Your mission statement is a key element of a successful brand – whether personal or business. If you’ve ever seen the 90s Tom Cruise film, Jerry Maguire, you’ll know that a mission statement can have a profound impact on your life. The following read is a deep-dive that will enter the why, what, how of mission statements.

What is a Mission Statement?

To put it simply, a mission statement is your compass and purpose. If you remove the word statement, then you are left with the question of mission – what is your business’ mission.

For startups this is even more important, especially when building a brand. For the purposes of this reading, we will summarize it as a fully-encompassing understanding of who you are, what you do, and why you do it – including generics like your logo and colors, and deeper into concepts like how you make people feel and why. It is your product, your service, and your process.

Why a Mission Statement is Crucial

A mission gives your brand a direction. Without a clear mission you are navigating without a compass and you can’t get somewhere if you don’t know where you’re going. Once you have a clear mission – your methods, your product, your offering change and give you a big-picture purpose.

Consider the framework below, where the mission statement stands as the center of everything, managing both upwards and downwards.

How long does it take to create a mission statement

The creation process for a mission is unique for everyone. Some companies can spend weeks and months brainstorming a cohesive statement, and often spend tens of thousands on external consultant to guide them through the process.

Others, can do so in an hour. The biggest factors for this are clarity of vision and the size of your venture. Larger companies must deal with skeletons in the closet, burueacracy, and the understanding that even the smallest changes in purpose can result in massive shifts within the company, externally and internally, often resulting in millions of lost or gained revenue.

For startups, it is completely different. New ventures need a cohesive statement in order to understand what they are building, why they’re building it, and how it differs from the competition. For new ventures, it should not take more than a few days to create a mission statement. Remember, this is not final – read on to learn about pivots and changes.

Examples of great mission statements

Still not sure what we’re talking about. Here are some examples of powerful mission statements from some of the world’s most successful businesses:

To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.) – Nike

To organize the world’s information and make it universally accessible and useful. – Google

Spread ideas. – TED

To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. – Amazon

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. – Patagonia

Belong anywhere. – AirBnb

To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. – Warby Parker

These statements are clear, concise, and memorable. They also communicate the company’s purpose and brand values in a powerful and inspiring way.

How to create a mission statement?

Creating your mission involves thinking deeply about your organization’s purpose, values, and goals. Here are some steps to guide you through the process:

Pivots, Change & Mission Statements

Startups and new businesses are creatures of many disguises. What starts as a clothing company, may morph into a tech company and back three times over. With each pivot, your mission and vision may need adjusting. Your mission statement, like your business plan, should be a living document that evolves as your organization grows and changes. Regularly review and update your work to ensure that it remains relevant and meaningful.

Sharing your mission statement with your users

Once you’ve successfully created your mission statement, it is advisable to share this with as many mentors, friends and coworkers as possible to gauge its strength.

Externally, your mission statement should be the ‘why’ to your customers and clients. It should help make up their minds and get a glimpse into the working of your venture and help them better understand your organization’s purpose and values, and can build trust and loyalty.

Some ways you can share your statement with your audience include:

1. Include it on your website: Your mission statement should be prominently displayed on your website’s homepage or about us page. This ensures that visitors to your site will see it and understand your organization’s purpose and values.

2. Feature it in your marketing materials: Use your mission statement in your advertising, social media posts, and other marketing materials to help communicate your brand’s message and values to potential customers.

3. Use it in customer communications: Incorporate your mission statement into your customer communications, such as emails, newsletters, and customer service interactions. This helps to reinforce your brand’s values and build customer loyalty.

4. Incorporate it into your products or services: Your products or services should reflect your organization’s mission and values. Incorporate your mission statement into your product design or service offerings to help communicate your organization’s purpose and values to your users.

By sharing your mission statement with your users in a variety of ways, you can build a strong connection with your audience and build brand loyalty.

Next Steps

Your mission statement is a critical building block when it comes to your startup. As a next step you should: