Why Corporate Mission Statements Are So Important

Reading Time: 6 minutes
| Author: Tom Becker

“Anyone who has a vision should go to the doctor.”

Helmut Schmidt

This famous quote from former German chancellor, Helmut Schmidt, may have a certain validity in the world of pragmatic policy, applying it to entrepreneurship would be absolutely misguided.

Visions arise from ambition to create a unique product or innovative service. Ultimately, it is these visions that help companies to create their entrepreneurial mission statement and unique corporate identity, with which they position themselves in the market and differentiate themselves from their competitors.

What is a corporate mission statement?

Be it the latest Silicon Valley start-up that wants to revolutionize a market with its innovative ideas, the small grocery store around the corner that is looking to expand with its innovative business model focusing on sustainable and fairly traded products, or the multinational bank that wants to polish up its image after recent crises – all these companies have established clearly defined goals that have become the maxim of their business activities.

A corporate mission statement contains the goals and visions that a company has set for itself and that it strives to achieve. It defines values that the company identifies with and which serve as guidelines for customer relations.

Why a Corporate Mission Statement Forms the Basis of Your Presentations

Your corporate mission statement is much more than just a written declaration of your company’s mission, vision, and values. It serves as the foundation for your entire company’s communication process, including your presentations.

A clearly defined mission statement gives substance and purpose to your presentations. It serves as a guide to ensure that your messages are consistent, authentic, and relevant. Without a solid mission statement, you risk losing the thread and confusing your audience when creating presentations.

In contrast, a well-understood mission statement allows you to structure your presentations in a way that highlights your corporate identity and presents your messages in a clear, appealing light.

The Benefits of Clear Corporate Mission Statements

Here are the benefits of having a clearly defined corporate mission statement:

  • Compelling Storytelling: How Your Mission Statement Captivates Your Audience

When you have a clearly defined mission statement, it serves as an inspiring foundation for compelling storytelling. Your mission statement gives your story a central character – your corporate identity.

Skillfully weave stories into your presentations to evoke emotions. This way, you can captivate your audience and create a deeper connection to your brand.

You can find tips on storytelling in presentations in the article ‘Storytelling in Presentations.’

  • Authentic Brand Building: Creating Trust and Connection

A clear mission statement is the key to the authenticity of your brand. It builds trust by showing that your words and actions align with your values. This trust forms the basis for long-lasting connections with customers, employees, and partners.

Your presentations become a tool to convey this authenticity. The connection between your mission statement and authenticity is an invaluable advantage that can set your brand apart from others and promote long-term success.

How to build your own mission statement

What is a good corporate mission statement? And how do you create one? A well-thought-out corporate mission statement is made up of two elements: The mission statement and the vision statement.

A mission statement addresses the customer and describes what purpose the company currently serves, what it stands for and what it considers its mission.

Key questions for a mission statement:

  • What are we doing right now?
  • Why are we doing it?
  • Who are we doing it for?
  • What is the benefit?

The vision statement is forward looking – it’s a roadmap describing what the company wants to become. Below is an overview of the most important questions you should answer when preparing your mission and vision statement.

Key questions for a vision statement:

  • Which path do we want to take?
  • When do we want to have reached our goals?
  • How do we want to achieve these goals?

There are a few things to be considered regarding defined objectives: All projects must be feasible, goals should never conflict with each other, the mission statement should be long-term, openly communicated and accessible to all employees at all times. Taking these points into account will help you to create a convincing mission statement for your company.

Another key component: Corporate Values

The values outlined in your corporate mission statement serve as a moral compass and the fundamental principles that guide your company. They represent the ethical beliefs and behavioral standards by which your organization acts and makes decisions.

When you build your presentations around your corporate values, you not only communicate your identity clearly but also present your messages in a context that reflects your deepest convictions. This contributes to the creation of a strong, cohesive brand image and fosters your audience’s identification with your values.

From vision to market dominance: The mission statements of successful companies

The effect a well-defined mission statement can have on a company is evident with successful companies such as Apple, Starbucks and Amazon, which have articulated their business goals and visions in clear mission statements.

Apple: “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

“Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”

By comparing its mission statement with its reputation and corporate image generated by marketing and PR, a company can quickly see the direct connection between mission statements and public perception.

How to Integrate Your Mission Statement into PowerPoint

Presentations Integrating your corporate mission statement into your PowerPoint presentations is key to ensuring cohesive brand communication. Start by formulating your mission statement in simple and clear language to make it easily understandable.

Next, ensure that every element of your presentation – from slides to language – reflects the values, goals, and vision of your mission statement. This may include selecting visual elements, color schemes, and graphics that emphasize your brand identity.

Furthermore, emphasize your mission statement throughout your presentation, whether it’s in your introduction, when presenting your mission, or when discussing your company’s values. This way, your mission statement becomes not only a part of the content but also visually and emotionally integrated into your presentation, leaving a lasting impression on your audience.

PowerPoint templates to create your own corporate mission statement

Here at PresentationLoad, our mission statement is to simplify our customers’ everyday work with sophisticated, easy-to-use, tailor-made presentations and PowerPoint templates.

In line with our mission statement, we’ve developed two products, Company Core Values and Vision & Mission Statements. You can use them to design a new corporate mission statement or revise an existing, one and present it to your employees and customers as part of your internal and external communication strategy.

corporate mission statement templates
PowerPoint Templates for showing your core values:

Conclusion: Crafting Corporate Mission Statements Effectively

Follow our guidelines and create a mission statement that suits your company.

If you have any questions about the article or PowerPoint presentations in general, please feel free to contact us at [email protected]. We’re here to assist you!

You can find professionally designed slide templates to enhance the impact of your presentation in our shop. Take a look around; we have numerous slides on various (business) topics. ►Visit the Shop

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