Mission and Vision Statements

Mission statements often get confused with other aspects of a brand’s identity, so let’s separate them out:

Mission statement: This is what you do, why you do it, how you do it, and what value you bring.
Vision statement: Your vision statement is what you hope to be by doing your mission.
Goals: Your goals are tangible outcomes that will fulfill your mission.
Core values: Your core values unite your team to fuel all of the above. Because your business achieves your goals through the lens of your core values, you fulfill your mission which fuels your vision.

A good business mission statement defines your organization in a nutshell. It boils down the reason for your existence and delivers it to the public in a way that is easy to digest. This includes:

What products/services you provide
For whom
Where
How you make it possible
The ultimate value/positive outcome of those products/services.

That last bullet is key. Because while your mission statement is factual, it needs to be delivered in a way that communicates authenticity and inspiration.

A vision statement outlines your company’s long-term goals. A good vision statement describes the bigger-picture impact of the work you’re doing day-to-day. A great vision statement includes all of this and inspires your employees, your customers, and your community to join you in realizing this vision.

You want to make sure you’re creating a great vision statement.

The difference between your mission statement and your vision statement is important but simple: Your vision is the result of your mission.

Your vision statement fits into a larger part of your brand identity that also includes your mission statement and your company values. Here’s a quick overview:

Your mission statement defines what you do, who you do it for, how you do it, and why it matters.
Your vision statement outlines your long-term goals, the impact of achieving this mission.
Your values are the guiding principles and beliefs that your brand embodies.

Your vision statement then should be the result of your mission statement. By working towards your mission, your company will achieve the long-term, bigger-picture vision for your brand, your customers, and sometimes even society.

My rabbit hole down Wordfeeder this morning: What are your mission and vision statements?

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