.

We love the best way the statements are laid out below every icon. Every description is transient, genuine, and enterprise babble-free — which makes the parents at InvisionApp appear reliable and real.

7. Sincere Tea: To create and promote great-tasting, wholesome, natural drinks.

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Sincere Tea’s mission assertion begins with a easy punch line connoting its tea is actual, pure, and subsequently not filled with synthetic chemical substances. The model is talking to an viewers that is uninterested in discovering substances in its tea that may’t be pronounced and has been looking for a tea that is precisely what it says it’s.

Not solely does Sincere Tea have a punny identify, but it surely additionally facilities its mission across the identify. For a while, the corporate even revealed a Mission Report annually in an effort to be “clear about our enterprise practices and reside as much as our mission to hunt to create and promote great-tasting, more healthy, natural drinks.”

8. IKEA: To supply a variety of well-designed, practical dwelling furnishing merchandise at costs so low that as many individuals as attainable will be capable to afford them

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The parents at IKEA dream huge. The vision-based mission assertion may have been certainly one of lovely, reasonably priced furnishings, however as a substitute, it is to make on a regular basis life higher for its clients. It is a partnership: IKEA finds offers everywhere in the world and buys in bulk, then we select the furnishings and decide it up at a self-service warehouse.

“Our enterprise thought helps this imaginative and prescient … so [that] as many individuals as attainable will be capable to afford them,” the model states.

Utilizing phrases like “as many individuals as attainable” makes an enormous firm like IKEA rather more accessible and interesting to clients.

9. Nordstrom: To present clients essentially the most compelling procuring expertise attainable.

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On the subject of buyer dedication, not many firms are as hyper-focused as Nordstrom is. Though clothes choice, high quality, and worth all have a spot within the firm’s mission assertion, it’s crystal clear that it’s all in regards to the buyer: “Nordstrom works relentlessly to present clients essentially the most compelling procuring expertise attainable.”

In case you’ve ever shopped at a Nordstrom, you will know the model will uphold the excessive customary for customer support talked about in its mission assertion, as associates are at all times roaming the gross sales flooring, asking clients whether or not they’ve been helped, and doing every little thing they’ll to make the procuring expertise a memorable one.

10. Cradles to Crayons: Supplies kids from delivery by means of age 12, dwelling in homeless or low-income conditions, with the important objects they should thrive – at dwelling, in school, and at play.

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Cradles to Crayons divided its mission and mannequin into three sections that learn like a sport plan: The Want, The Mission, and The Mannequin. The “rule of three” is a strong rhetorical gadget referred to as a tricolon that is normally utilized in speechwriting to assist make an thought extra memorable. A tricolon is a collection of three parallel parts of roughly the identical size — suppose “I got here; I noticed; I conquered.”

11. Common Well being Providers, Inc.: To offer superior high quality healthcare companies that: PATIENTS advocate to household and pals, PHYSICIANS choose for his or her sufferers, PURCHASERS choose for his or her shoppers, EMPLOYEES are happy with, and INVESTORS search for long-term returns.

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An organization thrives when it pleases its clients, its staff, its companions, and its traders — and Common Well being Providers endeavors to do exactly that, based on its mission assertion. As a well being care service, it particularly strives to please its sufferers, physicians, purchasers, staff, and traders. We love the emphasis on every aspect of the group by capitalizing the font and making it crimson for simple skimming.

12. JetBlue: To encourage humanity – each within the air and on the bottom.

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JetBlue’s dedicated to its founding mission by means of lovable advertising and marketing, charitable partnerships, and influential packages — and we love the approachable language used to explain these endeavors. For instance, the model writes the way it “set out in 2000 to deliver humanity again to the skies.”

For these of us who wish to be taught extra about any of its particular efforts, JetBlue’s offered particulars on the Soar With Studying program, its partnership with KaBOOM!, the JetBlue Basis, environmental and social reporting, and so forth. It breaks down all these initiatives rather well with huge headers, bullet factors, footage, and hyperlinks to different internet pages guests can click on to be taught extra. JetBlue additionally encourages guests to volunteer or donate their TrueBlue factors.

