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Brand Strategy

100+ Inspiring Mission Statement Examples to Read Before Writing Your Own

Your vision, mission, and values are the core elements of a successful brand strategy, with your mission reminding you of what you're doing on a day-to-day basis to achieve your overall vision.

Writing a mission statement can be difficult, so if you’re feeling stuck, have writer’s block, or just need a dose of inspiration, here are over 100 examples in alphabetical order to get you started!

And if you're looking for vision statement examples, you can find those here.

AARP

To empower people to choose how they live as they age.

ADOBE

To move the web forward and give web designers and developers the best tools and services in the world.

AIRBNB

To create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive and sustainable.

AIR NEW ZEALAND

Supercharge New Zealand’s success socially, economically and environmentally.

ALIBABA GROUP

To make it easy to do business anywhere.

AMAZON

Serve consumers through online and physical stores and focus on selection, price, and convenience.

AMERICAN DIABETES ASSOCIATION

To prevent and cure diabetes and to improve the lives of all people affected by diabetes.

AMERICAN HOSPITAL ASSOCIATION

To advance the health of individuals and communities. The AHA leads, represents and serves hospitals, health systems and other related organizations that are accountable to the community and committed to health improvement.

AMERICAN RED CROSS

Prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

AMNESTY INTERNATIONAL

Research and take action to prevent and put an end to grave abuses of human rights - whenever and wherever they occur.

APPLE

To bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world.

ASANA

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

ASPCA

To provide effective means for the prevention of cruelty to animals throughout the United States.

AUDUBON

To conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth’s biological diversity.

BBC

To enrich people’s lives with programmes and services that inform, educate and entertain.

BEST FRIENDS ANIMAL SOCIETY

To bring about a time when there are No More Homeless Pets

BOY SCOUTS OF AMERICA

To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.

CANVA

Empower everyone in the world to design anything and publish anywhere.

CARE

To serve individuals and families in the poorest communities in the world.

CHARITY: WATER

Bringing clean, safe drinking water to people in developing countries.

CISCO

Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

CLEVELAND CLINIC

Caring for life, researching for health, educating those who serve.

COCA COLA

Refresh the world. Make a difference.

CONVERTKIT

To help creators earn a living online.

CREATIVE COMMONS

Develops, supports, and stewards legal and technical infrastructure that maximizes digital creativity, sharing, and innovation.

DEFENDERS OF WILDLIFE

The protection of all native animals and plants in their natural communities.

DELIVEROO

Transform the way customers eat

DISNEY

To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.

DOCTORS WITHOUT BORDERS (MÉDECINS SANS FRONTIÈRES)

To provide lifesaving medical care to those most in need.

DOVE

Help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realise their full potential.

DUCKS UNLIMITED

Conserves, restores, and manages wetlands and associated habitats for North America’s waterfowl. These habitats also benefit other wildlife and people.

ENVIRONMENTAL DEFENSE FUND

To preserve the natural systems on which all life depends.

FACEBOOK

Give people the power to build community and bring the world closer together.

FEEDING AMERICA

To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.

GOOGLE

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

GREENPEACE

Greenpeace is an independent campaigning organisation, which uses non-violent, creative confrontation to expose global environmental problems, and to force the solutions which are essential to a green and peaceful future. Greenpeace’s goal is to ensure the ability of the earth to nurture life in all its diversity.

HABITAT FOR HUMANITY

To mobilize volunteers and partners in providing opportunities for families to achieve affordable and sustainable home ownership as a means of breaking the cycle of poverty and strengthening communities.

HEIFER INTERNATIONAL

End hunger and poverty while caring for the Earth

HUBSPOT

Helping millions grow better.

HUMAN RIGHTS CAMPAIGN

To achieve LGBTQ equality

THE HUMANE SOCIETY

We fight the big fights to end suffering for all animals.

IKEA

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.

INSTAGRAM

Capture and Share the World’s Moments.

INTEL

We engineer solutions for our customers’ greatest challenges with reliable, cloud to edge computing, inspired by Moore’s Law.

IN TOUCH MINISTRIES

To lead people worldwide into a growing relationship with Jesus Christ and to strengthen the local church.

INVISIBLE CHILDREN

We exist to end violent conflict and foster thriving ecosystems in solidarity with our world’s most at-risk communities.

INVISION

Bring design-driven innovation to every organization

JDRF

Improving lives today and tomorrow by accelerating life-changing breakthroughs to cure, prevent and treat T1D and its complications

KAJABI

Empower knowledge entrepreneurs who are serious about their business to achieve success online.

KICKSTARTER

To help bring creative projects to life

KIVA

To connect people through lending to alleviate poverty.

LEGO

Inspire and develop the builders of tomorrow. Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility.

LEUKEMIA & LYMPHOMA SOCIETY

Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families.

LINKEDIN

To connect the world’s professionals to make them more productive and successful.

LIVESTRONG

Which everyday cancer problem will we fix today?

