Written by Chase


Have you ever wondered where does customer loyalty come from? Or how about, why some companies can inspire their staff whilst others struggle. The answer may be simpler than you think. Ask yourself, what is the reason you stay loyal to brands. If you answered, because of their set of values, then you’re on the right track. The best brands constantly deliver exceptional customer and employee experience. They are constantly striving to combine attributes such as physical appeal, emotional connections and logical elements in pursuit of customer and employee excellence.

To have the chance of increasing your overall profitability, you must create a connection with your customer and employees – then they might stay loyal for life. However, to achieve that connection is not a simple task. Companies that rise to the top and stay there, are those that stay true to the values and create a business that customers are employee are proud to be associated with.

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That’s where a company’s vision and mission statement come in. The defining characteristic of a company’s vision statement is what is says about the company’s future. That is, the direction the company is headed and what its business looks like in the future. Essentially, it’s aspirational. In contrast, a company’s mission statement describes the company’s current business and purpose. That is, “who we are, what we do, and why we here”. It purely describes the company’s present business.

Check out the following principles to evaluate your company mission statement – and get inspired to write one for your brand.

Positive Principles

1) Describes the company’s present business and purpose, explaining “who we are, what we do and why we are here”.

2) Identifies the company’s current products/services.

3) Specifies the buyers needs that the company seeks to satisfy and the customer groups or markets it serves.

4) Gives the company its’ own identity.

Negative Principles

1) Says nothing about its products or business make-up and could apply to many companies in many different industries.

2) Persons unfamiliar to the company will be unable to discern from the statement about its products, industry and reach.

3) Blurs the essence of the company’s business activities and its purpose is unclear.

4) Couched by including objectives in the statement.

Here are some inspiring, well-crafted mission statements.

1) Trader Joe’s (a speciality grocery chain)   


The mission of Trader Joe’s is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required for informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual provide and company spirit.

2) Occupational Safety and Health Administration       


To assure the safety and health of America’s workers by setting and enforcing standards; providing training, outreach, and education; establishing partnerships; and encouraging continual improvement in workplace safety and health.

3) Google   


To organise the world’s information and make it universally accessible and useful.




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