Every business, whether big or small, needs to communicate its core values and purpose effectively. A compelling mission statement can engage potential customers, attract top talent, and establish a clear identity for your organization. By using a mission statement template, you can quickly convey your company’s values and purpose to the public.
In this guide, we will walk you through the steps to create a strong mission statement, explore different types, and provide useful templates to get you started.
What Is a Mission Statement?
A mission statement is a concise declaration of an organization’s purpose and goals. It outlines what the company does, who it serves, and the value it brings to customers. It typically covers:
- The products or services your company provides
- Your target market and distribution channels
- The purpose behind your business
- The positive impact your product or service creates
An effective mission statement should be authentic and inspirational, aiming to connect with people emotionally. It usually consists of two or three sentences (100-120 words).
Types of Mission Statements
Mission statements vary based on the nature of the organization. Here are three common types:
1. Business Mission Statement
This is the most widely used type. It highlights a company's objectives and serves as a source of motivation for employees, a way to attract new talent, and a means to share your brand’s vision with customers.
2. Non-Profit Mission Statement
Non-profit organizations use mission statements to express their guiding principles. These statements emphasize community impact and the organization’s dedication to solving social or environmental issues.
3. Personal Mission Statement
A personal mission statement defines an individual’s professional goals and values. It’s often used by professionals to articulate their skills, purpose, and long-term aspirations. This type of statement can also guide self-evaluation and goal setting.
Why Should Your Organization Adopt a Mission Statement?
A well-crafted mission statement provides numerous benefits:
1. Clarifies Your Focus
It helps you identify and prioritize key elements of your business, making it easier to differentiate your company from competitors.
2. Organizes Your Ideas
A structured mission statement keeps your thoughts organized, making it easier to use the content in marketing messages, internal communications, and other materials.
3. Tracks Business Growth
Revisiting your mission statement periodically allows you to evaluate how your company has evolved and whether it continues to align with your original purpose.
4. Promotes Collaboration
Writing a mission statement can be a team effort, encouraging employees to contribute ideas and feel more connected to the company’s goals.
5. Provides Direction
A mission statement guides decision-making and strategy development, helping your team understand the purpose behind your actions.
Writing a Mission Statement: A Step-by-Step Guide
Follow these six steps to craft an impactful mission statement.
1. Take Inventory
Start by gathering input from your team. Discuss the following questions to create a foundation:
- What are your business's deliverables?
- What problems does your product or service solve?
- Who are your target customers?
- What are your product's or service’s key features?
- How does your business stand out from competitors?
- Does your business operate in a specific region or have a unique location?
2. Answer Key Questions
Use the gathered information to answer these critical questions:
- What does your organization do?
- How does your organization do it?
- Who does your organization serve?
- Where does your organization operate?
- What is the ultimate value your organization provides?
3. Whittle It Down
Condense your ideas into one or two concise sentences. Use this formula to structure your statement:
We [provide value] to [target audience] by [what you do] through [how you do it].
Alternatively, try this version:
We [what your business does] by [how you do it] for [target customers] to [the ultimate value you provide].
4. Add Color
Make your statement engaging by using emotional and relatable language. Avoid unnecessary jargon or complex words that may distract from your message. Keep it simple yet powerful to resonate with a wide audience.
5. Make It Public
Share your mission statement across various platforms to maximize its impact. Consider these options:
- Create a dedicated page on your website
- Feature it on your homepage
- Share it on social media profiles
- Include it in job postings
- Use it in email signatures
6. Adjust as Needed
As your company grows and evolves, your mission statement may need to be updated. Regularly review it to ensure it reflects your current goals, market, and strategies.
Examples of Inspiring Mission Statements
Here are some mission statements from well-known companies that successfully capture their essence:
- WIX: "Create your own professional web presence – exactly the way you want."
- Google: "To organize the world’s information and make it universally accessible and useful."
- Tesla: "To accelerate the world’s transition to sustainable energy."
- Microsoft: "To empower every person and every organization on the planet to achieve more."
- Starbucks: "To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."
- Airbnb: "To create a world where anyone can belong anywhere."
- IKEA: "To create a better everyday life for the many people."
- Disney: "To be one of the world's leading producers and providers of entertainment and information."
- Patagonia: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
- Nike: "To bring inspiration and innovation to every athlete in the world."
Tips for Writing a Strong Mission Statement
1. Use Simple Language
Keep your message clear and direct. Simple language makes your mission statement more relatable and easier to understand.
2. Gather Feedback
Get input from your team, including new employees and key stakeholders. You can also seek feedback from external sources to ensure your statement resonates with a broad audience.
3. Highlight Your Unique Value
Explain why your company stands out. Emphasize what makes your product or service special and how it helps customers achieve their goals.
4. Incorporate Emotional Appeal
Focus on emotional elements that connect with your audience. People are more likely to remember and relate to a mission statement that touches on shared values and aspirations.
5. Think Big Picture
Address the larger purpose of your business. Your mission statement should explain why your company exists and the positive impact it has on the world.
Mission Statement Templates
Use these templates to create a professional mission statement:
1. Mission Statement Worksheet Template
This template helps you answer key questions and organize your thoughts, making it easier to write a compelling mission statement. Download it from Smartsheet.
2. Basic Mission Statement Template
This template includes prompts for team discussions and questions to guide your writing process. It’s ideal for clarifying your company’s purpose and goals. Download it from TemplateLab.
Microsoft Office for Editing Your Mission Statement
For creating and editing your mission statement, Microsoft Office tools like Word and Excel are excellent. They allow for easy formatting and collaboration. Get an affordable Microsoft Office 2021 Pro Plus key from RoyalCDKeys to access these essential tools.
The Bottom Line
A powerful mission statement communicates your company’s values and direction effectively. By involving your team in the brainstorming process and using a clear structure, you can create a statement that resonates with your audience and inspires your employees.
Explore our blog for more templates and resources to help your business succeed. Start crafting your mission statement today and set the tone for your organization’s future!
Source: Mission Statement Template - [A Useful Step-by-Step Guide]
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