50+ Corporate Brand Statement Examples That Convert (Mission, Vision & Values)
TL;DR - Quick Answer
27 min readStep-by-step guide. Follow it to get results.
50+ Corporate Brand Statement Examples That Convert (Mission, Vision & Values)
Your brand statement is the difference between "just another company" and a brand people remember, trust, and choose.
The problem: Most corporate brand statements are forgettable fluff.
"We are committed to excellence and innovation while delivering exceptional value to stakeholders through synergistic solutions."
Translation: Nothing.
The solution: Brand statements that actually say something—what you do, who you serve, and why it matters.
This guide contains 50+ real-world corporate brand statement examples organized by industry, plus templates and a free generator tool so you can create your own.
What Are Corporate Brand Statements (And Why They Matter)
The 5 Types of Brand Statements
1. Mission Statement
- What it is: What your company does and why
- Length: 1-3 sentences
- Purpose: Internal + external alignment on company purpose
2. Vision Statement
- What it is: Where your company is going (future state)
- Length: 1-2 sentences
- Purpose: Inspire and set strategic direction
3. Core Values
- What it is: Principles that guide decisions and culture
- Length: 3-7 values with short descriptions
- Purpose: Define culture and behavior standards
4. Brand Positioning Statement
- What it is: How you differentiate from competitors
- Length: 2-3 sentences
- Purpose: Clarify market position for marketing/sales
5. Brand Promise
- What it is: What customers can expect from you
- Length: 1-2 sentences
- Purpose: Set customer expectations and build trust
The Difference: Personal vs. Corporate Brand Statements
See examples of personal branding: Personal Brand Statement Examples
This guide focuses on corporate/business brand statements.
Mission Statement Examples (By Industry)
Technology Companies
Microsoft
"To empower every person and every organization on the planet to achieve more."
Why it works:
- Clear beneficiary (everyone)
- Specific outcome (achieve more)
- Inspiring and aspirational
- Simple language
Tesla
"To accelerate the world's transition to sustainable energy."
Why it works:
- Ambitious vision (world-changing)
- Specific goal (sustainable energy)
- Action-oriented (accelerate)
- Purpose-driven
Spotify
"To unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it."
Why it works:
- Specific numbers (million artists, billions of fans)
- Two-sided value (creators + listeners)
- Emotional appeal (creativity, inspiration)
- Clear ecosystem
Healthcare & Wellness
Mayo Clinic
"To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research."
Why it works:
- Emotional hook (inspire hope)
- Complete approach (care, education, research)
- Patient-centered (every patient)
- Clear methodology
CVS Health
"We will be the trusted health partner that helps people on their path to better health."
Why it works:
- Relationship focus (trusted partner)
- Customer-centric (helps people)
- Journey-oriented (path)
- Simple and clear
Headspace
"To improve the health and happiness of the world."
Why it works:
- Massive ambition (the world)
- Dual benefit (health + happiness)
- Direct and concise
- Memorable
Financial Services
American Express
"We work hard every day to make American Express the world's most respected service brand."
Why it works:
- Commitment signal (work hard every day)
- Specific goal (most respected)
- Category clarity (service brand)
- Aspirational
PayPal
"To build the web's most convenient, secure, cost-effective payment solution."
Why it works:
- Three clear benefits (convenient, secure, cost-effective)
- Specific domain (web)
- Category clarity (payment solution)
- Outcome-focused
Vanguard
"To take a stand for all investors, to treat them fairly, and to give them the best chance for investment success."
Why it works:
- Advocacy angle (take a stand)
- Ethical commitment (treat fairly)
- Clear outcome (investment success)
- Customer-first language
E-commerce & Retail
Amazon
"To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online."
Why it works:
- Bold claim (most customer-centric)
- Massive scope (Earth, anything)
- Clear value (easy to find)
- Customer obsession
Warby Parker
"To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses."
Why it works:
- Clear differentiation (revolutionary price)
- Dual mission (business + social impact)
- Category clarity (eyewear)
- Industry leadership
Patagonia
"We're in business to save our home planet."
Why it works:
- Bold purpose (save the planet)
- Controversial stance (business as activism)
- Emotionally resonant (home)
- Extremely memorable
Food & Beverage
Starbucks
"To inspire and nurture the human spirit – one person, one cup, one neighborhood at a time."
Why it works:
- Emotional appeal (human spirit)
- Specific increments (one person, one cup, one neighborhood)
- Community-focused
- Poetic and memorable
Whole Foods Market
"To nourish people and the planet."
Why it works:
- Simple and direct
- Dual benefit (people + planet)
- Core offering (nourishment)
- Purpose-driven
Coca-Cola
"To refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions."
