If you're starting a company and don't have a mission statement or established your business values and identity, we've got your back

Establishing Your Startup's Values & Identity With A Great Mission Statement

Every business needs to have a clear mission statement that establishes who they are, what they do and who can benefit from their services.

If you're starting a company and don't know what a mission statement is or how you can establish your business values and identity, we've got your back.


Know Your Audience

Before thinking about your startup's values and identity, you should begin by asking yourself: who is your business targeting?

Simple questions like 'Who can benefit from my products?', 'What is my ideal customer like?' or 'Who are my competitors?' can give you great insight. You should also ask previous customers or run surveys to get to know as much as possible about your audience.

As you understand who you're talking to, you should adapt your vocabulary, your language and your tone to your target audience. Remember your business is not about what you think, it's about what your clients want.


Discover Your Essence

Discovering your startup's essence can be the hardest part of the process. You and your associates need to come up with a single adjective to describe your business.

Here are three simple examples:

  • Disney is magical
  • Nike is inspirational
  • GoPro is adventurous

These are descriptions that the companies established for themselves, but they are very close to what the general public thinks of them.

 Your startup also needs a word to describe its essence. And it should be an adjective that captures perfectly what your clients will think of you.

It may be difficult at first, but if you know your audience correctly you should be able to sum up what makes your company unique in a single word.


Create Your Mission Statement

Once you sum up your company's essence in a single word, you can expand that idea into a full paragraph.

This is one of the best examples out there: Microsoft's mission statement: Our mission is to enable people and businesses throughout the world to realize their full potential. We consider our mission statement a commitment to our customers. We deliver on that commitment by striving to create technology that is accessible to everyone – of all ages and abilities.

 As you can see, they focus on their customers, not on themselves. That's what a great mission statement looks like. How your business (with its established essence) can help your audience.

This is another example of a mission statement that may inspire you: Walmart helps people around the world save money and live better, anytime and anywhere, in retail stores, online and through their mobile devices.

 Once again, the focus is on the customer, not on the company.

It may seem hard at first, but as you get to know your audience and you discover your startup's essence, you will be able to create a great mission statement that will establish your business identity.

Our Business Journey: How We Went From A Startup To An International Company

We believed in ourselves and we went from a two-person startup to a full-scale custom software development firm. Here’s our story.

Read more

How To Choose The Best Name For Your Startup Business

How can you choose a name for your startup? This is a simple guide that will help you pick the best name for your new business

Read more

What You Should Know Before Designing A Logo For Your Startup

Are you starting a company and need to design a new logo? Here’s some advice that will guarantee your startup business a killer logo.

Read more
Cookies disclaimer

I agree Our site saves small pieces of text information (cookies) on your device in order to deliver better content and for statistical purposes. You can disable the usage of cookies by changing the settings of your browser. By browsing our website without changing the browser settings you grant us permission to store that information on your device.