Mission and vision statement examples
Think about your favourite brands that you’ve purchased time and time again from. Why did you choose to purchase products or services from them even when there were alternative options?
Well, it could be because of their values. Some of the best brands don’t just focus on the product, but also that genuine customer connection. Once a brand has established that connection, it’s likely that the customer will stay loyal to the company, therefore increasing overall profitability.
This, however, doesn’t happen overnight and brand loyalty like creating a mission and vision statement, takes time and effort.
What is a mission statement?
A mission statement is an action statement that declares the purpose an organisation serves to its audience. The mission statement is typically constructed with a general description of the organisation, its function and its objectives.
As the organisation grows, things may shift and hence, mission statements can be revised as needed to reflect the business’s new culture.
How do you write a mission statement?
1. Ensure that it aligns with your values
There should be a connection between your values and your mission statement
2. Make sure that it’s condensed
While your mission statement can be a paragraph or a sentence, it should be a short summary of your company’s purpose while also stating the who, what and why.
3. It should be concise
It’s vital to ensure that your mission statement is concise and free from fluff. A rambly mission statement will not only lose its overall meaning, but also confuse customers.
What are some mission statement examples?
Here are some great mission statement examples for reference:
- Jetblue: To inspire humanity – both in the air and on the ground.
- Tesla: To accelerate the world’s transition to sustainable energy.
- TED: Spread ideas
What is a vision statement?
As mentioned earlier, a mission statement helps to clarify what the company wants to achieve and who they’d like to support. A vision statement on the otherhand, would be what the brand wants to attain as they look towards the future and what it hopes to achieve through the mission statement.
Here’s a quick summary between the two to make them easy to distinguish between:
1. Mission statement
Describes the purpose a company serves. What the company does, who their target audience is and the key offerings are typically highlighted in the mission statement.
2. Vision statement
Look towards the company’s future and what they’d like to achieve. The same elements from a mission statement may be in the vision statement but it’s described in future rather than present tense.
What are some vision statement examples?
Here are some great vision statement examples for reference:
- LinkedIn: Create economic opportunity for every member of the global workforce.
- Meta: Give people the power to build community and bring the world close together.
- Disney To be one of the world’s leading producers and providers of entertainment and information.
Crafting your mission and vision statement
If you’re currently in the midst of crafting the mission and vision statement for your business, it’s important to remember to take your time and not rush into things. After all, the mission and vision statement is your company’s roadmap, so you’d want to make sure that it encapsulates the essence of your company.