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A mission statement is a company’s philosophy and point of reference, reflecting its desired ideal state.
It describes the company’s identity, objectives, values, and behaviors, and promotes a positive image.
Mission statements are often developed when a company is founded and continuously adapted to new circumstances.
They are not only created by management, but often developed in collaboration with employees and external agencies.
To involve your employees from the outset, we have developed a questionnaire that asks for all the information needed to create a successful mission statement.
This strengthens loyalty and creates a sense of belonging.
Give it a try!
Contents of the template:
Objectives of the survey:
Helpful features for the survey:
Data protection „made in Germany“ (GDPR)
Anonymity function for honest feedback
A corporate mission statement is a written declaration that outlines the fundamental values, goals, vision, and commitments of a company toward its stakeholders.
It serves as a guideline for company management, employees, and other stakeholders by promoting a shared understanding of the company’s mission and long-term objectives.
A mission statement defines the identity and purpose of the organization and is intended to serve as a source of inspiration for everyone involved in pursuing common goals and shaping the company culture.
It can also serve as a foundation for strategic decision-making and the development of corporate values.
Corporate culture and a corporate mission statement are closely connected.
The corporate mission statement defines the fundamental values, goals, and vision of a company.
These elements are essential for shaping the corporate culture, as they influence behaviors, attitudes, and norms within the organization.
Corporate culture, in turn, represents the values, norms, and behaviors that are practiced within a company.
It is perceived by employees and influences their behavior as well as their interactions with each other and with external stakeholders.
A strong corporate mission statement can help establish a positive and supportive corporate culture that strengthens employee motivation, satisfaction, and retention.
Conversely, a strong corporate culture can support the corporate mission statement by promoting the implementation of defined values and goals.
Overall, the corporate mission statement and corporate culture are two essential elements that closely interact and jointly shape the identity and success of an organization.
1. Benefit: Clear Direction
A mission statement defines the company’s long-term vision, mission, and goals, thereby providing a clear direction for all employees.
This ensures that all activities and decisions are aligned with the company’s overarching objectives.
2. Benefit: Shared Understanding
A mission statement creates a shared understanding among all employees of the company’s values, principles, and goals.
This promotes collaboration, engagement, and employees’ identification with the company.
3. Benefit: Clear Identity Internally and Externally
A mission statement shapes the company’s identity and communicates both internally and externally what the company stands for and which values are important to it.
This strengthens the company’s image and reputation.
4. Benefit: Guideline for Decision-Making
A mission statement serves as a guideline for decision-making at all levels of the company.
It helps set priorities and ensures that all decisions are made in accordance with the company’s values and goals.
5. Benefit: Employee Motivation and Retention
A strong mission statement can motivate and retain employees by providing an inspiring vision for the company’s future and showing how their work contributes to achieving that vision.
6. Benefit: Customer Loyalty and Trust
A mission statement that emphasizes clear values such as integrity, quality, and customer satisfaction can strengthen customer trust and increase customer loyalty by demonstrating the company’s commitment to meeting its customers’ needs.
A corporate mission statement should include several fundamental principles or guidelines that reflect the company’s vision, values, and goals.
Here are some fundamental principles that are typically included in a corporate mission statement:
1. Principle: Clear Vision
The mission statement should describe the company’s long-term vision by defining where the company aims to be in the long term and what contribution it wants to make to the world.
2. Principle: Values and Ethics
It should outline the company’s fundamental values and ethical principles that shape employee behavior and the corporate culture.
3. Principle: Customer Focus
The mission statement should emphasize that the customer is at the center of the company’s activities and that the company strives to meet or even exceed customer needs and expectations.
4. Principle: Quality and Excellence
It should emphasize the company’s commitment to quality and excellence in its products, services, and processes.
5. Principle: Innovation and Progress
The mission statement should emphasize the importance of innovation and continuous progress in order to remain competitive and unlock new opportunities.
6. Principle: Employee Engagement
It should highlight the company’s commitment to its employees and emphasize that the company creates a supportive and motivating work environment in which employees can reach their full potential.
7. Principle: Corporate Social Responsibility
The mission statement should emphasize the company’s commitment to social responsibility and sustainability by addressing the company’s contribution to the community and the environment.
A mission statement consists of several key elements that together define a company’s vision, values, and goals.
These elements typically include:
1. Element: Vision
The vision describes the company’s long-term goals and the desired state it aims to achieve.
It provides a clear idea of where the company is heading and what contribution it wants to make to the world.