Why it works:
- Complete refresh (mind, body, spirit)
- Emotional outcomes (optimism, happiness)
- Full approach (brands + actions)
- Aspirational
Which mission statement is most effective for a B2B SaaS company?
B2B / SaaS Companies
Salesforce
"To help companies connect with their customers in a whole new way."
Why it works:
- Clear audience (companies)
- Specific outcome (connect with customers)
- Innovation signal (new way)
- Simple and focused
HubSpot
"To help millions of organizations grow better."
Why it works:
- Quantified scale (millions)
- Clear audience (organizations)
- Specific outcome (grow better, not just grow)
- Impact-focused
Slack
"To make work life simpler, more pleasant, and more productive."
Why it works:
- Three clear benefits (simpler, pleasant, productive)
- Specific context (work life)
- Employee-centric
- Aspirational
Professional Services
McKinsey & Company
"To help our clients make distinctive, lasting, and substantial improvements in their performance and to build a great firm that attracts, develops, excites, and retains exceptional people."
Why it works:
- Clear client outcome (performance improvement)
- Three qualifiers (distinctive, lasting, substantial)
- Talent focus (exceptional people)
- Full-scope
Deloitte
"To make an impact that matters for our clients, our people, and society."
Why it works:
- Impact-focused
- Triple stakeholder (clients, people, society)
- Simple and memorable
- Purpose-driven
Education
Khan Academy
"To provide a free, world-class education to anyone, anywhere."
Why it works:
- Clear value prop (free, world-class)
- Universal access (anyone, anywhere)
- Ambitious and inspiring
- Clear offering (education)
Coursera
"We envision a world where anyone, anywhere can transform their life by accessing the world's best learning experience."
Why it works:
- Transformation promise (transform their life)
- Universal access (anyone, anywhere)
- Quality signal (world's best)
- Empowering
Transportation & Logistics
FedEx
"To produce superior financial returns for our shareowners by providing high value-added logistics, transportation and related business services through focused operating companies."
Why it works:
- Stakeholder clarity (shareowners)
- Specific outcomes (financial returns)
- Value proposition (high value-added)
- Operational focus
Uber
"We ignite opportunity by setting the world in motion."
Why it works:
- Action-oriented (ignite)
- Outcome-focused (opportunity)
- Poetic language (world in motion)
- Aspirational
Vision Statement Examples
Technology
"To provide access to the world's information in one click."
Why it works:
- Specific outcome (access to information)
- Quantified ease (one click)
- Ambitious scope (world's information)
"Create economic opportunity for every member of the global workforce."
Why it works:
- Clear outcome (economic opportunity)
- Universal reach (every member)
- Specific scope (global workforce)
Retail
IKEA
"To create a better everyday life for many people."
Why it works:
- Customer focus (better everyday life)
- Scale (many people)
- Accessible and relatable
Nike
"To bring inspiration and innovation to every athlete in the world. (If you have a body, you're an athlete.)"
Why it works:
- Dual delivery (inspiration + innovation)
- Inclusive redefinition (everyone is an athlete)
- Emotional and aspirational
Healthcare
Johnson & Johnson
"We will be the most complete and broadly-based healthcare company in the world."
Why it works:
- Leadership aspiration (most complete)
- Scope clarity (broadly-based)
- Industry focus (healthcare)
Core Values Examples
Tech/SaaS Values
Netflix Culture Values
- Judgment - You make wise decisions despite ambiguity
- Communication - You are concise and articulate
- Impact - You accomplish amazing amounts of important work
- Curiosity - You learn rapidly and eagerly
- Innovation - You re-conceptualize issues to discover practical solutions
- Courage - You say what you think when it's in Netflix's best interest
- Passion - You inspire others with your thirst for excellence
- Honesty - You are known for candor and directness
- Selflessness - You seek what is best for Netflix, not yourself
Why it works:
- Each value has a behavioral definition
- Clear expected outcomes
- Culture-defining
- Actionable
Stripe Values
- Users first - Our users are the foundation for everything we do
- Move with urgency - The world is changing fast, and we need to move faster
- Think rigorously - We apply high standards to our reasoning
- Trust and amplify - Give colleagues context to make their own decisions
- Global optimization - Put the overall mission above any individual or team
Why it works:
- Short, memorable phrases
- Explanations provide context
- Balance of multiple dimensions (speed, quality, teamwork)
Retail/Consumer Values
Patagonia Values
- Build the best product
- Cause no unnecessary harm
- Use business to protect nature
- Not bound by convention
Why it works:
- Extremely concise
- Action-oriented
- Purpose-driven
- Unique to brand identity
Financial Services Values
Stripe Values
- Integrity - We act with honesty and transparency
- Client Focus - We put clients first
- Excellence - We deliver exceptional quality
- Collaboration - We work together to achieve more
- Accountability - We take ownership of results
Why it works:
- Industry-appropriate (trust is critical in finance)
- Clear definitions
- Covers key behavioral areas
Brand Positioning Statement Examples
Tesla (Positioning)
"For environmentally conscious consumers who want high-performance vehicles, Tesla is the automotive brand that offers fully electric cars that combine sustainability with cutting-edge technology and luxury, unlike traditional automakers who prioritize gas-powered performance."
