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A mission statement is a great asset to help your employees focus and build customer loyalty.

But those of us who have interviewed for a job before all know the simple yet angst-inducing question: “Tell me about yourself”. How do I succinctly convey everything good about myself that’s going to make this person hire me?

Crafting a company mission statement comes with a similar challenge. Just as you would when answering the quintessential interview question, a mission statement should concisely convey your company’s main values and positive attributes. The goal in this case is twofold: drive customer brand loyalty and drive internal company focus.

Simply put, the mission statement is the “Who” and the “What” of a company’s identity. Who are we? What is our purpose?

Consider these examples from some big names in the tech world:

Google: Google’s mission is to organize the world’s information and make it universally accessible and useful.

Facebook: Facebook’s mission is to give people the power to share and make the world more open and connected.

Twitter: To give everyone the power to create and share ideas and information instantly, without barriers.

Tesla: To accelerate the world’s transition to sustainable transport.

The key is communicating your values, whether that be universal access to information, human connection, or environmental sustainability. Focus on what you aspire to be as a company and to bring as an outcome to your customers. Avoid haughty, bragging descriptions like “Such-and-Such Technology Company is the leader in its field, providing best in class solutions around the world.” That’s not a mission statement, it’s self-promotion.

Remember: Identity, Values and Vision. Who are we and what do we aspire to? Be authentic to who you are as a company and tie into human emotion – after all, customers stay loyal to brands to which they feel emotionally connected. Combining these elements will make for a memorable, meaningful and motivating mission statement.

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