Keep thinking about the brands you are buying, even if there are cheaper options out there. Why do you choose who you choose?
Do you usually fly with a specific airline? Do you buy your coffee in the same place every morning? Do you recommend a particular restaurant when Out-of-Towers ask for suggestions? There’s a good reason for that.
The reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional, and logical elements into an exceptional customer (and employee) experience that you will cherish as much as they do. Nowhere are these values as visible as in the corporate mission statement.
If you successfully connect with your customers and employees, many of them may stay loyal to you for a lifetime. This will help you increase your overall profitability while creating a solid foundation for brand promoters.
However, achieving this connection is not an easy task. The companies that succeed remain true to their core values over the years, creating a company that employees and customers can proudly work with.
This is where the corporate vision and mission statement come into play.
Mission statement vs. mission statement
A mission statement should make it clear what, who and why a company is. On the other hand, a vision describes where the company would like a community or the world to be a result of the company’s services. A mission statement is the roadmap for the company’s mission statement.
What is a vision
A mission statement describes where the company wants to be after reaching its mission. This statement shows the “where” of a company. Below are some vision statements from well-known companies that will give you an idea of how a vision represents a brand.
Examples of vision statements
- Alzheimer’s Association: A World Without Alzheimer’s Disease.
- Lessons for America: One day all children in this nation will have the opportunity to have an excellent education.
- Creative Commons: Using the full potential of the Internet – universal access to research and education, full participation in culture – to usher in a new era of development, growth and productivity.
- Microsoft (when it was founded): A computer on every desk and in every home.
- Australian Department of Health: Better Health and Wellbeing for All Australians, Now and for Future Generations.
- LinkedIn: Create business opportunities for every member of the global workforce.
- Disney: T.o Entertaining, informing and inspiring people around the world through unparalleled stories that reflect the iconic brands, creative minds and innovative technologies that make our company the world’s leading entertainment company.
- Facebook: Connect with friends and the world around you on Facebook.
What is a mission statement?
If the above examples are vision statements, what is a mission statement? A mission statement is, in a sense, an action-oriented mission statement that explains the purpose of an organization to the audience. It often includes a general description of the organization, its role, and its goals.
As a company grows, its goals can be achieved, and these in turn change. Therefore, the mission and vision should be revised as necessary to reflect the new corporate culture as previous goals are met.
Both the mission statement and vision are often combined into a comprehensive “mission statement” to define the reason for the existence of the organization and its prospects for internal and external audiences such as employees, partners, board members, consumers and shareholders.
In this sense, what does a good model look like? Convince yourself of the following corporate principles – and be inspired to write one for your brand.
Examples of mission statements
- Life is good: spreading the power of optimism.
- sweetgreen: To inspire healthier communities by connecting people to real food.
- Patagonia: Build the best product, do not cause 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: Offering designer eyewear at a revolutionary price while leading the way for socially conscious companies.
- InvisionApp: question acceptance. Think carefully. Iterating as a lifestyle. Details, details. Design is everywhere. Integrity.
- Honest tea: To create and promote great tasting, healthy organic beverages.
- IKEA: To enable the many people to have a better everyday life.
- Nordstrom: To offer customers the most convincing shopping experience possible.
- Cradles to Crayons: Provides children from birth to 12 years old who live in homeless or low-income situations with the essentials they need to thrive – at home, at school, and while playing.
- Universal Health Services, Inc .: To provide high quality health care services that: Recommend PATIENTS to family and friends, Favor PHYSICIANS for their patients, Select BUYERS for their clients, EMPLOYEES are proud, and INVESTORS seek long-term returns.
- JetBlue: Inspire humanity – both in the air and on the ground.
- Working day: putting people at the center of corporate software.
- Prezi: To reinvent how people share knowledge, tell stories and inspire their audiences to act.
- Tesla: Accelerating the global transition to sustainable energy.
- Invisible Children: To end violence and exploitation facing the world’s most isolated and vulnerable communities.
- TED: Spreading ideas.
Best vision and model examples from real companies
1. Life is good: spreading the power of optimism.
The Life is Good brand is about more than just spreading optimism – though it’s hard not to break a smile with uplifting T-shirt slogans like “Seas The Day” and “Forecast: Mostly Sunny”.
There are tons of t-shirt companies in the world, but Life is Good’s mission is one that goes beyond funny clothing: spreading the power of optimism. This mission may be a little unexpected if you’re unfamiliar with the company’s not-for-profit: how will a t-shirt company help spread optimism? Life is Good answers this question below the crease that explains the importance of the mission in more detail, with links to programs that have been implemented to support it: the #GrowTheGood initiative and the Life is Good Kids Foundation page. We really like how high and yet specific this mission statement is – it is a combination that is difficult to balance.
