100+ Examples of Mission Statements from Brands Around the Globe

Take the time to think through your brand's mission statement

A mission statement is a representation of the organization where the company declares what it wants to achieve. A well-crafted mission statement is a belief that a business has in itself and a crucial step in your branding strategy. It may be a slogan, a single sentence statement, or a multi-sentenced statement. They are generally 1 to 3 sentences long and don't exceed 100 words.

Below are a few steps one can take to start crafting their mission statement.

  1. Outline the purpose of the company. What is the role your company is playing in society? How does its service or product make a difference in people’s lives? Why are you in the business?
  2. Identify your target audience. Who are your prospective customers? What can you do to appeal to them? What gets their attention? What is their demographic information? Why should they choose you?
  3. Study the mission statements of companies that are getting positive results. How long are they? Are the mission statements detailed? Do the mission statements synchronize with what the company is actually delivering?
  4. Find out the mission statements of your competitors. Who are your competitors? What are the mission statements they are using to call out to the audience? How do you stand out from them? How do you distinguish yourself from your competitors in a subtle way?
  5. Outline your main service to people. What problems do you solve and the service you provide so that people will choose you? How can you state your service being as brief as possible?
  6. Collaborate with team to craft a concise, precise, and inspiring mission statement. Use the team effort of the team members to derive an impactful mission statement after thorough research of the market, competitors, service, and audience.
  7. Revisit the mission statement. Revisit the mission statement in a decided time frame and make necessary changes. Also, leave room for future improvements and changes.

To help you come up with the mission statement for your company, we have laid out mission statement examples from companies across different industries.

01. Fashion

clothing rack fashion brands

Ralph Lauren

"To inspire the dream of a better life through authenticity and timeless style."

Gucci

"To become the leader in the luxury market at a worldwide level."

Warby Parker

"To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses."

ROLEX

To major in designing, manufacturing, distributing, and servicing high-quality wristwatches to their customers all over the world.

Tom Ford

"To provide our customers a unique, desirable product with the highest quality and the greatest standard of service through luxury, comfort, and constant improvement."

02. Beauty

beauty make up clean skincare

L’Oréal

"Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety to satisfy all their desires and all their beauty needs in their infinite diversity."

Dior

"To create an environment that is fun, welcoming, and that encourages customers to tap into their creativity and explore their personal styles."

Nude by Nature

"To create plant-based, artisanal products with exciting scent combinations and without the use of harsh chemicals."

Unilever

"To add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life."

MAC Cosmetics

"To be the world’s leading make-up authority among both professional make-up artists and consumers. To meet customers for superior quality services and to provide a secure & challenging work environment for all employees."

03. Gaming

playstation game controller

Nintendo

"We believe it is essential not only to provide products of the highest quality but to treat every customer with attention, consideration, and respect."

Sony

"To be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content, services, and relentless pursuit of innovation drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can."

Nvidia

"To provide the latest NVIDIA news on products, technologies, and events. To highlight and engage with our fans."

HBG gaming

"To create safe, regulated, and responsible entertainment with a positive impact on society."

Tencent

"Promote technology innovation and cultural vitality; help industries digitally upgrade; collaborate for the sustainable development of society."

04. Technology

google apple microsfot laptop tech

Microsoft

"To empower every person and every organization on the planet to achieve more."

Intel

"Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth."

Apple

"To bringing the best user experience to its customers through its innovative hardware, software, and services."

Google

"To organize the world’s information and make it universally accessible and useful."

GoDaddy

"We are here to help our customers kick ass. We do that by living our strategy and ruthlessly prioritizing our work to create simple elegant technology that delights our customers – all while delivering service that is second to none. Every single day, we join forces across teams and groups to break down barriers, build new markets and stare down the impossible until the impossible blinks."

LinkedIn

"Connect the World’s professionals to make them more productive and successful."

Instagram

"To capture and share the World’s moments."

Vodafone

"To enrich our customer's lives through the unique power of mobile communication."

05. Lifestyle

hiking wildlife lifestyle girl sitting in hammock

Patagonia

"We’re in business to save our home planet."

Volcom

"We were born to chase what we are true to. We make decisions for the long term based on quality and integrity."

Red Bull

"Giving wings to people and ideas."

Ikea

"Offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them."

Vans

"The original action sportswear company grounded in youth, authenticity, and individual style."

06. Art

colorful abstract art

Contemporary Visual Arts Network (CVAN)

"To support and promote the visibility and resilience of the contemporary visual arts ecology in England, advocating for our regional art institutions, spaces, and artists, and working for a sustainable future for our world-class contemporary visual arts sector."

