"Without a mission statement, you may get to the top of the ladder and then realize it was leaning against the wrong building!" - Dave Ramsey
Think about your favorite brand of clothing. Let’s assume it’s not the cheapest in the market, but rather average or even premium. Why do you keep purchasing from them if there are cheaper options available? Most probably because of the values they represent and stand by, with every piece of clothing they create.
The best brands (regardless of size or industry) will always aim to create the perfect experience for their customers and employees. There are many factors to consider when creating this, but if a brand wants to have the greatest pool of customers, they will invest money and time into it.
All this comes down to the statements of mission and vision of a company. People need the story behind the product or the service before being absolutely sure they will spend their money on it.
In the following article, we will spot the difference between the mission and vision of a company, why these two are a must for every organization, we’ll see the steps to take for writing a mission statement, and some inspiring examples from different brands worldwide.
Contents:
Let’s start very easily: A mission statement concentrates on TODAY and what the company is doing to achieve its objectives. The vision statement focuses on TOMORROW and the end game: what is the ultimate target for the future.
Don’t fall into the trap of using either of these concepts with the same meaning. We are discussing two separate terms and concepts, both critical for a successful business.
A mission statement focuses on the present purpose a company works towards. It should include a short description of what the company does, the key targets, target audience/customers, and maybe even position within the market. Keep in mind there is a balance between the mission statement as a part of your company’s outside reputation and the mission statement as a part of your company’s internal communication.
The vision statement is a peek into the future of the company. It’s a far-away but achievable goal for the long term. It should explain the aspirations briefly and the bigger significance the company plans on having. It should be a point of start for making the strategic decision in the organization.
A mission statement is a guideline for the company's vision statement.
Mission and vision statements are emblems. Your company needs them.
Effective statements will work as a unifier of the spotlight within the company and outside: in the eyes of the target audience.
They are a perfect way to gain a clear view and ensure you and your management make the best possible decisions.
Remember that these are also a method of separating from the crowd and creating a better and more awesome brand.
Mission and vision statements drive action, empower your employees, and shape company culture.
Finally, mission and vision statements offer principles of existence to the human capital, which is not to neglect because we all need meaning from our daily work.
Here are a few simple steps you need to take in order to write the mission statement your company needs:
Here are ten examples of mission and vision statements of companies that really understood how to get the hearts and money of their customers.
Important
And in case you're looking for some examples of company values, and the most popular words used when defining these statements, we have you can discover all the details.
Conclusion
Indeed, by now, you are convinced your company needs a mission and vision statement. Make sure these two essential elements of your business are clear, coherent, and can be easily communicated to the world. It’s essential to know who you are and where you’re going.
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