Your mission is the everyday extension of your vision. What can you and what will you do today and every day to make your vision a reality?
Check out the following great examples as inspiration:
ADVANCE AUTO PARTS: It is the Mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle-related products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and professional staff will help inspire, educate and problem-solve for our customers.
CVS: We will be the easiest pharmacy retailer for customers to use.
DEVON ENERGY: Devon Energy is a result oriented oil and gas company that builds value for its shareholder through its employees by creating an atmosphere of optimism, teamwork, creativity, resourcefulness and by dealing with everyone in an open and ethical manner.
ERIE INSURANCE: To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.
IKEA: To create a better everyday life for many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
MICROSOFT: To help people around the world realize their full potential.
NATUREAIR: To offer travelers a reliable, innovative and fun airline to travel in Central America.
PATAGONIA: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
STARBUCKS: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.
TARGET: Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less. Brand Promise.
ZAPPOS: To provide the best customer service possible. Deliver “WOW” through service.
Mission statement examples
- 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."
Where does customer loyalty come from?
Think about those brands that you purchase from over and over, even when there are cheaper options out there. 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?
Often, 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.
When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to 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. A mission statement is intended to clarify the 'what' and 'who' of a company, while a vision statement adds the 'why' and 'how' as well. As a company grows, its objectives and goals may change. Therefore, vision statements should be revised as needed to reflect the changing business culture as goals are met.
Check out some of the following company vision and mission statements for yourself -- and get inspired to write one for your brand.
The Difference Between Mission and Vision
Let's start with a bit of a vocabulary lesson. A mission statement declares an organization's purpose, or why it exists. That often includes a general description of the organization, its function, and its objectives.
A mission statement often informs the vision statement, which describes where the company aspires to be in the future. These two statements are often combined to clearly define the organization's reason for existing and outlook for internal and external audiences like employees, partners, board members, consumers, and shareholders.
So, what does a good mission and vision statement look like? Have a look at the examples below.
12 of the Best Vision & Mission Statement Examples From Real Companies
1) Life is Good: "To spread the power of optimism."
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 a ton of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement 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 what the mission means is explained in more detail, with links to programs implemented to support it: its #GrowTheGood initiative 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."
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, letting us know that 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. The sweetlife music festival attracts 20,000 like-minded people every year who come together to listen to music, eat healthy food, and give back to a cause -- the sweetgreen in schools charity partner, FoodCorps.
3) Patagonia: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
Patagonia's mission statement combines both the values that bring them market success (building safe, high-quality products) and the values that contribute to a better world (philanthropic efforts to help the environment). For the people behind the brand, "a love of wild and beautiful places demands participation in the fight to save them." In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of grassroots environmental groups around the world.
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: "We work hard every day to make American Express the world's most respected service brand."
The tweet above is from Simon Sinek, and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to great customer service, which is something it’s famous for.
We especially love the emphasis on teamwork and supporting employees, so that the people inside of the organization can be in the best position to support their customers.
5) Warby Parker: "To offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses."
Speaking of quirky, this "objective" statement from Warby Parker uses words that reflect a young and daring personality: "rebellious," "revolutionary," "socially-conscious." In one sentence, the brand takes us back to the root of why it was founded while also revealing its vision for a better future.
The longer-form version of the mission reads: "We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket," which further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the missions statement's success all comes down to spot-on word choice.