What’s in a Mission? The Why Behind Companies You Do Business With
Education
| 11.19.2025
Hearing the phrase “mission statement” might make you want to roll your eyes at the corporate jargon. But what if we thought about it as something deeper? What if a mission statement really means purpose? Consider a company’s mission statement as its “why” behind the choices and action it takes. Once created, a mission statement can unite employees behind a shared vision, help potential consumers understand a company’s driving force and be the catalyst for a lasting company legacy.
To be the financial partner of choice, helping our customers and communities fulfill their hopes and dreams, because we’re community members too.
At Merchants, it all comes down to fulfilling hopes and dreams. This core mission is our commitment to every stakeholder, and it directly informs the values and commitments that guide our everyday work. It’s the secret sauce that ensures every person on our 400+ team has a common purpose and a framework for how we treat and care for our customers. The mission isn’t just a poster on a wall. It’s the reason we open our doors every morning.
Greg Evans, President & CEO shares: “Having a consistent set of core values that is continually socialized throughout the company and embraced by leadership is key to our 150-year history of uninterrupted service, along with being critically focused on our mission to help customers realize their hopes and dreams.”
“Merchants Bank has maintained its identity as a community bank by keeping community banking at the heart of who we are and what we do. Our foundational values system remains consistent. The same values in place over 35 years ago when I started at the bank are still the same ones that guide us today,” Greg explains.
What are mission moments you recognize in the companies you do business with? When deciding who to work with sometimes it helps to consider the organization’s values and how they align with your own. It can make for a more harmonious partnership, especially when it comes to choosing some critical providers in your life like a doctor, lawyer, childcare provider, financial planner, school and more. Customer testimonials or reviews, supporting data like volunteer or nonprofit contribution efforts and social media engagement are all great tools that can help you make an informed decision about a company.
Just do ___.
I’m ___ it.
America runs on _______.
Merchants Bank had a tagline it used for decades: “The Bank that Service Built.” If you’re a customer that has been with us for a long time, that likely sounds familiar. The purpose of a tagline is to be concise and memorable, giving you a little memento to carry with you whenever you see the brand logo. The mission statement, however, is where the real story lies. It’s the organizational heart, giving a guiding purpose for every single stakeholder: consumers, employees, board members and volunteers.
So, when a company ties the work they do to their mission, it impacts everyone. Consistently living out a company mission:
Every action you take to uplift your neighborhoods strengthens the foundation we all stand on. When the community thrives, so does the company that has the privilege to serve it. Thank you for being an integral part of our mission and helping forge a lasting legacy for generations to come.
It’s an honor to serve you.
Mission Matters
A company mission tells the consumer the fundamental reason why that company exists and can provide a key connection point between the business and the consumer. Have you looked at the About Us page of your favorite company’s website lately? Or checked what is included in their Instagram bio? It’s telling. For example, consider Merchants Bank’s mission:To be the financial partner of choice, helping our customers and communities fulfill their hopes and dreams, because we’re community members too.
At Merchants, it all comes down to fulfilling hopes and dreams. This core mission is our commitment to every stakeholder, and it directly informs the values and commitments that guide our everyday work. It’s the secret sauce that ensures every person on our 400+ team has a common purpose and a framework for how we treat and care for our customers. The mission isn’t just a poster on a wall. It’s the reason we open our doors every morning.
Greg Evans, President & CEO shares: “Having a consistent set of core values that is continually socialized throughout the company and embraced by leadership is key to our 150-year history of uninterrupted service, along with being critically focused on our mission to help customers realize their hopes and dreams.”
Mission Moments
Companies choose to live out their missions in all kinds of ways. It’s in the way the company talks, the decisions it makes, what it invests money in and how it fosters employee and community engagement. You could call of these instances “mission moments” – when you see the heart of a company through its actions.“Merchants Bank has maintained its identity as a community bank by keeping community banking at the heart of who we are and what we do. Our foundational values system remains consistent. The same values in place over 35 years ago when I started at the bank are still the same ones that guide us today,” Greg explains.
What are mission moments you recognize in the companies you do business with? When deciding who to work with sometimes it helps to consider the organization’s values and how they align with your own. It can make for a more harmonious partnership, especially when it comes to choosing some critical providers in your life like a doctor, lawyer, childcare provider, financial planner, school and more. Customer testimonials or reviews, supporting data like volunteer or nonprofit contribution efforts and social media engagement are all great tools that can help you make an informed decision about a company.
Mission Momentum
What are some of the most memorable company taglines you can think of? It’s pretty easy to fill in the blank for these:Just do ___.
I’m ___ it.
America runs on _______.
Merchants Bank had a tagline it used for decades: “The Bank that Service Built.” If you’re a customer that has been with us for a long time, that likely sounds familiar. The purpose of a tagline is to be concise and memorable, giving you a little memento to carry with you whenever you see the brand logo. The mission statement, however, is where the real story lies. It’s the organizational heart, giving a guiding purpose for every single stakeholder: consumers, employees, board members and volunteers.
So, when a company ties the work they do to their mission, it impacts everyone. Consistently living out a company mission:
- Builds trust with consumers, who may become customers for life.
- Creates clarity for employees, who want to rally around a purpose.
- Drives leadership from Board members, who work to ensure the company’s legacy.
- Inspires volunteers to get involved, who build the company’s reputation as a community asset.
Every action you take to uplift your neighborhoods strengthens the foundation we all stand on. When the community thrives, so does the company that has the privilege to serve it. Thank you for being an integral part of our mission and helping forge a lasting legacy for generations to come.
It’s an honor to serve you.
