• September 28, 2020

Impact of a Brand’s vision/mission statements (2022)

5 minutes to read

Impact of a Brand’s vision/mission statements (2022)

Difference between Vision and Mission

When a brand comes into existence it has a purpose to fulfill. That purpose is often anything, but it surely becomes the cornerstone for that brand.

A brand’s vision is the reason why it’s formed by some aspirational people. It guides them to make a vision then mission. You would possibly be thinking if vision and mission are equivalent or not. They’re not and (good news!) we are here to clarify it. What’s the difference between vision and mission?

A vision is ‘what’ that brand wants to realize. For instance, Google wants ‘to provide access to the world’s information in one click.’ that’s sort of a dream, vision statement tells where your brand wants to ascertain itself in the future. The vision of the corporate is sort of a guiding oracle. Once your vision is set you progress towards ‘how’ to realize it. Here a mission statement comes into play.

A Mission statement tells what strategies are going to be used or where is going to be the main target of the corporate. Google’s Mission statement is ‘to organize the world’s information and make it universally accessible and useful.’ This statement supports the vision of the corporate. So, that’s how the chronological relation works:

Purpose – Vision – Mission

How to write a Mission statement and vision for your brand

Writing vision and mission statements are important for you as a brand. Having them guides your brand’s way, it gives you new ideas (about products and marketing). They assist you in shaping your brand’s work culture. They keep you consistent and focused.

Vision statements are all about WHAT, so your vision statement is going to be short-stating. Here are some tips:

  • Make it quantified so you’ll see where you’re within the journey.
  • It should inspire you, your employees, and your consumers. So, it must have something positive in it.
  • Make it focused so you don’t diverge as you progress.
  • It has got to be personal as in adaptable to your work culture.

Mission statements are all about HOW, so your mission statement is going to be about the action you’re going to fancy to achieve the brand’s vision. Tips:

  • It must have the strategies you’re getting to use to realize your vision.
  • It must be clear in meaning so even the typical person can see it.
  • Keep it as short as possible, nobody wants to read an essay about your missions.
  • Try to stay your core idea (uniqueness) in the middle of it.

What great brand do with mission statements?

Let’s look at several prominent mission statements and see what an excellent brand should aspire for while making a mission statement:

Keep it to the purpose

TED: Spread ideas.

TED is about gathering up and compactly spreading ideas. So, its mission statement is additionally short and to the purpose.

A line for an excellent change

Prezi: To reinvent how people share knowledge, tell stories, and encourage their audiences to act.
Prezi’s mission statement focuses on an enormous world-breaking (in an honest way!) change they’re going to bring, ‘reinvent’ is that the keyword here.

Show the simplest

American Express: We exerting a day to form American Express the world’s most respected service brand.
Every brand wants to try its best. Mission statements like the above example can show how your brand wants to be the best while achieving your vision.

Defines scale

Microsoft: Our mission is to empower everyone and each organization on the earth to realize more.
Your mission statement is often about what proportion you’re getting to cover. It is often from a community to infinity! Microsoft’s mission statement talks about empowering ‘everyone’ which is both personal and global at an equivalent time.

Focus on the emotion of consumers

Coca-Cola: To refresh the planet in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions.

See that! Refresh, inspire, optimism and happiness, all positive words. you’ll make it positive and emotional how you achieve your vision.

Examples of Mission and Vision statements

It is better to find out from the simplest examples. Let’s see some more samples of mission statements and vision statements from the market:


V- To accelerate the world’s transition to sustainable energy.
MS- to make the foremost compelling auto company of the 21st century by driving the world’s transition to electric vehicles.


V- To be Earth’s most customer-centric company, where customers can find and find out anything they could want to shop for online.
MS- we attempt to supply our customer’s rock bottom possible prices, the simplest available selection, and therefore the utmost convenience.


V- Bring inspiration and innovation to each athlete* within the world.
* If you’ve got a body, you’re an athlete.
MS- Create ground-breaking sports innovations, make our products sustainably, build an ingenious and diverse global team, and make a positive impact in communities where we live and work.

Southwest Airlines

V- To become the world’s most loved, most flown, and most profitable airline.
MS- Dedication to the very best quality of customer service delivered with a way of heat, friendliness, individual pride, and company spirit.

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