Mission Statement

/ glossary term

A mission statement (or brand mission) is the expression, typically in the form of a statement or short paragraph, of a company’s core purpose, or reason for being, and serves to provide direction for the entire organization. It guides a company’s decision-making and strategic planning, by answering the question “What business are we in?” and it can cover distinctive competencies, customer orientation, managerial preferences, environmental concerns, and available resources. A mission is different from brand vision (or vision statement) in that a vision is an expression of a future state, one to be pursued, while a mission is what is accomplished every day.