Mission & Vision Statement

Many people when starting their new business venture fixate on getting their logo in order to feel complete. While that’s an extremely important step, the aesthetic portion of your brand is only half the battle. Foundational items such as your mission and vision statements are just as important. These are the intangible things that your entire brand stands on. They also outline the journey your company intends to go on, give you a measurement for success and remind you of your purpose.

So what is a mission statement ? Your mission statement tells your audience what you plan to do, for who and why. It’s meant to inspire people into action. Although the statement is short, and therefore pretty broad there’s a few things you want to keep in mind when crafting it.

Your mission statement should be concise (straight to the point), outcome oriented (working towards a goal), and inclusive (catering to many different types of people). Look at ASPCA for example. Their mission statement is “to provide effective means for the prevention of cruelty to animals throughout the United States.” So what are they doing ? They’re preventing cruelty. For who ? Animals in the United States. Why ? Because they want to provide efficiency. It’s straight to the point and calls to action anyone who loves animals, which is a wide range of people.

How about your vision statement ? Your vision is there to inspire people to dream. It tells them what the world will look like once your mission has been accomplished. There’s a few things most great vision statements have in common. They’re understood and shared by members of the community they serve, they’re broad enough to include a diverse group, they inspire and uplift everyone involved and they’re easy to communicate. 

Let’s stick with ASPCA and look at their vision statement. It reads “the vision of the ASPCA is that the United States is a humane community in which all animals are treated with respect and kindness.” So you can see how it ties into the mission statement. If they’re able to provide effective means for the prevention of cruelty to animals throughout the United States then we’ll see a world where the US  is a humane community where all animals are treated with respect and kindness !

Their vision statement is easily understood, you can close your eyes and envision the world they’re after, it’s inspiring to those who love animals and it’s easy to communicate. When you have a clear and compelling mission and vision statement you give people hope, draw people with similar values, and keep your why in the forefront of your mind. 

Wondering what other foundational items you need for your business ? Purchase our structure worksheet and get a free half consultation to help fill it out !