Eastern Kentucky University (EKU) Department of Art and Design

"Making the arts accessible, inclusive, and meaningful through diverse approaches to creative and technological innovation, integrated with visual, aural, and written communication."

Nevue Fine Art Marketing (NFAM)

"To share helpful information on creating, marketing, and selling art for artists of all"

The Met

"The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards."

CalArts

"To develop the skills and personal drive to reach their creative potential, question received ideas, and expand forms of knowledge and experience in the world. CalArts challenges artists to create work that matters globally to the state of culture today and in the future."

07. Education

Bookstore education learning

Stanford University

"To extend the frontiers of knowledge, stimulate creativity, and solve real-world problems, prepare students to think broadly, deeply, and critically, and contribute to the world, and deploy Stanford’s strengths to benefit our region, country, and world."

Harvard University

"To educate the citizens and citizen-leaders for our society. We do this through our commitment to the transformative power of a liberal arts and sciences education."

Grammarly

"To improve lived by improving communication."

Massachusetts Institute of Technology (MIT)

"To advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century."

Cambridge University

"To maintain a Department that is regarded as equal to any in terms of its relevance of teaching and research, its quality of support and facilities, and the learning opportunities and working experience it offers."

08. Music

music headphones yellow

Spotify

"To unlock the potential of human creativity 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 these creators."

Original Allstars Music

"To give young people across the UK the chance to experience the many facets of music in an environment that they feel safe, supported, and inspired."

Ray's Midbell Music

"To serve our community so well, they thank us for existing."

YouTube

"To give everyone a voice and show them the world."

Warner Music Group

"It is the mission of every member of the WMG team around the world to create a nurturing environment for artists, songwriters, and fellow employees at every stage of their career."

09. Entertainment

Netflix TV Entertianment

Disney

"Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative, and profitable entertainment experiences and related products in the world."

Netflix

"We promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact."

Facebook

"To give people the power to share and make the world more open and connected."

Tumblr

"To empower creators to make their best work and get it in front of the audience they deserve."

10. Food

starbucks logo storefront

Burger King

"Offer reasonably priced quality food, served quickly, in attractive, clean surroundings."

McDonald

"To be our customer’s favorite place and way to eat and drink."

Starbucks

"To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time."

Whole Foods

"Whole foods, Whole People, Whole Planet."

Cadbury

"Cadbury means quality; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered."

11. Consulting

two men consulting

Accenture

"To deliver on the promise of technology and human ingenuity."

McKinsey & Company

"To help our clients make distinctive, lasting, and substantial improvements in their performance and to build a great firm that attracts, develops, excites, and retains exceptional people."

Bain & Company

"To help our clients create such high levels of value that together we set new standards of excellence in our respective industries."

PWC

"To build trust in society and solve important problems."

12. Photography

camera lens photography

Matterport

"To digitize and index the built world."

Jordi Studio

"To please you in every way possible with our photography as well as our video, to capture every emotion and detail to make your moments unforgettable."

Drian Studio

"To be dedicated to creativity, superior quality, exceptional service, and honest value in photography."

Black River Photography studio

"To use tried and true as well as modern methods and techniques, combined with state-of-the-art equipment, in the hands of skilled artists, in order to provide you with the best service possible."

Miami Holiday Photography

"Providing top-notch service and great photographs to everyone who comes through the door. We do this because you deserve it."

13. Restaurant

restaurant table food

Cheesecake factory

"To create an environment where absolute guest satisfaction is our highest priority."

Dairy Queen

"To create positive memories for all who touch Dairy Queen."

Subway

"To be the world’s favorite destination for discovering great value and unique selection."

Wendy

"To deliver superior quality products and services for our customers and communities through leadership, innovation, and partnerships."

Taco Bell

"To take pride in making the best Mexican-style fast food by providing quick, friendly, and accurate service."

14. Sport

track runner sport

Nike

"Create ground-breaking sports innovations, and make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work."

Adidas

"To be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle and continuously strengthening our brands and products to improve our competitive position."

Puma

"To be the fastest sports brand in the world."

15. Construction

construction company

Bechtel

"Helping customers deliver projects that enable current and future generations to thrive."

Caterpillar

"To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility."

VINCI

"Design, finance, build and operate infrastructure and facilities that help improve daily life and mobility for all."

16. Jewelry

wedding ring jewelry

Sif Jakobs

"To create sophisticated and fashionable jewelry which combines elegant design with high quality."

Titan

"A pioneering spirit and a caring, value-driven culture that fosters innovation, drives performance, and ensures the highest global standard in everything we do."

Tiffany & Co

"To be the world’s most respected jeweler."

Hermes

"Supply high-quality Russian made products at affordable prices with high quality of service to emerging markets."