2. sweetgreen: To inspire healthier communities by connecting people to real food.
Note that sweetgreen’s mission is to align with your values - not just as something the brand believes in. We love the inclusive language used in their statement and let us know that the company is about connecting their growing network of farmers who grow healthy, local ingredients with us – the customer – because we are the ones want to be grown more locally. healthy food options.
The mission to connect people is what makes this statement so powerful. And that promise went beyond sweetgreen’s website and grocery store walls: the team has made progress in the communities where it has also opened stores. First and foremost, young children are taught about healthy eating, fitness, sustainability and the origin of the food. The Sweetlife Music Festival attracts 20,000 like-minded people each year who come together to listen to music, eat healthy food and give something back to one thing – Sweetgreen in Schools charity partner FoodCorps.
3. Patagonia: Build the best product, do not cause 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, “the love of wild and beautiful places requires participation in the struggle to be saved.” On behalf of this cause, the company donates time, services and at least 1% of its sales to hundreds of grassroots environmental groups around the world.
Similarly, if your company is focused on growing your business and giving back, consider including in your mission statement both the benefit you want to bring to your customers and the value you want to bring to a greater cause .
4. American Express: We work hard every day to make American Express the world’s most respected service brand.
Customers will never love a company until the employees love it first.
– Simon Sinek (@simonsinek) April 16, 2014
The above tweet is from Simon Sinek and is repeated over and over here at HubSpot. American Express sets itself apart from other credit card companies in its list of values by an ode to the great customer service for which it is famous.
We particularly love the emphasis on teamwork and the support of employees so that employees within the company are in the best position to support their customers.
5. Warby Parker: Offering 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 brings us back to the roots of its creation while revealing its vision for a better future.
The longer version of the mission reads, “We believe that buying glasses should be easy and fun. You should be happy, handsome and have money in your pocket,” which further shows that Warby Parker is not holding back on his unique one Let personality shine through. Here, the success of the mission statement depends on the right choice of words.
6. InvisionApp: Answering questions. Think carefully. Iterating as a lifestyle. Details, details. Design is everywhere. Integrity.
These days it can seem like every B2B company page looks the same – but InvisionApp has one of the cooler company pages I’ve seen. Scroll down to “Our Core Values” and move your mouse over one of the icons. Under each symbol you will find a short but neat piece of the overall corporate mission. We love the way the statements are arranged under each symbol. Every description is short, authentic, and business-free – which makes the folks at InvisionApp appear to be trustworthy, B.S.-free types.
7. Honest tea: To create and promote great tasting, healthy organic beverages.
The mission statement of Honest Tea starts with a simple punch line that states that the tea is real, pure and therefore not full of artificial chemicals. The brand speaks to an audience that is fed up with finding ingredients in their tea that cannot be pronounced and has been looking for a tea that is exactly what it says it is.
Not only does Honest Tea have a fun name, it also focuses on the clever company name. For some time now, the company has even published a mission report every year to “be transparent about our business practices and live up to our mission to create and promote great tasting, healthier organic beverages”.
8. IKEA: To enable the many people to have a better everyday life.
The people at IKEA dream big. The visionary model could have been one of beautiful, affordable furniture, but instead it is intended to improve everyday life for its customers. It’s a partnership: IKEA finds deals all over the world and buys in bulk. Then we select the furniture and collect it from a self-service warehouse.
“Our business idea supports this vision … well [that] as many people as possible can afford it, “says the brand.
Using words like “as many people as possible” makes a large company like IKEA much more accessible and attractive to customers.
9. Nordstrom: “To offer customers the most convincing shopping experience possible.
When it comes to customer loyalty, not many companies are as focused as Nordstrom. Although the choice, quality and value of clothing have a firm place in the company’s mission statement, it is clear that it is all about the customer: “Nordstrom works tirelessly to offer customers the best possible shopping experience.”
If you’ve ever shopped at a Nordstrom, you know the brand will maintain the high standard of customer service outlined in their mission statement as employees are constantly roaming the storefront asking customers if they’ve been helped and they do whatever they can to make the shopping experience memorable.
10. Crayons Cradles: Provides children born to 12 years old who live in homeless or low-income situations with the essentials they need to thrive – at home, at school, and while playing.
Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The “rule of three” is a powerful rhetorical device called a tricolon and is usually used when writing speeches to make an idea more memorable. A tricolon is a series of three parallel elements of roughly equal length – think, “I have come; I have seen; I have conquered.”
