Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist? Well, there's a good reason for it — because of their values. The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability. But this type of success doesn’t happen overnight.

As a company grows, its objectives and goals may be reached, and in turn, they'll change. Therefore, mission statements should be revised as needed to reflect the business's new culture as previous goals are met. But first, you have to understand how to write a proper mission statement to build off of as your company evolves.