When we’re working on any branding projects, one of the most important, yet difficult tasks, is coming up with a solid mission statement. It’s the one-liner that sums up what an organization is and what they mean to the world around them. Here are a few of our do’s and don’t on the perfect mission statement for your organization.
People don’t want to read a laundry list with adjectives that came out of a mission statement generator.
Casper’s mission statement (if you aren’t aware, Casper makes super amazing pillows, and their service is top-notch): “Great sleep, made simple”
Compared with Barnes & Noble: “To operate the best omni-channel specialty retail business in America, helping both our customers and booksellers reach their aspirations, while being a credit to the communities we serve.”
The first is great; it’s memorable, and you know exactly what they’re communicating. The second; the moment you start talking about ‘omni-channel’, you’ve alienated your customers. They’re simply talking to themselves and not their customers.
It won’t be relatable if people don’t even read it. Keep it short, sweet and to the point. We have two examples below:
Kickstarter: To help bring creative projects to life.
Compared with the Art Institute of Chicago: The Art Institute of Chicago collects, preserves, and interprets works of art of the highest quality, representing the world’s diverse artistic traditions, for the inspiration and education of the public and in accordance with our profession’s highest ethical standards and practices.
Which one are you most likely to remember of the two?
It’s one statement that sums up who you are as an organization. People are smart. If your mission statement isn’t accurate, they’ll see right through it, and will assume your products are bad and your services are poor. While Audi’s mission statement is something different, their tagline is “Truth in Engineering.” It was later found that their top leadership knew and endorsed them falsifying their emissions test. Not cool, Audi.
To be Earth’s most customer-centric company where people can find and discover anything they want to buy online
Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
To help bring creative projects to life.
To organize the world’s information and make it universally accessible and useful.
The U.S. Fund for UNICEF fights for the survival and development of the world’s most vulnerable children and protects their basic human rights.
To work in partnership with member stations to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.
The aquarium’s mission is to spark compassion, curiosity and conservation for the aquatic animal world.
To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.
We save people money so they can live better
We aren’t anywhere close to the size or complexity of the organizations listed above, but since this article is around mission statement, we’ll share ours:
We connect people and technology to help make the world a better place to live, work and play.