Career Advice

How to Write a Team Mission Statement

By: Charlotte Couch
Nov 16, 2020 • 6 min read

How to Write a Team Mission Statement

Does your company have a team mission statement? If it doesn’t, you’re missing out on a great opportunity to motivate and inspire your employees! Not only does your company’s mission statement identify its key goals and vision, but it also helps build your company’s culture.

Don’t know where to start? We’ve got you covered! Check out our full guide to writing a great team mission statement now.

team mission statement

Why Your Company Needs a Mission Statement

A mission statement is more than just a few nice sentences you place on your company’s “About Me” page. It essentially explains your company’s reason for existing. That places a great deal of importance on this short but impactful statement.

Potential clients, customers, investors, and employers can gather meaningful insights about your company from its mission statement. So, let’s start writing a stellar one that perfectly reflects your company’s purpose and brand identity.

Writing a Stellar Mission Statement

When writing your mission statement, you need to think about four key points:

  •     The Who: Who are you? And who is your primary customer?
  •     The What: What product or service are you offering?
  •     The Why: Why are you offering this product or service?
  •     The How: How are you providing the product or service? What tasks or methods are you using?

You should also focus on the distinctive competence of your company. Your company’s distinctive competence relates to the qualities that set itself apart from competitors. Maybe you run a restaurant that serves $4 Long Island Ice Teas or specialize in alcohol-infused ice cream. Pointing to these products in some way in your mission statement will be crucial.

As you continue to flesh out the statement, you will find it answers all of the above questions.

team mission statement

The Who

First of all, “Who are you?” You don’t need to overthink this question. Maybe you’re a boutique dog groomer or a web designer. You don’t have to detail your company’s history — that’s what the about section is for. However, thinking about who you are as a company can help you articulate its ultimate mission in a few short sentences.

The What

What does your company offer consumers? Does it offer tech products and software like Apple? Does it serve bagel sandwiches for breakfast? This question ties in with the “why” of your business.

team mission statement

The Why

While it might be great that your company sells state-of-the-art tablets or trendy sunglasses, customers might want to know why you do what you do. For instance, Feeding America’s mission is to “feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.”

The How

Finally, we need to know how your company plans to complete its mission. Feed America manages a network of food banks in its mission to end hunger.

team mission statement

Mission Statement Length

The mission statement itself shouldn’t be too long. Most mission statements are less than 250 words. But while they are short, that doesn’t mean they are boring or bereft of any useful information. In fact, concise and bold mission statements tend to make the biggest impact on readers.

Quick Tips for Writing the Mission Statement

As you write your company’s mission statement, remember to keep these quick tips in mind:

  •     Keep it clear and concise. You aren’t writing an essay.
  •     Avoid using vague and abstract statements that might confuse the reader.
  •     Focus on the product or service so the customer understands how it benefits them.
  •     Remember that you can expand on certain parts of your mission statement in an About section or vision statement.
  •     Remain open to change — your mission statement isn’t written in stone.
  •     Use fun and interesting words to inspire readers.

Examples of Great Company Mission Statements

Need some inspiration? One of the best ways to get started is to learn from the best. Here are some of the top company mission statements around.

The Coca-Cola Company

“Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”

Whole Foods Market

“Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.”

American Red Cross

“The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.​”


“The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.”


“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”

Each company’s mission statement successfully expresses its purpose and goals in several concise sentences. They don’t ramble or become convoluted. The reader can instantly understand the mission of the company.

team mission statement

Final Thoughts

You may need to go through numerous drafts and revisions before finding a mission statement that perfectly encapsulates your company. As your company grows and expands, its mission statement might change as well. For instance, a breakfast cafe might expand into lunch and dinner services. Or a fitness center might add spa and therapy services. Your company will endure constant changes. Therefore, you should always remain adaptable when writing your mission statement.

Writing a team mission statement probably sounds tedious and boring to most people. However, it doesn’t have to be! The research and drafting you undergo to complete your company’s mission statement can help set it up for greater success in the future. What points do you plan on including in your team’s mission statement? Let us know in the comments below! 

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