How to write a killer brand mission statement

Your mission statement is the heart of your business. It’s your WHY, it’s the driving catalyst behind your every business decision, social media posts, and blog article. It’s visible through your everyday communication, in your brand voice, and it serves as a guiding principle as you build and grow your brand. In this post, I'm sharing tips about writing a killer brand mission statement that will help you stand out and make your dream customers fall in love with you instantly.


First of all, let's start with a little definition — what is a brand mission statement?

To put it simply, your brand mission statement explains why you started on this journey in the first place. It defines the purpose behind your services and products and explains how you will impact the world around you. A great brand mission statement clearly states what you do for others and how you do it as well as outlines the path you will follow to achieve your business and brand vision.

Why do you need a brand mission statement?

Your brand mission statement will guide every decision that you make in your business. It will help you explain clearly what you do and who you do it for and provide you with an opportunity to immediately answer “what do you do” question.

Your brand mission statement will also guide your everyday communication. This includes:

  • how you communicate with your clients

  • how you come across in social media, in your articles, in your newsletters, in your videos, podcasts — whatever you use to get in front of your audience.

Learn how to write an awesome brand mission statement that gets you noticed and attracts your dream clients. #branding #smallbusiness #missionstatement

There are a few key characteristics that make an awesome brand mission statement:

  • Your brand mission statement should be short and precise

  • It should inspire you and your team members if you have them

  • It should be easy to remember

  • It should anchor your brand promises and values

  • It should align with your personal and business values, your passions, and your aspirations

  • It should be jargon and fluff-free

Your brand mission statement should also be timeless which means it should stand the test of time and accurately represent your business now, tomorrow, and ten years down the road.

Pardon the interruption but I have a really important question.

Why waste time DIY-ing all of this when you could be doing the thing you do best? You know, coming up with a marketing strategy for your client, planning the next photoshoot or just chillin’ with your kiddos at the beach? Take a break and let me handle what I do best so you can get back to your business.

Brand mission statement examples from famous brands

Below, I want to share with you a few examples of brand mission statements from famous brands.


“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”


“Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”


“To help humanity thrive by enabling all teams to work together effortlessly.”


“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

Medecine Sans Frontieres (Doctors Without Borders)

“To help people worldwide where the need is greatest, delivering emergency medical aid to people affected by conflict, epidemics, disasters or exclusion from health care.”

How to write a powerful brand mission statement

So now that we've covered what your brand mission statement should be, let's talk about how to create one.

First, consider what do you do.

You want to be perfectly clear on what you do here so avoid the temptation of trying to sound all fancy and giving yourself a title other people won't understand. use language that's easy to understand, that's jargon and fluff-free.

Next up, you want to be clear on who you provide this service for.

You want to identify that group of people that you love working with because that's how they're going to know that they're in the right place when they land on your website or come across your social media profile.

Then, consider what is your differentiating factor -- what makes you different from another person who provides the same type of service?

For example -- if you're a business coach, what makes you different from another business coach? If you're a virtual assistant what makes you different from any other virtual assistant out there?

Be clear on why do you provide this service, why does that matter to you?

If you're a health and business and health coach, why is it important for you to provide your health consulting or coaching services to the type of people that you like working with? What does that do for you? What does it do for them? Focus on them and why do you do it but do make sure you are clear on why do you do it for yourself so that you can show your passion for it and let that passion shine and speak for itself.

Next, consider what would happen if your business was no longer here.

What would that do to the people you serve and what would it do to you personally? What would they lose in their life if your business is stops to exist?

Knowing this will help you show them on what they will be missing out on if they choose not to work with you. You will be able to hone in on those pain points that you're trying to solve which can be the catalyst towards triggering them to working with you.

The last tip that I have for you is to use words that will inspire people to take action and get them motivated to get to know more about your business, to sign up, to actually start making a connection with you.

You want to use words that will make people resonate with those words and your mission statement so that they can feel they have found a kindred spirit and want to follow you because you make them feel happy, inspired, invigorated, alive... however you want them to feel after interacting with you.

At the end of the day, don't forget to live your brand mission statement every day.

By living it every day, you will be able to not only become more connected with it but you will be able to show it better and elaborate on it and just let others see what you really stand for and how you're going to make their lives better.

If you need a little help getting clear on your brand mission statement I can help. I've created a brand mission statement formula worksheet which will help you home in on your brand mission statement and start attracting the dreamiest of clients. I’ve also included 6 places where you can include your brand mission statement to put it to work immediately. To download it, simply enter your email address below and I'll send it your way ASAP.

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Hi, I’m Ana, your friendly neighborhood commander in geek on a mission to help you get a stunning online presence and get rid of tech overwhelm so you can stop wasting time on things that aren’t your forte and start focusing on things that will move your business forward.

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Download your FREE brand mission statement worksheet and learn how to create a brand mission statement that gets you noticed. #branding #smallbusiness #brandedbossbabe
Download your FREE brand mission statement worksheet and learn how to create a brand mission statement that gets you noticed. #branding #smallbusiness #brandedbossbabe