{"id":1616,"date":"2019-03-14T15:54:07","date_gmt":"2019-03-14T04:54:07","guid":{"rendered":"https:\/\/yellow.sensis.wpengine.com\/?post_type=hub&#038;p=1616"},"modified":"2025-04-04T15:35:16","modified_gmt":"2025-04-04T04:35:16","slug":"10-company-mission-statements-to-inspire-you","status":"publish","type":"hub","link":"https:\/\/www.yellow.com.au\/business-hub\/small-business\/10-company-mission-statements-to-inspire-you\/","title":{"rendered":"10 company mission statements to inspire you."},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Whether you\u2019re starting a new business or overhauling a current one, having a clear mission statement keeps you true to your business purpose, laying the foundation for everything that influences the way you are perceived in the market place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the major drivers of <\/span><a href=\"https:\/\/www.yellow.com.au\/business-hub\/street-talk-loyalty-programs\/\"><span style=\"font-weight: 400;\">customer loyalty<\/span><\/a><span style=\"font-weight: 400;\"> is appreciation of a brand\u2019s values. The most successful brands use their mission statement to succinctly convey values that align with their target customers.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1630 size-large\" src=\"https:\/\/www.yellow.com.au\/wp-content\/uploads\/sites\/2\/2019\/03\/Mission-statements-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" \/><\/p>\n<h2><strong>Mission statement definition.<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the fundamentals: What exactly is a mission statement, and how does it differ from a vision statement? In a nutshell, a mission statement is an action-oriented description of the purpose a business serves to its audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A vision statement, on the other hand, describes where a business wants to be upon achieving its mission. So, while a mission statement defines a business\u2019 reason for existing, a vision statement describes what the business wants to achieve as a result of its mission.<\/span><\/p>\n<p><strong>RELATED: <\/strong><a href=\"https:\/\/www.yellow.com.au\/business-hub\/how-to-get-your-employees-to-promote-your-business\/\"><strong>How to get your employees to promote your business.<\/strong><\/a><\/p>\n<h2><strong>Mission statement examples.<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at some examples of mission statements from real companies and why they work so well.<\/span><\/p>\n<h2><strong>1. Sumo Salad<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cTo make Australia a healthier and happier place.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Explains the root of why it was founded while also revealing its vision for a better future<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hones in on a local Australian market<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The focus is on wellbeing, not just pushing a product<\/span><\/li>\n<\/ul>\n<h2><strong>2. Google<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cTo organise the world\u2019s information and make it universally accessible and useful.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Succinctly explains the company\u2019s huge scope of service<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Words like \u201cuseful\u201d and \u201caccessible\u201d convey inherent value<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Successfully simplifies a complex range of services<\/span><\/li>\n<\/ul>\n<h2><strong>3. Optus<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cOur mission is to enable communication by breaking barriers and building bonds.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Highlights how the company is solving problems i.e. \u201cbreaking barriers\u201d while providing a great customer experience i.e. \u201cbuilding bonds\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u201cEnable communication\u201d effectively summarises a wide range of services<\/span><\/li>\n<\/ul>\n<h2><strong>4. Etsy<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cKeep commerce human.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Combines simplicity with the company\u2019s purpose to build a statement that can guide the brand\u2019s strategy while appealing to customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Transforms the concept of &#8216;commerce&#8217; from something dry and impersonal to approachable and appealing<\/span><\/li>\n<\/ul>\n<h2><strong>5. Jetstar<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cJetstar&#8217;s mission is to offer low fares to enable more people to fly to more places, more often.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Highlights a key selling point i.e. low fares<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Highlights the value to the customer i.e. more travel to more destinations<\/span><\/li>\n<\/ul>\n<h2><strong>6. IKEA<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cTo create a better everyday life for the many people.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The focus is on making \u201ceveryday life\u201d better for customers rather than just selling furniture<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The phrase \u201cmany people\u201d makes a huge company seem more accessible to a broad range of customers<\/span><\/li>\n<\/ul>\n<h2><strong>7. Cochlear<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cWe help people hear and be heard. We empower people to connect with others and live a full life.