2. Element: Mission
The mission defines the company’s fundamental purpose and long-term goals. It describes what the company does, whom it does it for, and why it does it.
The mission should be short, concise, and inspiring.
3. Element: Values and Principles
The company’s values and principles reflect its fundamental beliefs and behaviors.
They define which principles and standards apply within the company and how employees should interact with one another and with external stakeholders.
4. Element: Goals and Strategies
The mission statement may also include the company’s goals and strategic priorities, which help to achieve its vision and mission.
These goals should be specific, measurable, and achievable and should support the company’s long-term direction.
5. Element: Commitment to Sustainability and Social Responsibility
A mission statement may also include the company’s commitment to social responsibility and sustainability by addressing the company’s contribution to the community and the environment.
A corporate mission statement fulfills several important goals and functions:
1. Function: Guidance and Direction
It serves as a guide and framework for actions and decision-making within the company by clearly defining where the company wants to develop and which values and principles play a role in this process.
2. Function: Identity and Cohesion
A mission statement strengthens the company’s identity and promotes cohesion among employees by creating a shared vision, mission, and set of values that everyone can use as a point of reference.
3. Function: Motivation and Engagement
It motivates and engages employees, customers, and other stakeholders by presenting an inspiring vision and clear goals for the company, helping to create a positive and fulfilling work environment.
4. Function: Culture and Ways of Working
A mission statement shapes the corporate culture and the way of working within the company by providing the foundation for shared values, norms, and behaviors and serving as a guide for everyday actions.
5. Function: External Impact and Image
It influences the company’s external perception and image by showing customers, suppliers, investors, and the public what the company stands for and which values are important to it.
A checklist for creating a corporate mission statement could look like this:
1. Step: Analyze the Current Situation
2. Step: Involve Employees and Stakeholders
3. Step: Define the Vision and Mission
4. Step: Define Values and Principles
5. Step: Formulate the Mission Statement
6. Step: Review and Adapt
7. Step: Communicate and Implement
Creating a corporate mission statement requires careful planning and coordination.
Here are some steps you should consider when creating a corporate mission statement:
1. Step: Analyze the Current Situation
Start by analyzing your company’s current situation, including its mission, vision, values, and goals.
Identify strengths, weaknesses, opportunities, and threats.
2. Step: Involve Employees and Stakeholders
Gather the feedback and perspectives of your employees and other stakeholders.
This can be done through surveys, workshops, or informal discussions to ensure that the mission statement is accepted and supported by everyone involved.
3. Step: Define the Vision and Mission
Define your company’s long-term vision by describing where the company wants to develop.
Then formulate the mission by clearly defining the company’s fundamental purpose and goals.
4. Step: Define Values and Principles
Identify the fundamental values and principles that should guide behavior and decision-making within the company.
These should reflect the company’s core beliefs and culture.
5. Step: Formulate the Mission Statement
Formulate a concise mission statement that summarizes the company’s vision, mission, values, and principles and serves as a guide for actions within the company.
6. Step: Review and Adapt
Review the mission statement regularly and adapt it as needed to changing conditions or new insights.
It is important that the mission statement remains dynamic and evolves with the company.
7. Step: Communicate and Implement
Clearly communicate the mission statement to all employees and stakeholders and ensure that it is taken into account in all company activities and decisions.
Live the values and principles outlined in the mission statement and promote a culture that supports these values.
A sustainable corporate mission statement is designed to secure long-term success while acting in a socially, environmentally, and economically responsible manner.
It therefore incorporates aspects of sustainability in the areas of environment, social responsibility, and the economy.
Such a mission statement could include the following points, for example:
1. Point: Environmental Protection
The company is committed to promoting environmentally friendly practices, using resources efficiently, reducing emissions, and adopting sustainable procurement and production methods.
2. Point: Social Responsibility
The company is committed to fair working conditions, diversity, equality, and social justice.
It promotes the health, safety, and development of its employees, as well as engagement within the community.
3. Point: Economic Stability
The company strives for long-term economic stability by pursuing sustainable business models, minimizing risks, acting ethically, and creating long-term value for all stakeholders.
4. Point: Transparency and Communication
The company places great importance on open and transparent communication with all stakeholders and regularly reports on its sustainability efforts, goals, and progress.
5. Point: Continuous Improvement
The company strives for continuous improvement in all areas and is committed to regularly reviewing, evaluating, and optimizing its sustainability performance.
