Your Vision, Mission, and Values

Whether your brand is a start-up or an existing SME, you’re probably become aware of the need for a Vision Statement, Mission Statement, and Values Statement. What does each entail? How do they differ from one another? And how can you go about writing them?

Today, I’m answering all of those questions, and more, so that you may move forward with Vision, Mission, and Values Statements that drive your brand—with verve—into the future.

Vision Statement

Your brand’s vision statement creates a picture of what you want for your brand in the future—an image of where it’s headed. It also creates a vision of how your brand will affect its industry, its community…all those people whom it will touch.

A vision statement is crucial because it sets a destination. It offers focus on where you’re going so that you and your team can stay focused and make the decisions necessary for getting there. It also serves as a source of motivation; its text should be inspiring—a moving reminder of where you’re headed.

When writing your brand’s vision statement, I recommend that you consider the following:

  • Write with clarity, and keep it short.
  • Focus on the future—maybe five or ten years from now.
  • Imagine what the news will be reporting about your brand, what people are saying about your brand, how it has expanded, what it has done.
  • Be specific and direct. Think “will be” rather than “will aspire to be.” Use vivid language that conjures specific pictures in the mind.
  • This is your dream, which will support the dreams of your ideal clients. Show your passion for what you aspire to.

Here are a few example of vision statement:

  • “To be the company that best understands and satisfies the product, service and fulfilment needs of women—globally.” (Avon)
  • “A computer on every desk and in every home; all running Microsoft software.” (Microsoft)


Mission Statement

Whereas a vision statement is about the future of your brand, a mission statement is about what you will do to get there. It is the action figure, the goal-centred game-plan.

A mission statement keeps a brand’s team focussed on goals, reminds them of the identity of the ideal client, and guides them in carrying out operations and in making decisions. A mission statement also names the benefits the brand has to offer, as well as what makes it unique.

Here are some points to keep in mind when crafting your mission statement:

  • Name goals that will, when achieved, move your brand toward its vision.
  • Stir the emotions that you know are important to your ideal client.
  • Name the processes that are critical to success.
  • Set standards for levels of performance.
  • Name your target audience and your brand’s responsibilities to them.
  • Use motivational language to rally your team and potential clients around your goals.

Some examples of well-written mission statements:

  • “To combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for customers.” (Aflac)
  • “Our mission: to inspire and nurture the human spirit one person, one cup and one neighborhood at a time.” (Starbucks)


Values Statement

Your corporate values are your brand’s top priorities—the core beliefs that it holds dear. Loyal clients (your ideal customers) will hold those same values, and will therefore feel an emotional connection to your brand.

Your values statement will attract the right people to your brand, as well as remind your team of the values they should adhere to with every interaction.

Every brand should list its corporate values before crafting any sort of branding or marketing strategy. Here are some examples of corporate values:

  • Integrity
  • Creativity
  • Ingenuity
  • Energy
  • Courage
  • Excitement

With these three statements—vision, mission, and values—your brand will be able to better communicate its purpose, more effectively connect with the right people, and stay on track toward a brilliant future.

I hope you enjoyed this article.

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