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Creating Effective Mission Statements That Have Meaning and Function

Posted by Nolan Wilson

on Wed, Jun 4, 2014 @ 09:17 AM

Do you have a mission statement for your business? If you do, can you recite it? When is the last time you thought about your mission?

If you can’t recall, then it’s probably not as strong a mission statement as you anticipated creating. However, you are not alone! The truth is that most companies either don’t have a mission statement, or have one filed away somewhere and haven’t thought about it for years.

Create effective mission statements

Mission statements can be a very effective business tool if you know how to write them and implement them.


How to Craft an Effective Mission Statement

A strong mission statement can help to define your company and guide you strategically as you grow and evolve over time. This is why it is so important to craft a strong and specific mission statement that speaks to who you are as a company, what you stand for, and what you want to achieve.

To create a mission statement that you can use as a reference point for your company, you need to spend time thinking about and defining what your company really represents. Here are some tips for crafting an effective mission statement:

  • Make it personal: Generic mission statements have no meaning. Copying a mission or using a template version has no real meaning and will serve no real purpose for your company. Your mission needs to be personal and reflect your values as a company leader and organization as a whole.

  • Keep it simple and straightforward: You don’t need to use long words and fancy language. Keep your mission statement simple and meaningful. People should be able to understand your mission when they read it.

  • Make it focused and specific: Mission statements help you define what you will achieve. It’s important to drill down and be as specific as possible.

  • Rewrite and refine: Don’t be afraid to rewrite your mission statement multiple times. Work on it until you feel it represents everything you want it to. Stop working on it when it feels right.

As stated in What Martin Luther King Can Teach Us About Marketing, mission statements are about the present. They are about what you do and how you do it, and they are about how you will execute your vision. 

When thinking about your mission statement, it is important to ask yourself these questions:

  • What does our company do?

  • How do we operate?    

  • What do we stand for? What are our core principles?

  • Who are our customers, and how do we serve them?

  • What value do we offer as a company?

These questions will help you define the overall framework and purpose for your business. It will also help to set expectations for your employees, business partners, and customers.


Live Your Mission Statement

For your mission statement to actually have an impact on your business, you need to live and breathe your mission. This means that you need to treat it as a working document. It’s dynamic, and it is something that can evolve as your organizational culture takes shape, as you define business strategies, and as your values change over time.

If you don’t regularly refer to your mission statement when making business decisions and defining strategies, it’s just a piece of paper with no real meaning. You can’t just write it down and forget about it. A strong and effective mission statement should be reflected in everything you do as a company, and it should be your main reference for who you are and what you do as a company.


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Nolan Wilson
Manager/Content Development

Nolan helps businesses plan, strategize and create content to support inbound marketing campaigns. He keeps up with the latest trends and developments in content development and SEO to ensure your content meets the ever-changing standards of Google and is positioned to help you exceed your online marketing objectives.

Let WhiteSpace handle your content so you can focus your time on what you do best – Successfully running your business.



Written by Nolan Wilson

Nolan is an avid writer, go figure! But more specifically, writing inbound online is his passion, and he's really, really good at it. You can follow Nolan on Twitter.
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