How to Write Mission & Vision Statements

Just like you do, your brand needs a direction—a clear idea of what your goals are and how you’re going to achieve them. These two elements work hand in hand to guide your company’s actions and communicate your purpose to your audience. If you want to get jargony about it (you do), they’re also known as mission and vision statements.

Confused about the difference between a mission statement and a vision statement? Here are the handy definitions we live by:

A vision statement focuses on tomorrow and what an organization wants to ultimately become. A mission statement focuses on today and what an organization does to achieve it.

Vision statement

Your company VISION statement defines what the future looks like if you succeed. Think of it as your reason for being. The idea that gives your business purpose.

Consumers today are savvy and have well-developed bullsh** filters. They’ll sense your purpose (or lack thereof) quicker than you can say, “I didn’t plan what to eat for lunch today.”

By clarifying your purpose and telling a real story, you can connect with your audience emotionally, even without any visual expressions of your brand.

If you’re trying to create a vision statement for your brand, here’s some food for thought:

Imagine your company lands a front-page article in the New York Times, announcing a major company milestone.

What’s the headline? What are customers saying about your brand? 

The answers to these questions will give you a little peek into the future you want to create.

Mission statement

Your MISSION statement defines what you stand for and what you’re trying to achieve… on a daily basis. It gives you a single point on which to focus as a brand and with everything you do as a business. 

What are you committed to doing, every day, to help bring your vision to life?

Have you crafted vision & mission statements for your brand? Or do you need a little help getting there? That’s what our Plan Your Brand program is for! Get it here.