"What happens because you exist?"
This compelling question is posed by brand strategist and best-selling author Bernadette Jiwa, founder of the blog The Story of Telling (great name), in which she champions the power of the story - something she thinks has been lost in modern day branding.
"Why is it that as soon as we put a logo on something we lose the ability to tell a story about it?" she asks.
In this simple post Jiwa lists 20 great mission statements from big name companies as proof that when it comes to distilling your brand's purpose into words, "often a single sentence is enough to say what you need to say."
Some statements are straightforward and descriptive, other's, like Virgin's are more emotive. I particularly like the Patagonia and Amazon ones...
To capture and share the world’s moments.
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Instantly connect people everywhere to what’s most important to them.
Evolving the way the world moves.
Organize the world’s information and make it universally accessible and useful.
To help people capture and share their lives’ most meaningful experiences with others—to celebrate them together.
To be Earth’s most customer-centric company.
To bring inspiration and innovation to every athlete in the world.
To embrace the human spirit and let it fly.
To establish the first new supermarket in a generation.
To build a community-driven hospitality company.
Inspire and develop the builders of tomorrow.
To make the world more open and connected.
Help as many people as possible eat better food and live a better life.