35 Vision & Mission Statements to Inspire Your Buyers

Crafting Compelling Mission Statements: 35 Examples to Inspire You

What drives you to choose one brand over another? Is it the price? Or is it something deeper, intrinsic to the brand itself?

Often, it comes down to a brand’s mission statement — a statement that expresses the core principles and values of the organization. As consumers, we resonate with brands that share our values, that speak to us on a personal level.

If you’re looking to craft a mission statement that resonates with your audience and reflects your brand’s values, look no further. Here are 35 mission statement examples to inspire you on this journey:

Table of Contents

1. What is a Mission Statement?
2. What Makes a Good Mission Statement?
3. The Three Parts of a Mission Statement
4. How to Write a Mission Statement
5. Mission Statement Examples
6. What is a Vision Statement?
7. What Makes a Good Vision Statement?
8. Best Vision Statement Examples
9. Inspire Through Brand Values

What is a Mission Statement?

A mission statement is a simple statement that encapsulates the goals, values, and objectives of an organization. It defines why a business exists, guides decision-making, and communicates the top priorities of the organization to customers, employees, and leadership alike.

What Makes a Good Mission Statement?

A compelling mission statement captures the physical, emotional, and logical elements of an exceptional customer experience. It not only explains the purpose of your brand but also fosters a connection with customers, resonating with their values and beliefs.

The Three Parts of a Mission Statement

A well-crafted mission statement should clearly express what your brand does, how it does it, and why the brand does it. It encapsulates the brand’s purpose, values, and goals, aligning them with the needs and desires of your customers.

How to Write a Mission Statement

Crafting a good mission statement requires clarity, conciseness, and relevance. Follow these steps to write a compelling mission statement for your brand:

1. Explain your company’s product or service offering: Define what your brand does and how it adds value to your target audience.
2. Identify the company’s core values: Define the principles that guide your company’s actions and differentiate it from competitors.
3. Connect your company’s offering with your values: Showcase how your product or service aligns with your core values and serves a higher purpose.
4. Condense these statements into one: Summarize the what, who, and why of your company’s purpose in a concise statement.
5. Refine your mission statement: Ensure your mission statement is clear, concise, and distinctive, reflecting your brand’s essence and values.

Mission Statement Examples

Here are 25 compelling mission statement examples from diverse industries to inspire you in crafting your own unique mission statement:

1. Life Is Good: To spread the power of optimism.
2. sweetgreen: Building healthier communities by connecting people to real food.
3. Patagonia: Patagonia is 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 inspire and impact the world with vision, purpose, and style.
6. InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
7. Honest Tea: To create and promote great-tasting, healthy, organic beverages.
8. IKEA: To offer 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.
9. Nordstrom: Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.
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.

What is a Vision Statement?

A vision statement is an aspirational declaration of what your brand aims to achieve in the future and the impact it seeks to make on the world. It serves as a guide for your brand’s goals and motivates both customers and employees to align with your vision.

Best Vision Statement Examples

Here are 10 inspiring vision statement examples that reflect ambitious goals and transformative aspirations:

1. Alzheimer’s Association: A world without Alzheimer’s and all other dementia.
2. Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education.
3. Creative Commons: Help others realize the full potential of the internet.
4. Chipotle: We believe that food has the power to change the world.
5. Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.
6. LinkedIn: Create economic opportunity for every member of the global workforce.
7. Purely Elizabeth: We believe that food can heal.
8. AllHere: Connecting All Families with the Right Support at the Right Time.
9. Southwest: To be the world’s most loved, most efficient, and most profitable airline.
10. Supergoop!: Change the way the world thinks about sunscreen.

Inspire Through Brand Values

In a world where consumer choices reflect their values and beliefs, a strong mission and vision statement can differentiate your brand and create a meaningful connection with your audience. By showcasing your brand’s values and purpose, you can inspire loyalty and drive positive impact in the world.

Craft a compelling mission statement that resonates with your audience, aligns with your brand values, and sets a clear vision for your company’s future. Let these mission statement examples inspire you to embody the essence of your brand and connect with your customers on a deeper level.

Remember, every time a customer chooses your brand, they’re casting a vote for the kind of world they want to see. Make sure your mission statement reflects the world you aspire to create.

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