How to write a mission statement for your brand

The aim of this short lesson is to equip you with the tools and inspiration to write your own mission statement for your brand. A strong mission statement will form a motivational blueprint for your company or campaign and should be snappy, memorable and achievable.

What is a mission statement?
Your brand mission is a statement defining how you will achieve your vision and the effect the delivery of your product or service will have on the world around you. A mission statement is normally short and around 50-100 words, 2-4 sentences maximum.

Mission statement case studies

We have collated 3 brand mission statement examples together with our thoughts, to give you an idea of their importance and practicality. We take a look at the Extinction Rebellion, Apple and Tesla mission statements.

Extinction Rebellion’s mission statement

Let’s start with Extinction Rebellion. Extinction Rebellion is very specific in that it is mobilising “3.5%” of the population”. How will it do this? Through “Momentum-driven organising”. It is clear from this that Extinction Rebellion is on a mission to mobilise worldwide mass participation in change.

“Mobilising 3.5% of the population to achieve system change – using ideas such as “Momentum-driven organising” to achieve this.”


Apple’s mission statement

Apple clearly focuses on the user experience, something that many other tech and hardware companies have taken heed of. It is currently “bringing” “the best user experience. How will it do this? Through it’s “innovative hardware, software and services.”

Apple’s mission is “to bringing the best user experience to its customers through its innovative hardware, software, and services.”


Tesla’s mission statement

Interestingly, Tesla goes big but short. In fact, this could refer to all sorts of products or services and it is a confident statement of mission that assumes everyone knows they develop sustainable cars.

“Tesla’s mission is to accelerate the world’s transition to sustainable energy.”


Help to write a mission statement for your brand

1. Research case studies of inspiring brands

Use the Meadow case study template to research and analyse aspiring brands with great mission statements. Write out The statements and your thoughts on the Meadow task sheet.

Access the Meadow mission statement case study template here.

2. Answer these questions as a team or on your own

  • What is your area of speciality?
  • What makes what you do special?
  • How many people will you reach (e.g percentage of the population?)
  • What products or services will you provide?
  • How will these products or services be used?

Write down your thoughts on a piece of paper. You can do this using a sketch with mission in a circle and all the ways you will achieve this written around this word. Remember to try and keep this brief and uncomplicated.

Access the Meadow mission statement questions template here.

3. Draft your mission statements

Take your notes from task 2 and use this template to focus your keywords and refine your mission statement in less than 10 words.

Access the Meadow keywords and draft mission statement questions template here

4. Complete your mission statement and stick up everywhere!

Write up your completed draft using the Meadow mission completed statement here. Send it to your colleagues and clients are just pin-up in your office.

Access the Meadow final mission statement template here.

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Key learnings of how to write a powerful mission statement

  • A mission statement is the “what” and “how” of your company
  • A mission statement is motivational and pragmatic
  • Should be short, 50-100 words

What brand am I? Mission quiz

Guess the brand from these mission statements

Additional reading to help you write a well crafted mission statement for your brand

17 Truly Inspiring Company Vision and Mission Statement Examples

4 Techniques for Crafting a Mission Statement Worth Remembering

Answer 4 Questions to Get a Great Mission Statement

Module Side by Side

More modules

Continue with the Brand Master Flash course to get your new brand up and running in no time.

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How to write a purpose statement

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