Structure:
- Target: Environmentally conscious consumers
- Need: High-performance vehicles
- Category: Automotive brand
- Benefit: Electric + performance + technology + luxury
- Differentiation: Unlike traditional gas-powered cars
Dollar Shave Club (Positioning)
"For men who are tired of overpriced razors and inconvenient shopping, Dollar Shave Club is the subscription service that delivers quality shaving products directly to your door at an affordable price, unlike premium brands that charge 10x for the same quality."
Structure:
- Target: Men tired of overpaying
- Pain: Overpriced razors
- Solution: Subscription service
- Benefit: Quality + convenience + affordability
- Differentiation: Direct vs. retail markup
Brand Promise Examples
FedEx
"When it absolutely, positively has to be there overnight."
Why it works:
- Specific outcome (overnight delivery)
- Emotional intensity (absolutely, positively)
- Reliability signal
- Memorable phrasing
BMW
"The Ultimate Driving Machine."
Why it works:
- Superlative (ultimate)
- Category clarity (driving)
- Aspirational
- Three-word simplicity
L'Oréal
"Because you're worth it."
Why it works:
- Emotional appeal (self-worth)
- Customer-centric (you)
- Justification for premium price
- Empowering
How to Write Your Corporate Brand Statement
Step 1: Answer These Key Questions
For Mission Statements:
- What does your company do? (specific offering)
- Who do you serve? (target audience)
- How do you do it differently? (unique approach)
- Why does it matter? (ultimate outcome)
For Vision Statements:
- What future are you creating?
- Who benefits from this future?
- What changes when you succeed?
For Core Values:
- What behaviors do we reward?
- What principles guide our decisions?
- What makes our culture unique?
- What do we refuse to compromise on?
For Positioning:
- Who is our target customer?
- What category are we in?
- What unique benefit do we provide?
- How are we different from competitors?
Step 2: Use These Proven Templates
Mission Statement Templates:
We {action} for {audience} by {method} to {outcome}.
Example: We build innovative software for small businesses by simplifying complex workflows to help them grow faster.
Our mission is to {mission} so that {audience} can {outcome}.
Example: Our mission is to democratize financial planning so that every family can build long-term wealth.
We exist to {purpose} through {approach}.
Example: We exist to accelerate the clean energy transition through accessible solar technology.
Vision Statement Templates:
We envision a world where {ideal state}.
Example: We envision a world where every child has access to quality education regardless of location.
To become {aspiration} by {approach}.
Example: To become the most trusted healthcare partner by putting patients before profits.
Values Template:
{Value Name}: {Behavioral definition}
Example:
- Transparency: We share information openly and operate with radical honesty
- Impact: We measure success by the problems we solve, not the hours we work
- Growth: We invest in continuous learning and welcome constructive feedback
Step 3: Test Against These Criteria
Good Brand Statements Are:
✅ Specific (not vague buzzwords)
- Bad: "We deliver innovative solutions"
- Good: "We automate accounting for e-commerce businesses"
✅ Authentic (true to how you actually operate)
- Bad: "We're customer-obsessed" (while having 2-star reviews)
- Good: "We're building toward customer-obsession through better support systems"
✅ Differentiated (not generic industry speak)
- Bad: "We provide excellent service with integrity"
- Good: "We guarantee 2-hour response times or your month is free"
✅ Memorable (easy to recall and repeat)
- Bad: "We synergize cross-functional value streams to optimize stakeholder outcomes"
- Good: "We make teams work better together"
✅ Actionable (guides decisions)
- Bad: "Innovation"
- Good: "We ship fast and iterate based on data"
Step 4: Get Feedback
Who to ask:
- Employees - Do they recognize your company in this statement?
- Customers - Does it match their experience?
- Leadership - Will they champion it?
- Outsiders - Is it clear and differentiated?
Questions to ask:
- "What do you think this company does?" (clarity test)
- "How is this different from competitors?" (differentiation test)
- "Does this feel authentic?" (credibility test)
- "Can you remember and repeat it?" (memorability test)
Common Mistakes to Avoid
Mistake #1: Corporate Buzzword Bingo
Bad example:
"We leverage synergistic paradigms to drive innovative solutions and maximize stakeholder value through best-in-class methodologies."
What's wrong: Generic buzzwords, no specificity, says nothing memorable.
