Customers remain loyal to a brand because they resonate with its corporate values, ideals and beliefs.
A mission statement traditionally acted as a way to tell potential shareholders and investors more about a company and its purpose; and today, it’s as much a statement for employees and customers.
Mission statements allow companies to define and establish their brand, telling the reader exactly what the company does and how, in as concise and specific a way as possible.
Unum, a UK-based insurance company, has compiled 24 of the most inspirational company mission statements into an infograph, from Ikea’s simple but lofty goal to create a better everyday life in people, to Starbuck’s poetic aim to inspire and nurture the human spirit.
More often than not, they aim high. But do they keep their promises?