L'OREAL

To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

LYFT

Improve people’s lives with the world’s best transportation.

MAKE-A-WISH

Together, we create life-changing wishes for children with critical illnesses.

MARCH OF DIMES

Prematurity is the #1 killer of babies in the United States. We are working to change that and help more moms have full-term pregnancies and healthy babies.

MAYO CLINIC

Inspiring hope and promoting health through integrated clinical practice, education and research.

MEDIUM

To deepen readers' understanding of the world and to empower writers to share their best work and biggest ideas.

MICROSOFT

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

MOMA

To share great modern and contemporary art with the public

MONDAY.COM

To empower teams to reach their full potential

MONTEREY BAY AQUARIUM

To inspire conservation of the oceans.

Ready to write your own?

NASA

Drive advances in science, technology, aeronautics, and space exploration to enhance knowledge, education, innovation, economic vitality, and stewardship of Earth.

NATIONAL GEOGRAPHIC SOCIETY

Using the power of science, exploration, education and storytelling to illuminate and protect the wonder of our world.

NATIONAL MULTIPLE SCLEROSIS SOCIETY

People affected by MS can live their best lives as we stop MS in its tracks, restore what has been lost and end MS forever.

NATIONAL PARKS CONSERVATION ASSOCIATION

To protect and enhance America’s National Park System for present and future generations.

NATIONAL WILDLIFE FEDERATION

Uniting all Americans to ensure wildlife thrive in a rapidly changing world.

THE NATURE CONSERVANCY

To conserve the lands and waters on which all life depends.

NEW YORK PUBLIC LIBRARY

To inspire lifelong learning, advance knowledge, and strengthen our communities.

NIKE

Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

NO KID HUNGRY

Ending childhood hunger by ensuring that kids get the food they need, like healthy breakfast at school and free meals during the summertime.

NPR

To work in partnership with member stations to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.

OXFAM

We fight inequality to end poverty and injustice.

PATAGONIA

We're In Business To Save Our Home Planet.

PAYPAL

Democratize financial services for people all over the world

PHILIPS

Improving people’s lives through meaningful innovation.

PINTEREST

To bring everyone the inspiration to create a life they love.

PODIA

Building the most creator-friendly platform on the planet to help people sell online courses, memberships and digital downloads.

PUBLIC BROADCASTING SYSTEM (PBS)

Serving the American public with programming and services of the highest quality, using media to educate, inspire, entertain and express a diversity of perspectives

RONALD MCDONALD HOUSE

Create, find, and support programs that directly improve the health and well-being of children and their families.

THE ROTARY FOUNDATION

To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty.

SAN DIEGO ZOO

Saving species worldwide by uniting our expertise in animal care and conservation science with our dedication to inspiring passion for nature.

SAVE THE CHILDREN

To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives.

SHOPIFY

Making commerce better for everyone

SKILLSHARE

Reunite learning with education and make it accessible to every single person on this planet. Anyone can learn anything, at any age, at an affordable cost, anywhere in the world.

SLACK

Make work life simpler, more pleasant and more productive.

SMITHSONIAN

The increase and diffusion of knowledge.

SONY

Fill the world with emotion, through the power of creativity and technology.

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 it.

SQUARESPACE

Help people with creative ideas stand out and succeed

STARBUCKS

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.

STRIPE

To increase the GDP of the internet

SUSAN G KOMEN

Save lives by meeting the most critical needs in our communities and investing in breakthrough research to prevent and cure breast cancer.

TEACH FOR AMERICA

To enlist, develop, and mobilize as many as possible of our nation’s most promising future leaders to grow and strengthen the movement for educational equality and excellence

TED

Spread ideas.

TESLA

Accelerate the world’s transition to sustainable energy

TIKTOK

Inspire creativity and bring joy

TRIPADVISOR

To help people around the world plan and have the perfect trip.

TUMBLR

Where your interests connect you with your people

TWITTER

To give everyone the power to create and share ideas and information instantly, without barriers.

UBER

Bring transportation — for everyone, everywhere

UNITED NATIONS

The maintenance of international peace and security.

USO

Strengthening America’s military service members by keeping them connected to family, home and country, throughout their service to the nation

WARBY PARKER

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

WEBFLOW

Enabling everyone to create for the web — and leading fulfilling, impactful lives while we do it.

WORLD VISION

To follow our Lord and Saviour Jesus Christ in working with the poor and oppressed to promote human transformation, seek justice and bear witness to the good news of the Kingdom of God.

WOUNDED WARRIOR PROJECT

To honour and empower wounded warriors.

XERO

Helping small businesses thrive worldwide.

There are countless more businesses with mission statements around the world, and I will continue to update this list, but I hope that these initial 100+ inspire you when writing your own!

Ready to write your own?

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Hollie stands resting her hands on the white desk behind her, wearing a black t-shirt tucked into orange pants and clear glasses, and smiling into the camera.

by hollie arnett

The brand coach for creatives, hand-lettering artist for herself, and cup of tea lover forever.

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