Fixed:
"We help manufacturing companies reduce waste by 40% through AI-powered supply chain optimization."
Your company's core values include 'Integrity, Innovation, Customer Focus, Excellence, Teamwork, Sustainability, and Diversity.' What's the problem?
Mistake #2: The Everything Mission
Bad example:
"We provide cutting-edge technology solutions, world-class customer service, innovative products, sustainable practices, and exceptional value to clients, employees, shareholders, and communities worldwide."
What's wrong: Tries to include everything, ends up saying nothing.
Fixed:
"We build software that helps remote teams collaborate as if they're in the same room."
Mistake #3: The Humble Brag
Bad example:
"As the award-winning industry leader with 50 years of experience and millions of satisfied customers, we deliver unparalleled excellence."
What's wrong: About you, not the customer. Lacks humility.
Fixed:
"For 50 years, we've helped families build financial security through trusted guidance and personalized planning."
Mistake #4: Vision Without Action
Bad example:
"We envision a better world."
What's wrong: Too vague, no specific change or path to get there.
Fixed:
"We're building a world where clean water is accessible to every community through affordable filtration technology."
Mistake #5: Values That Aren't Valued
Bad example:
- Innovation
- Excellence
- Integrity
- Teamwork
What's wrong: Generic list every company claims. No behavioral definitions. Not unique.
Fixed:
- Speed over perfection: We ship fast, learn from users, and iterate based on data
- Radical transparency: We share revenue, roadmap, and challenges publicly with customers
- Question everything: We reward thoughtful dissent and encourage challenging the status quo
Industry-Specific Brand Statement Examples
B2B SaaS
Notion
"We want to create a world where anyone can tailor software to their problems."
Asana
"To help humanity thrive by enabling all teams to work together effortlessly."
Intercom
"Make internet business personal."
Healthcare
Teladoc
"To empower all people everywhere to live healthier lives."
23andMe
"We help people access, understand, and benefit from the human genome."
Fintech
Robinhood
"To democratize finance for all."
Square
"We build tools to empower businesses and individuals to participate in and contribute to the economy."
E-commerce
Shopify
"To make commerce better for everyone."
Etsy
"To keep human connection at the heart of commerce."
Sustainability/Impact
Beyond Meat
"To create The Future of Protein® – delicious plant-based burgers, sausage, crumbles, and more made directly from simple plant-based ingredients."
Allbirds
"To prove that comfort, design, and sustainability don't have to be mutually exclusive."
The Brand Statement Generator (Free Tool)
Skip the hours of wordsmithing. Use our free AI-powered tool to generate professional brand statements in seconds.
Generate your brand statements here: Brand Statement Generator
What the tool creates:
- Mission statements
- Vision statements
- Core values
- Brand positioning statements
- Brand promises
How it works:
- Enter your company name and industry
- Describe your target audience
- Choose statement type
- Get 10+ professionally crafted options
- Customize and refine
Related Resources
Brand Strategy:
- How to Create a Brand Strategy - Complete brand strategy framework
- Brand Differentiation Guide - Stand out from competitors
- Brand Communication Strategy - Messaging templates
Personal Branding:
- Personal Brand Statement Examples - 27 personal branding examples
- Professional Bio Generator - Create professional bios
- Value Statement Generator - Generate value propositions
Brand Tools:
- Brand Statement Generator - Free AI generator
- LinkedIn Headline Generator - Professional headlines
- Bio Generator - Social media bios
Brand Metrics:
- Brand Value Measurement - Measure brand equity
- Brand Equity Meaning - Understanding brand value
Final Thoughts: Your Brand Statement Is Your North Star
Here's what happens when you have a clear brand statement:
- Employees understand the mission and make aligned decisions
- Customers know what you stand for and why to choose you
- Marketing has clear messaging foundation
- Leadership has strategic alignment on direction
Here's what happens without one:
- Inconsistent messaging across channels
- Employees unclear on priorities
- Customers confused about what makes you different
- Strategy drift as leadership changes
The companies with the strongest brand statements:
- Patagonia: "We're in business to save our home planet"
- Tesla: "To accelerate the world's transition to sustainable energy"
- Spotify: "To unlock the potential of human creativity"
What do they have in common?
- Clear purpose beyond profit
- Specific outcomes
- Emotional resonance
- Memorable phrasing
You don't need to change the world. But you do need to clearly articulate the change you're making for your customers.
Use the examples in this guide. Adapt the templates. Use the generator tool.
Then make a decision and commit.
Your brand statement isn't set in stone—it can evolve as you grow.
But you can't build a strong brand without first knowing what you stand for.
Start today. Write your draft. Test it with your team. Refine it.
Then make it the foundation of everything you build.
Was this article helpful?
Let us know what you think!