Employee Engagement, Employer Branding

17 Truly Inspiring Company Vision and Mission Statement Examples

0

Where does customer loyalty come from?

Think about those brands that you purchase from over and over, even when there are cheaper options out there. Do you usually fly on a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions?

Often, the reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional and logical elements into one exceptional customer (and employee) experience.

When you successfully create a connection with your customers and employees, many of them might stay loyal for life — and you’ll have the chance to increase your overall profitability while building a solid foundation of brand promoters.

But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.

That’s where company vision and mission statements come in. A mission statement is intended to clarify the “what” and “who” of a company, while a vision statement adds the “why” and “how” as well. As a company grows, its objectives and goals may change. Therefore, vision statements should be revised as needed to reflect the changing business culture as goals are met.

Check out some of the following company vision and mission statements for yourself — and get inspired to write one for your brand.

The Difference Between a Company’s Mission and Vision

Let’s start with a bit of a vocabulary lesson. A mission statement declares an organization’s purpose, or why it exists. That often includes a general description of the organization, its function and its objectives.

A mission statement often informs the vision statement, which describes where the company aspires to be in the future. These two statements are often combined to clearly define the organization’s reason for existing and outlook for internal and external audiences like employees, partners, board members, consumers and shareholders.

So, what does a good mission and vision statement look like? Have a look at the examples below.

17 of the Best Vision & Mission Statement Examples From Real Companies

1. Life Is Good: To spread the power of optimism.

Life Is Good vision and mission statement "to spread the power of optimism"

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like “Seas The Day” and “Forecast: Mostly Sunny,” it’s hard not to crack a smile.

There are a ton of T-shirt companies in the world, but Life is Good’s mission sets itself apart with a mission statement goes beyond fun clothing: to spread the power of optimism. This mission is perhaps a little unexpected if you’re not familiar with the company’s public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where what the mission means is explained in more detail, with links to programs implemented to support it: its #GrowTheGood initiative and the Life is Good Kids Foundation page. We really like how lofty yet specific this mission statement is — it’s a hard-to-balance combination.

[Related: 4 Ways to Lead with Mission and Purpose to Attract Informed Candidates]

2. sweetgreen: To inspire healthier communities by connecting people to real food.

Notice that sweetgreen’s mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement, letting us know that the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we’re the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And that promise has gone beyond sweetgreen’s website and walls of its food shops: The team has made strides in the communities where it’s opened stores as well. Primarily, it provides education to young kids on healthy eating, fitness, sustainability and where food comes from. The sweetlife music festival attracts 20,000 like-minded people every year who come together to listen to music, eat healthy food and give back to a cause — the sweetgreen in schools charity partner, FoodCorps.

3. Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia vision and mission statement

Patagonia’s mission statement combines both the values that bring them market success (building safe, high-quality products) and the values that contribute to a better world (philanthropic efforts to help the environment). For the people behind the brand, “a love of wild and beautiful places demands participation in the fight to save them.” In the name of this cause, the company donates time, services and at least one percent of its sales to hundreds of grassroots environmental groups around the world.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express: We work hard every day to make American Express the world’s most respected service brand.

American Express vision and mission statement

Simon Sinek tweet

The tweet above is from Simon Sinek, and it’s one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to great customer service, which is something it’s famous for.

American Express values

We especially love the emphasis on teamwork and supporting employees, so that the people inside of the organization can be in the best position to support their customers.

5. Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Warby Parker objective

Speaking of quirky, this “objective” statement from Warby Parker uses words that reflect a young and daring personality: “rebellious,” “revolutionary,” “socially-conscious.” In one sentence, the brand takes us back to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket,” which further shows how Warby Parker doesn’t hold back on letting its unique personality shine through. Here, the missions statement’s success all comes down to spot-on word choice.

6. InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.

InVision Values

These days, it can seem like every B2B company page looks the same — but InvisionApp has one of the cooler company pages I’ve seen. Scroll down to “Our Core Values,” and hover your mouse over any of the icons, and you’ll find a short-but-sweet piece of the overall company mission under each icon. We love the way the statements are laid out under each icon. Each description is brief, authentic and business babble-free — which makes the folks at InvisionApp seem like trustworthy, B.S.-free types.