13. Workday: We purpose for innovation not solely in our growth group but additionally in the best way we strategy each facet of our enterprise.

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Workday, a human sources (HR) activity automation service, would not use its mission assertion to focus on the options of its product or the way it intends to assist HR professionals enhance in such-and-such a approach.

As an alternative, the enterprise takes a stance on the state of enterprise software program typically: There’s plenty of nice tech on the market. However at Workday, it revolves across the individuals. We love how assured but variety this mission assertion is. It observes the state of its business — which Workday believes lacks a human contact — and builds firm values round it.

14. Prezi: To reinvent how individuals share information, inform tales, and encourage their audiences to behave.

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If you understand Prezi, you know the way partaking it could possibly make your subsequent enterprise presentation look. In line with its mission assertion, the corporate’s intelligent slide animations and three-dimensional expertise aren’t simply superficial product options. With each resolution Prezi makes, it is all in regards to the story you inform and the viewers that story impacts.

15. Tesla: To speed up the world’s transition to sustainable power.

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A automobile firm’s punny use of the phrase “speed up” is only one purpose this mission assertion stands proud. Nonetheless, Tesla makes this record due to how its mission assertion describes the business.

It could be a automobile firm, however Tesla’s major curiosity is not simply vehicles — it is selling sustainable power. And, sustainable power nonetheless has a “lengthy highway” forward of it (pun supposed) — therefore the world’s “transition” into this market.

Finally, a mission assertion that may admit to the business’s immaturity is strictly what will get clients to root for it — and Tesla does that properly.

16. Invisible Kids: To finish violence and exploitation going through our world’s most remoted and susceptible communities.

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Invisible Kids is a non-profit that raises consciousness across the violence affecting communities throughout Central Africa, and the corporate takes fairly a assured tone in its mission.

Probably the most precious high quality of this mission assertion is that it has an finish purpose. Many firms’ visions and missions are deliberately left open-ended in order that the enterprise may at all times be wanted by the neighborhood. Invisible Kids, then again, desires to “finish” the violence going through African households. It is an admirable mission that every one companies — not simply nonprofits — can be taught from when motivating clients.

17. TED: Unfold concepts.

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We have all seen TED Talks on-line earlier than. Effectively, the corporate occurs to have one of the concise mission statements on the market.

TED, which stands for “Expertise Schooling and Design,” has a two-word mission assertion that shines by means of in each Speak you have seen the corporate publish on the web. That mission assertion: “Unfold concepts.” Generally, the easiest way to get an viewers to recollect you is to zoom out so far as what you are promoting’s imaginative and prescient can go. What do you actually care about? TED has recorded a few of the most well-known displays globally, however within the grand scheme of issues, all it desires is to unfold concepts round to its viewers.

Now that we’ve gone over profitable mission statements, what does imaginative and prescient assertion appear to be? Take a look at a few of the following firm imaginative and prescient statements — and get impressed to jot down one on your model.

1. Alzheimer’s Association: A world without Alzheimer’s disease.

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The Alzheimer’s Association conducts global research and provides quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this currently incurable disease. With the work that it’s doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

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

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Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons: Realizing 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.

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This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Microsoft: We strive to create local opportunity, growth, and impact in every country around the world.

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Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its vision statement reflects that. Through its product offering and pricing, it can provide technology to anyone who needs it.

5. Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.

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This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn: Create economic opportunity for every member of the global workforce.

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LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to provide employees of every level a chance to get the job they need.

7. Disney: To be one of the world’s leading producers and providers of entertainment and information.

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Disney’s vision statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional vision statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

8. Meta: Give people the power to build community and bring the world closer together.

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Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

9. Southwest: To be the world’s most loved, most efficient, and most profitable airline.

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Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Dunkin’: To be always the desired place for great coffee beverages and delicious complementary doughnuts & bakery products to enjoy with family and friends.

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Notice the interesting use of the word “complementary” in this vision statement. No, the chain isn’t envisioning giving out freebies in the future. Its vision goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor’s note: This post was originally published in August 2014 and has been updated for comprehensiveness.