MISSION STATEMENT VS VISION STATEMENT - WHAT’S THE DIFFERENCE?

When you’re clarifying your brand strategy these 2 essential elements tell your audience so much about your business.  Yes, you need to have both of them, and here’s the difference:

BRAND VISION

Your brand vision is the aspirational goal you’re reaching for that gives your business direction and describes the future position of your company.  It’s what your business is striving to be…tomorrow.

Example…

LINKEDIN VISION STATEMENT:

“Create economic opportunity for every member of the global workforce.”

Your vision is your north star keeping you on purpose, telling your audience why your business exists and the value you add.  It also makes decision-making in your business easier because everything you say yes to feeds into this big picture purpose.

BRAND MISSION

Think of your mission as your daily marching orders.  If your goal is to strive toward that brand vision, then your mission helps you take one step closer to it in all your daily tasks and short term goals.  It’s what your business shows up to do…today.

A mission statement written well clearly tells your audience what you do, who you help and how your ideal clients benefit.

Example Continued…

LINKED IN MISSION STATEMENT:

“To connect the world’s professionals to make them more productive and successful.”

MISSION STATEMENT  & VISION STATEMENT EXAMPLES

Here are some additional examples for brands you know to help you see the difference between these two essential brand strategy elements.  Take inspiration from these to begin crafting your own mission and vision statements for your business.

DISNEY 

Mission

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.

Vision

To be one of the world’s leading producers and providers of entertainment and information.

SOUTHWEST 

Mission

To connect People to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision

To be the world’s most loved, most efficient, and most profitable airline.

IKEA 

Mission

To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision

To create a better everyday life for many people.

WARBY PARKER 

Mission

To offer designer eyewear at a revolutionary price, while leading the way for social conscious businesses.

Vision

We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

PATAGONIA 

Mission

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Vision

We’re in business to save our home planet.

WHY YOUR MISSION & VISION ARE IMPORTANT FOR YOUR BUSINESS

These two statements tell your target audience so much about your brand:

• Why you’re in business - the bigger purpose

• The direction you’re headed and how you intend to make a difference

• What you do - so specifically and clearly that your audience instantly gets it

• Who you serve so people can easily recognize if what you do is for them

• The promise your brand delivers and the benefits your audience receives

You could easily piece your mission and vision statements together in a conversation and make it your elevator pitch, too.

These statements should be front and center on your website.  I typically advise my clients to include their mission right on their homepage, and to weave their vision into their brand story (typically shared in full on the about page of your website).

Finally, it’s not just about crafting these two statements and knowing them internally, it’s about sharing your brand vision and daily mission with your audience frequently so they understand what you stand for and how you help.

HOW TO BEGIN CRAFTING YOUR MISSION & VISION STATEMENTS 

If you tackle your brand vision first, imagine what you want your business to accomplish in the world.  And once you’ve articulated your vision, ask yourself how you plan on making that vision a reality - - - and that’s your mission statement.

If you start with your mission, map out the specifics of what you do, who you serve and how it helps them.  Once you have that clarified, ask yourself why your mission is important and done consistently, what could that lead to?  That’s your vision statement.

GET MORE HELP WITH YOUR BRAND STRATEGY

Know you need more help articulating your brand mission and vision?  I walk you through how to do those, plus build your entire brand strategy foundation (think core values, taglines, brand perception, brand voice + personality, purpose, what sets you apart, and so much more) in my course, Brandpolish Academy.

Find out more about Brandpolish Academy & get on the waitlist before doors open again soon (waitlisters get early access + bonuses)!