Corporate Mission/Vision/Values: A Short Refresher

Every few years, your organization should look at its mission, vision and values to ensure two things remain true:


  1. They are still relevant

  2. The organization is living them


While you’re doing your review, here’s some inspiration to keep in mind.


Mission: The brand’s ultimate intent

This is the articulation of what you want to do, and why you want to do it, for your consumers/target audience. Notice, in the examples below, that there are varied ways to approach this.


  • Patagonia: To build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis

Patagonia details its product standards (best), the manner in which it works (no harm) and the ultimate impact of its business (inspiration and help the environment)


  • Instagram: To capture and share the world’s moments

Instagram focuses on its business model


  • Lego: To inspire and develop the builders of tomorrow

Lego sets its sights on the user, which is the next generation


  • Annie’s: To cultivate a healthier and happier world by spreading goodness through nourishing foods, honest words and conduct that is considerate and forever kind to the planet

Annie’s states its impact on the world (healthier, happier) and the manner in which it does that (spreading goodness, honest, considerate and kind)


There is no one way to craft the ideal mission statement, but please ensure you’re being true to your culture and setting the bar high.


In the words of Richard Branson on crafting your mission statement:

“Brevity is certainly key, so try using Twitter’s 140-character template when you’re drafting your inspirational message. You need to explain your company’s purpose and outline expectations for internal and external clients alike. Make it unique to your company, make it memorable, keep it real and, just for fun, imagine it on the bottom of a coat of arms.”


Vision: Where the brand is going

This defines what future success looks like


  • American Express: To be the world’s most respected service brand

It’s not sales, it’s respect


  • Chanel: To be the ultimate house of luxury, defining style and creating desire, now and forever

Chanel strives to be the standard bearer of luxury


  • Illiteracy Program: In two decades our services will no longer be needed

The desire to put yourself out of business is a powerful one


Values: What the brand believes in

This details the brand ideals, the manner in which the brand is brought to life in its interactions with others. Some brands use single words to describe their values; Starbucks has five phrases, all emotive and reflective of what an interaction with Starbucks should feel like.


  • Starbucks
    • Creating a culture of warmth and belonging, where everyone is welcome
    • Acting with courage, challenging the status quo and finding new ways to grow our company and each other
    • Being present, connecting with transparency, dignity and respect
    • Delivering our very best in all we do, holding ourselves accountable for results
    • We are performance driven, through the lens of humanity


Get your team together and rally around your mission/vision/values. They might need a tune-up. If you’d like our assistance, be sure to give us a ring!