Branding Tips: Mission Statement Formula and Examples

What is a mission statement?

A mission statement is 1–2 sentences that tells your audience what you are here to do today, what makes you different and how you will deliver on your purpose.

Crafting the Perfect Mission Statement

To craft the perfect mission statement answer the questions below. When you are done create 1–2 sentences that sum up your answers.

1. What do you do?
2. What makes you different?
3. How will you deliver on your purpose?
4. How will you create that future?

Mission Statement Template

If you don’t want to create a mission statement from scratch you can fill in our template below.

At (Company Name), our mission is to (feeling or benefit) and (feeling or benefit) through (how you will do it).

10 Examples of mission Statements

1. MeUndies

At MeUndies, our mission is to inspire confidence and individuality through fun and comfortable underwear, because when you feel good anything is possible. It’s almost about redefining what sexy means. When you think about the legacy brands in our space, “sexy” tends to be a little bit more superficial, or visual.

2. Sweetgreen

Our mission is to inspire healthier communities by connecting people to real food. We know that sweetgreen is a critical link between growers and consumers, and we feel a responsibility to protect the future of real food.

3. Tesla

To accelerate the world’s transition to sustainable energy… (through… electric vehicles…infinitely scalable clean energy generation and storage products.)


Our mission is, To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

5. Dropbox

We’re here to unleash the world’s creative energy by designing a more enlightened way of working.

6. Box

To make businesses more productive, competitive, and powerful by connecting people and their most important information.


Lyft’s mission is to: improve people’s lives with the world’s best transportation. We work to improve people’s lives in three key ways: 1. Socially: by providing a tangible means to bring millions of people and their communities together.

8. Disney

The mission of The Walt Disney Company is 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.

9. Shopify

To make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

10. Med Men

MedMen’s mission is to provide an unparalleled experience that invites the world to discover the remarkable benefits of cannabis because a world where cannabis is legal and regulated is a safer, healthier and happier world.