Brand mission: Definition, importance & more

Do you have a brand, and have you already settled on its purpose? Then, it is time to set a mission. Your brand has an image that needs to be maintained and shown to your customers in the ways you are doing it. The mission will let your customers know what your brand's values and goals are. 

If you want to learn more about the brand's mission to game up with your brand strategy and finally be able to create it for your company, this article will help you analyze the steps to take. You will see a brand's mission, importance, the difference between its mission and vision, and many more questions; let’s start.

Let’s start with the basics: What is a brand mission?

The brand mission is the actions that your brand is based on and ideals with what the brand does, the ways it takes, and the company’s purpose and motivation behind these actions. 

The mission and vision statements can be created in this way because it is a must if you have a brand to show your target audience and your team members what you aim for and expect from it. It deals with the brand's purpose and the road that it takes. It is not a statement but a long-term mission, a way to bring inspiration and innovation to the market. 

Importance of the brand mission

You have seen what the brand mission means for the brands in the market and for the customer. There are more important aspects to be considered since it will help your brand to:

3 Reasons why brand mission matter

🪪 Establish an identity: It is what makes your brand unique. Your brand needs to be distinguished from the others in the market, it will help you to grow into the hearts and minds of your customers. 

🔗 Bond with the customers: The connection that you created, whether with social media or by feeding this in everyday life, by not forcing them to buy the brand's goods but by settling that connection before the purchase. 

💓 Gain loyal customers: The brand mission will create a continuous relationship with your product or service and your customer in the long run and help you establish a trustable ground with your values in front. In these ways, your company will be known by your customers for what it is serving behind its name, spread your ideas, and gain universally accessible values. 

Brand mission vs. Brand vision

Brand mission vs. vision can be confusing for most. The brand and its mission are concerned with today and value what to offer now, while the brand vision concerns the future. The brand mission will be the reflection of your brand’s approach, while the vision of it will be the outcome, in the long run, of that approach for your brand. 

15+ best brand mission statements

The brand mission is about your brand's promise in terms of its goals, plans to reach the target customer, and openness. It mainly deals with showing the real purpose and desired impact on the audience. This statement of the brand can vary over the years; it can show differences and expand from what was promised before. In this part, you will see world-known brand’s mission examples;

1. IKEA

‘’ At IKEA, our mission is to offer 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. ‘’

With IKEA’s statement, the audience gets an idea of what the brand is serving. Also, by mentioning the prices and design, the brand makes a stronger statement about low cost and quality overall. 

2. Google

“Google's mission is to organize the world's information and make it universally accessible and useful. ‘’

Google’s promise is clear and straightforward so that the target audience knows what to expect from the brand. In that sense, it is information that is expected to be accessible worldwide. 

3. Nike

‘’ To bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete. ‘’

Nike’s statement is a great way to demonstrate the brand's mission since the brand’s purpose is to state the goal it wants to achieve and the difference it can make. 

4. Starbucks

‘’ To inspire and nurture the human spirit— one person, one cup and one neighborhood at a time. ‘’

The statement that Starbucks uses is a way to reach the target audience by making them feel as if the brand is familiar to them, using' neighborhood' and emotional language as a plus. 

5. Tesla

‘’ To accelerate the world’s transition to sustainable energy. ‘’

Even though Tesla is a car brand, rather than having a mission statement about cars, it focuses on changes in the world by mentioning sustainable energy, making the audience a part of the brand and its contribution to the changes. 

6. LinkedIn

‘’ Connect the world’s professionals to make them more productive and successful. ‘’

LinkedIn's statement is very direct and understandable, making it easy to understand the brand and its purpose. 

7. Grammarly

‘’ To improve lives by improving communication. ‘’

Grammarly’s statement shows what the brand is aiming for and in what field it will be helpful to the customer. 

8. Flixbus

‘’ We drive sustainable and affordable travel for everyone. ‘’

Flixbus aims to make it possible for everyone to enjoy traveling on both a sustainable and affordable scale. With its statement, the promise is straightforward and promising. 

9. Lidl

‘’ To offer our customers the best value for money by operating our business in a simple and sustainable way. ‘’ 

Lidl’s mission statement shows the value it is giving to customers and its commitment to sustainability. It also clearly states its promise of the best. 

10. Scrub Daddy

‘’ Our goal is to design fun and efficient household tools to make daily life easier. ‘’

Scrub Daddy promises efficient, high-performance cleaning products that will make people's daily lives easier. The brand mentions the tools' fun designs, stating that having fun while doing daily chores is possible with them. 

11. TikTok

‘’ To inspire creativity and bring joy.’’ 

Tiktok's statement mentions ‘’creativity’’ and ‘’joy’’ and states that the brand’s main focus is the audience. With this promise, the target customer feels familiar and close to the brand. 

12. Pepsi

‘’ Create more smiles with every sip and every bite. By creating joyful moments through our delicious and nourishing products and unique brand experiences. ‘’ 

Pepsi has a clear statement with a positive tone because it promises that it covers not only every time you sip the beverage but every time you eat something along with it; the outcome will always be happiness and smiles with their products. 

13. Netflix

‘’ To entertain the world.’’ 

Netflix has the most straightforward mission statement, and this statement underlines the purpose of the brand.  

14. Pringles

‘’ Make every moment pop with a taste of the unexpected.’’ 

Pringles’ statement has a fun tone, and it promises that the taste of the products will amaze the customer. 

15. FujiFilm

‘’ We bring diverse ideas, unique capabilities, and extraordinary people together to change the world.’’ 

FujiFilm’s brand mission statement is very friendly and inclusive for the customer. 

How to build your own brand mission

You have seen the cruciality of having a brand mission, but while creating it, there are parts that need to be put into consideration in order to create the best one without losing the brand’s soul. These are the steps:

Steps to build your brand mission

1. Setting the aim of the brand and values

While creating a brand, there should be a pushing motivation. This will explain why your business started from the start. Hence, understanding this motivation and the purpose behind it will be the main source for your mission statement. As mentioned before, there should be values your brand is based on. The values of the brand should go along with its purpose. 

2. Knowing your target audience and the market

Your mission statement should reflect your audiences' wishes, ethics, cultures, needs, and so on. It should also be so on target that your customers can relate to it. In order to achieve this, you should be well aware of your target audience’s age, gender, and even their backgrounds. 

Creating a trusting bond with your customers will lead to long-term loyalty. Market research will help you to have information about the trends and your competitors. By learning them, you can have chances to improve yourself and set a different stand, which will make you unique in the market. 

3. Choose a clear statement

Having a straightforward mission statement will help you clearly communicate your brand's purpose to your customers. It should be based on the main purpose of the brand when creating it, its values, and a catchy, memorable sentence that will grab people's attention. 

Frequently asked questions about the brand mission

Conclusion

The brand mission is a way to establish a presence in the eyes of the customer and the market by setting your values and the brand's purpose. To achieve it, the brand should focus on a long-term work ethic by considering the customers and employees. Thanks to the brand mission that you will create, your brand will be introduced to the world through how you state your brand. 

In this article, you have learned what a brand mission is, the difference between brand mission and brand vision, the 15 most influential brands and their statements, and how to create your brand mission statement.