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">We help transform the way people understand and treat hearing loss.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">We innovate and bring to market a range of implantable hearing solutions that deliver a lifetime of hearing outcomes.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Successfully demonstrates the company\u2019s major impact on people\u2019s lives<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Highlights the company\u2019s drive to innovate<\/span><\/li>\n<\/ul>\n<h2><strong>8. TED<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cSpread ideas.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Highly effective message conveyed in just two words<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Successfully hones in the core purpose of TED Talks: to spread ideas<\/span><\/li>\n<\/ul>\n<h2><strong>9. LJ Hooker<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cWe are pushing the boundaries, connecting, sharing, learning, creating and doing whatever it takes to be the best in real estate with our customers at the centre of everything we do.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The customer is the core focus<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Highlights the company\u2019s ongoing quest for improvement by \u201cpushing the boundaries\u201d and \u201cdoing whatever it takes to be the best\u201d<\/span><\/li>\n<\/ul>\n<h2><strong>10. Spotify<\/strong><\/h2>\n<p><i><span style=\"font-weight: 400;\">\u201cTo unlock the potential of human creativity \u2014 by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.\u201d<\/span><\/i><\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focuses on both core customer groups: the artists and the listeners<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Takes an abstract concept i.e. \u201cunlocking the potential of human creative\u201d and applies it to the real world i.e. enabling artists to live off their art.<\/span><\/li>\n<\/ul>\n<p><strong>RELATED: <\/strong><a href=\"https:\/\/www.yellow.com.au\/business-hub\/6-new-years-resolutions-for-your-business\/\"><strong>6 New Year\u2019s resolutions for your business.<\/strong><\/a><\/p>\n<h2><strong>How to write a mission statement.<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">When writing a mission statement, remember that it should be tailored specifically to your business. Make sure to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be realistic (and therefore authentic)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Describe a clear benefit to your target customer<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be motivational and\/or solve a problem<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Before you get started, consider the following questions:<\/span><\/p>\n<p><b>What does your business do?<br \/>\n<span style=\"font-weight: 400;\">At its core, what is the purpose of your business? Aim to describe the customer need your business fulfils. For example, a garden centre\u2019s mission statement might be &#8220;We sell beautiful gardens&#8221; instead of &#8220;We sell plants and accessories&#8221;. <\/span><\/b><\/p>\n<p><b>How does your business achieve its goals?<br \/>\n<span style=\"font-weight: 400;\">List your business\u2019 core values and how you use them to achieve your goals. For example, a caf\u00e9\u2019s mission statement could be \u201cWe use the finest quality fair trade beans to serve the best coffee in Australia\u201d.<\/span><\/b><\/p>\n<p><b>Why does your business do what it does?<br \/>\n<span style=\"font-weight: 400;\">Think about the passion behind your business and why you started it in the first place. Let\u2019s say you\u2019re a childcare centre owner. In this case, the drive behind your business might be \u201cto provide an educational framework that enables children to experience success in learning and life.&#8221;<\/span><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Answering these questions will help you drill down to the core what, how and why of your business, and pinpoint its fundamental appeal to customers. Once you\u2019ve created your mission statement, you can start to define relevant strategies and processes that apply to everything from your staffing policy to your store design. This all culminates to allow you to abide by your mission statement on a daily basis.<\/span><\/p>\n<p><b>Looking for support with marketing and growing your business? Find out more about Yellow Pages&#8217; services by visiting our\u00a0<\/b><a href=\"https:\/\/www.yellow.com.au\/#products\"><b>product pages<\/b><\/a><b>\u00a0or requesting a\u00a0<\/b><a href=\"https:\/\/e.yellow.com.au\/call-me-back\"><b>call back<\/b><\/a><b>\u00a0from one of our expert team.<\/b><\/p>\n","protected":false},"author":15,"featured_media":1620,"parent":0,"menu_order":0,"template":"","class_list":["post-1616","hub","type-hub","status-publish","has-post-thumbnail","hentry","small-business-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.0.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Company mission statement examples to inspire you | Yellow Pages<\/title>\n<meta name=\"description\" content=\"Ready to transform your business with a new mission statement? 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