Company values and mission – what should your company be associated with?

company values

What is the company mission, how to define it? What values is your company to be associated with, what is its vision? While terms like mission, values and vision are mostly associated with corporate newspeak, they’re an unbelievably valuable part of any marketing strategy – whether it’s social media or content marketing.




How do you define and use company values, identity and mission to effectively market and attract customers? Even if you run a small company and think that this does not concern you – read it!

Companies value and mission. Topics covered:

  1. What is a company’s mission statement?
  2. Company mission statement – examples
  3. Company values – what exactly?
  4. Company values – examples
  5. Mission and values – what is worth remembering?


What is a company’s mission statement?

A clearly defined mission of the company, similarly to the vision of its development and activities, may help not only to manage the company more efficiently, but it may also influence the way it is perceived in the eyes of customers.

On one hand, employees are more aware of the planned development directions and can refer to them during their work, and it is also easier for them to identify with the company. On the other, customers who decide to use the offered products and services know what to expect and what future development directions or products will be chosen.

A company’s mission statement is primarily the reason why it exists and the directions of its planned development. It includes, among other things, the purpose of its existence, its contribution to society, or the social group whose needs it seeks to address.

Displaying this information evokes in the customer the feeling of dealing with a responsible and developmental brand, which is actually characterized by higher values than just multiplying the owned capital.

Company mission statement – examples

A lot depends on the industry in which a given entity operates – car manufacturers position themselves differently, electronics manufacturers differently, and supermarkets and grocery stores differently.

A brand’s mission might be “creating prosperity through transportation solutions” (Volvo),”providing innovative solutions, encouraging people to take a fresh look at the same things, and stimulating customers to use their products creatively” (Apple) or “improving quality of life by saving money on purchases” (Walmart). Sinopec’s mission is to “power a better life” and Volkswagen’s is to “raise responsibility regarding environmental, safety and social issues”.

For the most part, these are catchy and easily memorable slogans, neatly highlighting aspirations and objectives. In doing so, of course, they emphasize the benefit to the customer.

Company values – what exactly?

Until recently, the main model for the functioning of most companies was to focus on maximizing profits – generating the highest possible rate of return for owners or shareholders. However, this situation is gradually changing and customers, increasingly in addition to paying attention to the product itself, also focus on the values professed by the company.

By far the most successful companies are those that don’t so much offer the cheapest or most efficient solutions, but those that intend to change the world for the better – not only in the semantic layer but also in real actions.

The values may concern relationships – with employees, customers or the media, but also other issues – such as safety, reliability, or recently, the increasingly important concern for the environment. Customers’ preferences today clearly lean towards ecological solutions, for which they are even willing to pay extra, and it is worth taking advantage of this trend – not only to attract consumers but also to actually change the world for the better.

Nonetheless, in order to decide to highlight particular value, it’s advisable to make sure that your company actually has nothing to complain about in a particular area – otherwise, it could end up being a marketing failure.

Company values – examples

The brand’s value language should be adapted to the target customer to whom the offer will be presented. For example, a poorer customer will be attracted by a supermarket boasting low prices that no one can beat, while a wealthier customer will appreciate the variety of products and a little bit about sustainable production.

Similarly, a car manufacturer can target different groups of customers with the same product – by highlighting either low operating costs (low fuel consumption) or environmental performance through low emissions (also low fuel consumption).

Properly managing your marketing strategy will allow you to attract different groups of customers driven by different values.


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Mission and values – what is worth remembering?

Highlighting both the mission (a catchy slogan) and the values your company is guided by are the basis for professional marketing activities. A clearly defined mission and goals of the company will allow customers to see the predictability and regularity of its offer, and highlighting the values that the company is actually guided by will allow you to build an attractive and targeted message. For this reason, these important elements of any marketing strategy should not be overlooked.

In addition, it’s equally important to ensure proper communication, not only with potential customers, but also among employees. Learn how to communicate at work and achieve goals faster.

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