A Step-by-Step Guide to Writing a Mission Statement

Open notebook and pencil

Whether you’re just starting out or looking to refresh your brand identity, a well-crafted mission statement can provide clarity, direction, and a strong sense of purpose. But how do you create an effective mission statement that reflects your business and values? It’s not always as easy as it seems. Follow these steps to help craft a mission statement that truly resonates with customers.

Step 1: Define Your Ideal

At the core of every mission statement is a powerful idea that captures the spirit of your business. Start by taking a moment to think about what your company stands for. What values, beliefs, and goals drive your team’s daily efforts? This is your “ideal.”

Example: “Our ideal is to create a healthier world through innovative fitness solutions that empower individuals to lead active lives.”

Step 2: Short vs. Long Mission Statement

Decide whether you prefer a short and snappy mission statement or a more detailed one. A short mission statement is easy to remember and can be a powerful company motto. On the other hand, a longer statement can provide more context and insight into your company’s values and goals. There is no right or wrong choice, it is whatever works for your business best.

Example (Short): “Empowering Lives Through Innovation.”

Example (Long): “We strive to empower individuals from all walks of life by providing innovative solutions that enhance physical and mental well-being, fostering a healthier and happier global community.”

Step 3: Beyond Logos and Catch Phrases

A mission statement goes far beyond being a tagline or a catchy phrase for marketing materials. While logos and taglines are important and do catch attention, a mission statement delves into the deeper purpose and impact your business aims to make.
Think of it this way: a logo might be the face of your business, but the mission statement is the heart and soul that guides every action and decision your company takes.

Step 4: Simplicity and Clarity

Keep your language simple and straightforward. Avoid industry jargon and complex terminology that might alienate your audience. A well-written mission statement should resonate with both employees and customers, creating a clear sense of what your company stands for.

Step 5: Stay True to Your Values

Authenticity is key! Your mission statement should reflect your company’s true values and goals. Don’t try to be something you’re not just to fit a trend or please a certain audience. A genuine mission statement establishes trust and credibility with your stakeholders, customers, and employees. 

During this process, you likely might find yourself stuck, and that’s okay! Rome wasn’t built in a day, and neither is a mission statement. The process requires deep thinking, collaboration, and lots willingness to refine. A mission statement is more than just words – it’s a guiding light that shapes your company’s culture, decisions, and impact on the world. So keep that top if mind, and your mission statement will stay authentic and true.

  1. Cate Powell Avatar

    Thank you for how brief and inspiring this is! I especially resonated with your statement that the logo is the face of my biz and the mission is the heart and soul. I’m saving this post to start working on my own mission statement, finally!

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