How to Write a Mission and Vision Statement

Mission and Vision Statements

Mission Statement 

/mIshUHn/ , /stAYtmUHnt/

Short summary defining the "why" that motivates your business, products, and services.

Vision Statement

/ˈvɪʒ(ə)n/ , /stAYtmUHnt/

Declaration outlining the organization's future goals and the impact you wish to have on the world.

Your company's values are what guide the mission and vision your customers idolize. 

The 3 Pieces of a Mission Statement

• Address your vision to your target audience.

• Outline your organization's value.

• Establish what sets your brand apart from others in your industry.

Four Factors of a Vision Statement

1. Defines your target audience and customer base.
2. Addresses the need and future intent of the organization.
3. Motivates and captivates audience, utilizing core values.
4. Clearly identifies strategies and goals.

Benefits of a Mission and Vision Statements

• Focus Your Digital Campaigns

• Establishes Your Brand's Market Value

• Helps with Strategic Planning

• Clearly Communicate Your Organization with Stakeholders

• Outlines Intentions to Target Audience

• Sets Standards for Employee Performance and Office Culture

Examples of Effective Marketing with a Mission and Vision Statement

Google	Vision Statement	“To provide access to the world’s information in one click”
Starbucks	Mission Statement	“With every cup, with every conversation, with every community - we nurture the limitless possibilities of human connection.”
Disney	Vision Statement	“To be a premier entertainment giant and strategic business player around the world.”
Nike	Mission and Vision Statement	“We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.”
Telfar	Mission Statement	“It's not for you — It's for everyone.”
Tesla	Mission and Vision Statement	“Our mission is to accelerate the world's transition to sustainable energy. In pursuit of this goal, we build products that are designed to replace some of the planet's biggest polluters – while trying to do the right thing along the way.”
Roc Nation	Mission Statement	“Creating and supporting careers in every aspect of modern entertainment.”
Apple	Vision Statement	“We believe that we are on the face of the earth to make great products, and that’s not changing.”

Resources to Help You Write Your Statements

• ChatGPT

• Wordkraft AI Tool

• Ramp

• HIX.AI

• CoSchedule

• ATP.Corp Worksheet

• Feedough