Impact of a Brand’s vision / mission statements (2020) - Granth
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Impact of a Brand’s vision / mission statements (2020)

Difference between Vision and Mission


When a brand comes into existence it has a purpose in its root. That purpose can be anything. But it surely becomes the cornerstone for that brand. A brand’s purpose is the reason why it is formed by some aspirational people. Purpose guides them to create a vision and then mission. You might be thinking if vision and mission are the same or not. They are not and (good news!) we are here to clarify it. What is the difference between vision and mission?

A vision is ‘what’ that brand wants to achieve. For example, Google wants ‘to provide access to the world’s information in one click.’ That is like a dream, vision statement tells where your brand wants to see itself in future. Vision of the company is like a guiding oracle. Once your vision is decided you move towards ‘how’ to achieve it. Here a mission statement comes into play. A Mission statement tells what strategies will be used or where will be the focus of the company. Google’s Mission statement is ‘to organise the world’s information and make it universally accessible and useful.’ This statement supports the vision of the company. So, that’s how the chronological relation works:

Purpose – Vision – Mission

We hope now you are clear on the difference between mission and vision.

How to write 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 help you in shaping your brand’s work culture. They keep you consistent and focused.

Vision statements are all about WHAT, so your vision statement will be short and concise stating it. Here are some tips:

  • Make it quantified so you can see where you are in 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 to be personal as in adaptable into your work culture.

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

  • It must have the strategies you are going to use to achieve your vision.
  • It must be clear in meaning so even the average person can see it.
  • Keep it as short as possible, nobody wants to read an essay about your missions.
  • Try to keep your core idea (uniqueness) at the center of it.

Also read: Brand Guide Book: First step towards long run of a Brand

What great brand do with mission statements

Let’s gaze at some of prominent mission statements and see what a great brand should aspire for while making mission statement:

Keep it to the point


TED: Spread ideas.

TED is about gathering up and spreading ideas in a compact way. So it’s mission statement is also short and to the point.

A line for a great change


Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.

Prezi’s mission statement focuses on a huge world breaking(in a good way!) change they will bring, ‘reinvent’ is the keyword here.

Show the best


American Express: We work hard every day to make American Express the world’s most respected service brand.

Every brand wants to do its best. Mission statements like above example can show how your brand wants to be best while achieving your vision.

Defines scale


Microsoft: Our mission is to empower every person and every organization on the planet to achieve more.

Your mission statement can be about how much you are going to cover. It can be from a community to infinity! Microsoft’s mission statement talks about empowering ‘everyone’ which is both personal and global at the same time.

Focus on emotion of consumers


Coca-Cola: To refresh the world 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 can make it positive and emotional how you achieve your vision.

Examples of Mission and Vision statements

It is better to learn from the best examples. Let’s see some more examples of mission statements and vision statements from the market:


V- To accelerate the world’s transition to sustainable energy.

MS- To create the most compelling car 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 discover anything they might want to buy online.

MS- We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.


V- Bring inspiration and innovation to every athlete* in the world.

* If you have a body, you are an athlete.

MS- Create ground-breaking sports innovations, make our products sustainably, build a creative 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 highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

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