How to Write a Photography Mission Statement

by David Em

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A mission statement is an explanation of your photography business’s values and purpose. It communicates your purpose to clients.

Top-down of a person typing on their laptop with coffee, a notebook, and a plant.

Purpose of a mission statement

A mission statement may seem like something only big companies have. However, it’s isn’t just for big companies. As a photographer, you can benefit from having one.

Related: How to start a photography business

By having a mission statement, you can remind yourself of why you’re a photographer and who you serve.

It’ll also help focus your energy and attention because you’ll evaluate each business decision and photoshoot to ensure it aligns with your business.

Related: 20 inspiring photography quotes

If you choose to hire employees, or second-shooters, knowing what your business is all about will help them represent your business in a way that reflects your mission.

How to write one

Your mission statement doesn’t need to be several paragraphs long. Rather, it’s a sentence or short paragraph that defines your business.

It’s also important to understand the difference between a mission statement and a vision statement.

If you decide to write a vision statement, it’ll be focused on the future and where you’re headed. A mission statement is about who you are as a photographer, and why you’re here.

Ask yourself the following questions to craft a mission statement for your photography business:

  • Why do you do what you do?
  • What kind of photography do you do?
  • Why is your business the perfect fit for your ideal client?
  • What are your values?
  • What makes you stand out?

The first step is understanding your purpose. Author and motivational speaker, Simon Sinek says, “people don’t buy what you do; they buy why you do it and what you do simply proves what you believe.”

Examples to get you started

The following are examples to inspire and get you started:

Amazon: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.

Canon: All people, regardless of race, religion, or culture, harmoniously living and working together into the future.

Sony: Fill the world with emotion, through the power of creativity and technology.

Christian Oth: Christian Oth Studio is a full-service photography studio committed to telling your love story through editorial-style photos of the highest caliber. We strive to foster a strong connection with our clients and gain a true understanding of their vision and goals. Headquartered in the Flatiron District of New York City, we serve both local and international weddings worldwide.

Randal Ford: Randal Ford believes that simplicity is the ultimate sophistication. He is obsessed with details, creative collaboration, and chasing a timeless aesthetic.

LinkedIn: The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.

Disney: The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.


Whether you’re starting your business, or have been in business for years, a mission statement will address the why behind your photography business.

It’ll briefly describe your purpose, and help you make decisions that’ll move your business in the right direction.

Featured image courtesy of Pexels.

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