Mission Statement Definition

What is a Mission Statement definition and Marketing Value?

A Mission Statement is defined as an announcement of what your business does today and why it exists. Toronto based Bruce Mayhew Consulting see company Mission Statements as strategic marketing and business development tools that add value because they define your products / services, goals and culture to your employees, suppliers, customers, vendors, and the media. A Mission Statement captures the uniqueness of your company and acts as a base line for quality, service and your marketing messages.

What business wouldn’t want that kind of barometer?

Many people ask “What is a Mission Statement vs. a Vision Statement”? They are cousins but not the same. A Mission Statement is a snapshot of what your business is today – a vision statement is a snapshot of what you want your business to be tomorrow.

Because Mission Statements and Vision Statements are almost always developed at the same time, they are sometimes called Vision Mission Statements. But on this page, we will only explore Mission Statements.

Do I need a Mission Statement? What’s the value of a Mission Statement?

Yes, Bruce Mayhew Consulting recommends all businesses should develop a Mission Statement.

Because your company objectives are clearly spelled out, a company Mission Statement will be a guide for you and your employees and help make critical decisions that effect the direction of your company. It will help bring focus and meaning to your organization. A Mission Statement will also help align your business activities to your company goals and values as well as provide a framework for your marketing messages.

Creating a Mission Statement is not easy work, but because it is so important it is recommended you have a coach or mentor work with you.

How do I write a Mission Statement?

Establish your expectations and timelines first.

Defining a company Mission Statement is a complex process. The process of defining a Mission Statement takes time, patience, guidance, research, a little soul searching and lots of honesty.

Whatever your expectations are with respect to your timelines, we suggest you double them. By providing yourself extra time, you and your team “permission and ability” to fully explore ideas and possibilities that present themselves. Ideas and possibilities you may never have considered will arise – we are sure of it, and best of all, they are likely to become what differentiates your business in your market.


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Contact us when you are ready to get help with your Mission Statement... and success.

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