How to Create a Mission Statement

A brand’s mission is its reason for existence. A mission statement has to combine the organisation’s core values, and personality into a concise ‘raison d'être’, or, ‘reason for being’. It must feel authentic and honest to the brand, and communicate deeply and directly why you are in business, and why customers should take notice of you.

Table of Contents

• What is a Mission Statement?

• Dissecting Apple’s Mission

• Mission Statement Examples

What is a Mission Statement?

A mission statement is the brand’s reason for existing in the world. The mission statement should communicate the values it stands for aside from profit.

The brand’s core values can be developed into the brand's mission. A mission statement should be the reason that people want to be part of the brand’s journey, as consumers, as a community, and as employees.

Build the mission statement from core values, to communicate your purpose. Communicate how you are changing the world, and for who. Make it concise, engaging, empowering, and inspiring.

Companies communicate to the world by building a brand that communicates their values and culture. A mission statement or brand promise forms a big part of the brand.

Dissecting Apple’s Mission

In a conference call with investors in 2009, Tim Cook, then Chief Operating Officer, offered some further insight:

“We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

Let’s dissect this further and we can pull out Apple’s core values.

• Innovation — “We are constantly focusing on innovating.”

• Simplicity — “We believe in the simple not the complex.” This is in part, a reference to Dieter Rams Principles of Good Design, from which, Apple take a lot of their timeless design references.

• Critical focus — “We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us.”

• Communication — “We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.”

• Quality — “And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.”

We can directly see the link of these values to Apple’s mission:

…to bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware, software, and internet offerings.

Consistent brand messaging is key. The brand should be communicating it’s mission and values through each and every brand touchpoint.

Keep your values and mission to heart. Put them at the core of what you say and how you say it. 80% of communication is non-verbal. It is not what you say, it is how you say it. Be consistent with your message.

Quality and consistency create an identity
— Jony Ive, previously Chief Design Officer at Apple

Mission Statement Examples

Airbnb’s mission

To create a world where anyone can belong anywhere.

Coca-Cola’s mission

To refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.

Adidas mission

To be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.

Tesla’s mission

To accelerate the world’s transition to sustainable energy.

About the author, Adam —

Adam is the founder of BrandCraft, a Hong Kong-based branding agency.

On top of our client-facing projects, our small team developed BrandWerks where we create brand strategy tools and templates to help you master brand strategy and the business of design.

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