17. Fitness

apple watch heartbeat fitness health

Fitbit

"To empower and inspire you to live a healthier, more active life. We design products and experiences that fit seamlessly into your life so you can achieve your health and fitness goals, whatever they may be."

Amer sports

"To provide everyone from first-time participants to professional athletes with the world’s best sports and fitness equipment, footwear, and apparel."

BPI Sports

"We are passionate about health and fitness-abut being the best version of ourselves- achieving our won fitness goals and helping you achieve yours."

Inform Fitness

"Maximize our clients’ strength, without compromising their health or risking injury. The InForm Fitness team will provide a no-nonsense, sustainable regimen of strength training enabling our clients to overcome barriers to health and fitness and fulfill their physical potential throughout their lifetime."

18. Retail

shopping carts

Amazon

"We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience."

Walmart

"To save money so they can live better."

Costco

"To continually provide our members with quality goods and services at the lowest prices."

The Home Depot

"To provide the highest level of service, the broadest selection of products, and the most competitive prices."

19. Apparel

clothing rack

Versace

"Versace will pursue its sales goals on national and international markets through the offer of fashion, luxury, and high-quality products at competitive conditions and in compliance with laws designed to protect competition."

Burberry

"To maintain the integrity and vitality of their brand, at the same time, continue to develop the business which remains relevant to ever-evolving markets and consumer tastes."

The North Face

"Provide the best gear for our athletes and the modern-day explorer, support the preservation of the outdoors, and inspire a global movement of exploration."

Nordstrom

"To continue our dedication to providing a unique range of products, exceptional customer service, and great experiences."

20. Real Estate

birds eye view community homes houses

Douglas Elliman Real Estate

"To be the leading Real Estate and homeowner service company from Manhattan to Montauk, always exceeding our customers’ expectations."

Inspirited Real Estate Services

"We exist to provide world-class services in the area of our competencies that leave our clients happy and thoroughly satisfied."

The Agency

"To modernize and progress the experience of buying and selling real estate by cultivating a spirit of collaboration, innovation, and integrity."

The Loken Group

"To inspire a positive, lasting impact."

Chantel Ray Real Estate

"To glorify God by putting our clients’ interests above our own, providing the highest level of honesty and expertise."

21. Health

healhy nutrition

Vega

"To set best ethical practices in Pharmaceutical marketing. Work tirelessly to provide better life by delivering products of the best quality at an affordable price so that our customers will receive superior value. Provide a better opportunity to the country’s technical and qualified personnel by creating jobs and recognition. To be a market leader in our chosen fields through innovative and valued medicine. Provide a profitable return to all stakeholders."

WHO

"To advocate and catalyze global and country actions to resolve the human resources for health crisis, to support the achievement of the health-related millennium development goals and health for all."

Kellogg

"To nourish families so they can flourish and thrive."

Arbonne

"We empower people to flourish with sustainable healthy living."

Universal Health Services

"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."

22. Finance

dollar signs

Bank of China

"Be a leading provider of quality services consistently delivered to institutions, entrepreneurs, and individuals here and abroad, to meet their financial needs and exceed their rising expectations.

Lexmark

"To deliver unsurpassed service and products that provide unmatched value in the eyes of our customers.

BPIMS finance

"To bring security and safety to people and businesses around the world, and make a lasting contribution to the enrichment of society. Provide the finest products and services and realize customer satisfaction. Continuously improve our business, thereby meeting stockholder’s expectations and earning their trust. Provide our employees and environment for challenges, incentives, and professional growth."

Coinbase

"To create an open financial system for the world."

22. Healthcare

healthcare thermometer hospital

Alzheimer’s Association

"To end Alzheimer's and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support."

Grace Health

"To provide patient-centered healthcare with excellence in quality, service, and access."

Fox Chase Cancer Center

"To prevail over cancer by marshaling hearts and minds in bold scientific discovery, pioneering prevention, and compassionate care."

St. Jude Children’s Research Hospital

"To advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment. Consistent with the vision of our founder Danny Thomas, no child is denied treatment based on race, religion, or a family's ability to pay."

Kaiser Permanente

"To provide high-quality, affordable health care services and to improve the health of our members and the communities we serve."

23. Automobile

tesla red car

Tesla

"To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles."

Ford

"To make people's lives better by making mobility accessible and affordable."

Audi

"Consistently Audi."

BMW

"To be the most successful premium manufacturer in the industry."

Toyota USA

"To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America."

Craft Your Own Mission Statement

Now you're ready to craft your own mission statement which is an important component of your brand story. Sign-up with ZeBrand to establish your brand narrative.

100+ Examples of Mission Statements from Brands Around the Globe