[Related: Adding Authenticity to Your Career Site]

7. Honest Tea: To create and promote great-tasting, healthy, organic beverages.

Honest Tea vision and mission statement

Honest Tea’s mission statement begins with a simple punchline connoting its tea is real, pure and therefore not full of artificial chemicals. The brand is speaking to an audience that’s tired of finding ingredients in its tea that can’t be pronounced, and have been searching for a tea that’s exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the clever company name. For some time, the company even published a Mission Report each year in an effort to be “transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages.”

8. IKEA: To create a better everyday life for the many people.

IKEA vision and mission statement

The folks at IKEA dream big. The vision could have been one of beautiful, affordable furniture, but instead, it’s to make everyday life better for its customers. It’s a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

“Our business idea supports this vision … so [that] as many people as possible will be able to afford them,” the brand states.

Using words like “as many people as possible” makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom: “To give customers the most compelling shopping experience possible.

Nordstrom history, vision and mission statement

When it comes to customer commitment, not many companies are as hyper-focused as Nordstrom is. Although clothing selection, quality and value all have a place in the company’s mission statement, it’s crystal clear that it’s all about the customer: “Nordstrom works relentlessly to give customers the most compelling shopping experience possible.”

If you’ve ever shopped at a Nordstrom, you’ll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they’ve been helped, and doing everything they can to make the shopping experience a memorable one.

10. Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school and at play.

cradles to crayons vision and mission statement

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission and The Model. The “rule of three” is a powerful rhetorical device called a tricolon that’s usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think “I came; I saw; I conquered.”

11. Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

Universal Health Services vision and mission statement

A company thrives when it pleases its customers, its employees, its partners and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a health care service, it specifically strives to please its patients, physicians, purchasers, employees and investors. We love the emphasis on each facet of the organization, by capitalizing the font and making it red for easy skimming.

12. JetBlue: To inspire humanity – both in the air and on the ground.

JetBlue vision and mission statement

JetBlue’s committed to its founding mission through lovable marketing, charitable partnerships and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it “set out in 2000 to bring humanity back to the skies.”

For those of us who want to learn more about any of its specific efforts, JetBlue’s provided details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures and links to other web pages visitors can click to learn more. Finally, it ends with a call-to-action encouraging website visitors to volunteer or donate their TrueBlue points.

13. Workday: To put people at the center of enterprise software.

Workday vision and mission statement

Workday, a human resources (HR) task automation service, doesn’t use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on the state of enterprise software in general: There’s a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

[Related: 4 Tips Companies Should Consider in Supporting Non-Traditional Talent]

14. Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.

Prezi vision and mission statement

If you know Prezi, you know how engaging it can make your next business presentation look. According to its mission statement, the company’s clever slide animations and 3-dimensional experience aren’t just superficial product features. With every decision Prezi makes, it’s all about the story you tell and the audience that story affects.

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

Tesla vision and mission statement

A car company’s punny use of the word “accelerate” is just one reason this mission statement sticks out. The main reason Tesla makes this list is because of how its mission statement describes the industry.

It may be a car company, but Tesla’s main interest isn’t just automobile sales — it’s promoting sustainable energy. And sustainable energy still has a “long road” ahead of it (pun intended) — hence the world’s “transition” into this market.

Ultimately, a mission statement that can admit to the industry’s immaturity is exactly what gets customers to root for it. And Tesla does that nicely.

16. Invisible Children: To end violence and exploitation facing our world’s most isolated and vulnerable communities.

Invisible Children vision and mission statement

Tenacity is hard to come by in the non-profit sector, and that’s what makes this mission statement so distinguished. Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies’ visions and missions are intentionally left open-ended so that the business might always be needed by the community. Invisible Children, on the other hand, wants to “end” the violence facing African families. It’s an admirable mission that all businesses — not just non-profits — can learn from when trying to motivate their customers.

17. TED: Spread ideas.

TED vision and mission statement: Spread ideas

We’ve all seen TED Talks online before. Well, the company happens to have one of the most succinct mission statements out there.

TED, which stands for “Technology Education and Design,” has a two-word mission statement that shines through in every Talk you’ve seen the company publish on the internet. That mission statement: “Spread ideas.” Sometimes, the best way to get an audience to remember you is to zoom out as far as your business’s vision can go. What do you really care about? TED has recorded some of the most famous presentations in the world, but in the grand scheme of things, all it wants is to spread ideas around to its viewers.

This article was originally published on HubSpot. It is reprinted with permission.

Get Started Today

Contact Us or call (888) 355-9323
Subscribe to Our Blog