How To Write A Compelling Mission Statement


One of the more frequent questions I’m asked is: Where’s the best place to start with branding?
As generic as it may sound, a solid brand strategy starts with a strong mission statement. You’ve likely heard of a mission statement before, but may not know why this is relevant to branding. 

Contrary to popular belief, your brand isn't your logo, color schemes, or look and feel of your website. Your brand is what other people think about your product or service. In order for someone to have an opinion about your business, first they need to know what you do. That's where your mission statement comes in. 

"A Mission Statement is a one-sentence statement describing what you want to be doing in the present and for whom. It should be clear, concise and useful." 


This isn’t the place to be aspirational. You should be able to deliver on your mission statement from day one of your business.  There's no right or wrong as far as the length of the statement. I've seen really compelling mission statements that are two words long. The most important factors are that it's descriptive enough for anyone to understand and easy enough to remember.   If you’ve never written a mission statement before, here’s a
simple format:


To help you out with this first step to defining your brand identity, here are some examples of strong mission statements from companies we know and love:

TEDx: Spreading ideas.

Google: To organize the world's information and make it universally accessible and useful.

Facebook: To give people the power to build community and bring the world closer together.

Charity:water: Bringing clean, safe drinking water to people in developing countries.

If you want to be a little fancier with your mission statement, you can also add your "why". What is the purpose of your business? What's the bigger picture effect of what you do?

Give it a try! Comment below with your mission statement and we'll share our feedback. 

Want help developing a stronger brand identity for your company? Schedule a brand strategy session with us! 

Robyn Young