11. Universal Health Services, Inc .: To provide quality health care services that: PATIENTS recommend to family and friends, Favor PHYSICIANS for their patients, Select BUYERS for their clients, EMPLOYEES are proud, and INVESTORS seek long-term returns.
A company thrives when its customers, employees, partners and investors like it – and Universal Health Services strives to do just that, according to its mission statement. As a health service, it makes an explicit effort to please its patients, doctors, buyers, employees and investors. We love the emphasis on every facet of the organization by capitalizing the font and making it red for easy scanning.
12. JetBlue: Inspire humanity – both in the air and on the ground.
JetBlue is committed to its founding mission through lovable marketing, nonprofit partnerships, and influential programs – and we love the approachable language used to describe those endeavors. For example, the brand writes how it “began to take mankind back to heaven in 2000”.
For those of us interested in learning more about their specific endeavors, JetBlue has provided details on the Soar With Reading program, partnering with KaBOOM !, The JetBlue Foundation, environmental and social reporting, etc. All of these initiatives are very well broken down with large headings, bullets, images, and links to other web pages that visitors can click to learn more. Schließlich endet es mit einem Aufruf zum Handeln, der Website-Besucher dazu ermutigt, sich freiwillig zu melden oder ihre TrueBlue-Punkte zu spenden.
13. Arbeitstag: Menschen in den Mittelpunkt der Unternehmenssoftware stellen.
Workday, ein Personalautomatisierungsdienst für die Personalabteilung, verwendet sein Leitbild nicht, um die Merkmale seines Produkts hervorzuheben oder um HR-Fachleuten dabei zu helfen, sich auf diese und jene Weise zu verbessern.
Stattdessen nimmt das Unternehmen eine Haltung zum Stand der Unternehmenssoftware im Allgemeinen ein: Es gibt eine Menge großartiger Technologien. Aber am Arbeitstag dreht sich alles um die Menschen. Wir lieben es, wie selbstbewusst und dennoch freundlich dieses Leitbild ist. Es beobachtet den Zustand seiner Branche – von der Workday glaubt, dass ihm eine menschliche Note fehlt – und baut darauf Unternehmenswerte auf.
14. Prezi: Um neu zu erfinden, wie Menschen Wissen teilen, Geschichten erzählen und ihr Publikum zum Handeln inspirieren.
Wenn Sie Prezi kennen, wissen Sie, wie ansprechend Ihre nächste Geschäftspräsentation aussehen kann. Laut Unternehmensleitbild sind die cleveren Folienanimationen und das dreidimensionale Erlebnis des Unternehmens nicht nur oberflächliche Produktmerkmale. Bei jeder Entscheidung, die Prezi trifft, dreht sich alles um die Geschichte, die Sie erzählen, und um das Publikum, auf das sich die Geschichte auswirkt.
15. Tesla: Den weltweiten Übergang zu nachhaltiger Energie beschleunigen.
A car company’s punny use of the word “accelerate” is just one reason this mission statement sticks out. The main reason Tesla makes this list is because of how its mission statement describes the industry.
It may be a car company, but Tesla’s main interest isn’t just automobile sales — it’s promoting sustainable energy. And sustainable energy still has a “long road” ahead of it (pun intended) — hence the world’s “transition” into this market.
Ultimately, a mission statement that can admit to the industry’s immaturity is exactly what gets customers to root for it. And Tesla does that nicely.
16. Invisible Children: To end violence and exploitation facing our world’s most isolated and vulnerable communities.
Tenacity is hard to come by in the non-profit sector, and that’s what makes this mission statement so distinguished. Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.
The most valuable quality of this mission statement is that it has an end goal. Many companies’ visions and missions are intentionally left open-ended so that the business might always be needed by the community. Invisible Children, on the other hand, wants to “end” the violence facing African families. It’s an admirable mission that all businesses — not just non-profits — can learn from when trying to motivate their customers.
17. TED: Spread ideas.
We’ve all seen TED Talks online before. Well, the company happens to have one of the most succinct mission statements out there.
TED, which stands for “Technology Education and Design,” has a two-word mission statement that shines through in every Talk you’ve seen the company publish on the internet. That mission statement: “Spread ideas.” Sometimes, the best way to get an audience to remember you is to zoom out as far as your business’s vision can go. What do you really care about? TED has recorded some of the most famous presentations in the world, but in the grand scheme of things, all it wants is to spread ideas around to its viewers.
Here are 22 companies with really catchy slogans and brand taglines.
Editor’s note: This post was originally published in August 2014 and has been updated for comprehensiveness.