Your mantra suggestion speaks to values, which I admit, are not visible in our musical pitch. However, I do agree that a mantra (like the examples you provided) is important to have, as it acts as a lighthouse to keep our values on track.

“Forget mission statements; they’re long, boring, and irrelevant. No one can ever remember them-much less implement them. Instead, take your meaning and make a mantra out of it.”

Basically, the mantra is the thing that guides everything you do. It’s different than a mission statement in that a mantra is almost something you can live by. It strikes a chord with your ideals and values. I’ve found its also incredibly helpful as a quick test to see whether what you are working on is really relevant to your goals.

Some examples of mantras Kawasaki gives are:
Nike – “Authentic athletic performance”
Disney – “Fun family entertainment”
Starbucks – “Rewarding everyday moments”
IBM – “Think”

For my father’s photography business, we came up with “picture perfect.”
Mantra’s are open to interpretation, but will always make sure you are aligning with your values.