We often confuse a brands mission statement with the vision statement. So the goal of this article is to clarify on what the difference is and compare the mission statement vs vision so that we can all avoid false ideas on what they are.
Your brands mission or vision is not to be confused with its purpose statement, although it often is. To learn more about purpose statements you can follow this link where I talk about it in more details.
A mission and vision statement is not meant for only non-profits. It is meant for any brand that wants to show a stronger sense of direction and meaning.
You also don’t have to be a multi-million dollar brand to have a vision and mission. You just need to have big dreams.
The Mission Statement vs Vision Statement
The Vision statement
Your brands vision statement is simply a statement on what your brand is looking to achieve and the broad vision that you have for the future. What does success look like to you? What impact are you looking to make in your industry?
Your vision statement is used to motivate your team and inspire others. Your vision must be clear and concise as well as bold and aspirational. It must also be realistic and paired with a statement on how you will achieve it.
The Mission statement
Your brands mission statement is a brief statement on how you will achieve your vision for the future. It must be clear and measurable. It can also be customer-focused and convey a benefit.
By hearing your mission statement, people will have a clear idea of how you plan to bring your vision to life. By combining a strong mission statement with an ambitious vision statement and an authentic purpose statement, your brand begins to have more meaning that is beyond just selling products and services.
5 Effective Examples of Vision and Mission Statements from Leading Brands.
1.) Slack
Slack is the collaboration hub that brings the right people, information, and tools together to get work done. They envision a world where organizations can achieve agility easily, no matter their size. They hope to achieve this by making people’s working lives simpler, more pleasant and productive.
Vision
A world where organizations can achieve agility easily, no matter their size.
Mission
To make people's working lives simpler, more pleasant and more productive.
2.) Linkedin
Linkedin is the world’s largest professional network with millions of members in over 200 countries worldwide. Their vision is to create economic opportunity for every member of the global workforce. They hope to achieve this by connecting the world’s professionals to make them more productive and successful.
Vision
To create economic opportunity for every member of the global workforce.
Mission
Connect the world's professionals to make them more productive and successful.
3.) Charity Water
Charity Water is a non-profit organization that is focused on providing clean and safe drinking water to people in developing countries. Their vision is to reinvent charity and they hope to achieve this by bringing safe and clean drinking water to people in developing countries.
Vision
Reinvent Charity.
Mission
To bring safe and clean drinking water to people in developing countries.
4.) CARE
CARE is about saving lives, defeating poverty, achieving social justice and fighting for women and girls. They envision a world of hope, inclusion and social justice, where poverty has been overcome and all people live with dignity and scrutiny. They hope to achieve this by working around the globe to save lives, defeat poverty, and achieve social justice.
Vision
We seek a world of hope, inclusion, and social justice, where poverty has been overcome and all people live with dignity and security.
Mission
CARE works around the globe to save lives, defeat poverty, and achieve social justice.
5.) Google
Google is all about the spread of information. They envision a world in which everyone has access to the world’s information in one click. They hope to achieve this by organizing the world’s information and making it universally accessible and useful.
Vision
To provide access to the worlds information in one click.
Mission
To organize the worlds information and make it universally accessible and useful.
In Conclusion
These examples should certainly give you a clearer idea of what a mission or vision statement is as well as the difference between them. If you enjoyed this article then you may also enjoy my previous one with 5 Manifesto Examples in Branding and Design or how you can Stand Out With a Brand Positioning Statement
