What is a mission statement and how to write one

A mission statement clearly expresses the aim of your business. It should explain what your company does and why it does it. Here is a guide for creating a mission statement.

A mission statement clearly expresses the aim of your business.
It should explain what your company does and why it does it.

Why do companies need a mission statement?

A properly-crafted mission statement brings the company into focus for its personnel as well as its target audience. It serves as a framework, providing everyone involved with a starting point from which to build when establishing the brand. It distinguishes the company from the competitors without limiting the business goal for customers.

What to include in your mission statement

Because your mission statement should be unique to your company, what you mention will depend on your specific focus and beliefs.
A mission statement often comprises a general overview of the company, its purpose, and its goals.

A mission statement might also include information on how the company serves: Customers, Employees, Owners or their Community.

How to write a mission statement

Here is a guide for creating a mission statement:

  1. Create a statement that briefly describes what your company does.
  2. Make a list of your core values.
  3. Keeping those core values in mind, write a phrase describing how your company accomplishes its goals.
  4. Write a sentence explaining why your company does what it does.
  5. Review the three phrases you wrote, and then strive to combine and simplify those ideas so your mission statement is as concise as possible.

Keep it short

You may find it difficult to keep your mission statement brief because you undoubtedly have a lot to say about the goal of your company.
But keep in mind that you can include the information elsewhere.

Many major organisations’ websites, for example, feature sections that provide further data below the mission statement, such as “Core Values,” “About Us,” or a vision statement.

The key components of a Mission Statement

Centre your statement around these four points.

  1. Value – What is the worth of the company to its consumers and employees?
  2. Motivation – Why should individuals want to work for your company?
  3. Plausibility – Make it sound plausible.
  4. Specificity – Relate it back to the company.


There are various schools of thought on how to write the perfect mission statement, but there are some obvious do’s and don’ts to keep in mind.

• Keep it brief and to the point.
In a few phrases, describe the company’s mission.

• Consider the long term.
Keep your mission statement open enough to reflect your long-term aspirations.

• Don’t make it restrictive.
“We wish to bring the best products to our town.”
Do you want to sell just to people of one small town, or do you hope to grow at some point?

• Ask your employees what they think of the mission statement.
This is a tool created with them in mind, so solicit their feedback.
Inquire about how they might improve it and what they don’t like about it.

• Don’t be scared to experiment.
In the business world, things change.
If the mission statement no longer accurately portrays the organisation, it is time to revise it.

A mission statement expresses what makes a company important.
By design, it guides the behaviours of employees and attracts customers by explaining what the organisation plans to accomplish.

Also read: Writing a brand vision statement