A well crafted mission statement defines the purpose of the company – answers the questions – why do we exist – what makes us unique? The mission statement makes it crystal clear how each individual is to behave every day, at every point of contact with customers and internal stakeholders. A proper mission staement is suportive of the values, culture and company brand image.


Values and Pupose

A value statement is an expression of a company’s core beliefs. Companies write the statement to identify and connect with the consumer. Additionally, the declaration allows for the company’s staff to be aware of the priorities and goals of the company. For example, a company might list one of its guiding principles as “Customer service is priority one.” Value statements usually contain one of the following words: “value”; “responsibility”; “individuality”; “strive”; “recognize” or “provide.” Value statements should be shared with customers and employees.