How to Create a Compelling Mission and Vision Statement

# How to Create a Compelling Mission and Vision Statement Understanding why your business mission and vision is the foundation of a strong brand. It's the reason behind your purpose and makes you stand out from your competitors. Think of it as your short 'elevator pitch', or at least a way to share why you are doing what you do. Creating a **mission statement** is oriented around how you plan to service your customers with what you do — what is the purpose of what you do? **Vision statements are oriented around your company and its plan** — what your short term and long term plans are. Your mission and vision guide significant business decisions you will make in many areas, such as services, target market, and marketing strategy. ## What is a Vision Statement? A vision statement requires forward thinking and is usually the statement to start with. It focuses on what your company hopes to accomplish in the long run. When writing a vision statement, consider: - What are your long-term goals? - What problems do you want to solve for your target market and the community? - What change are you trying to make for your customers? ### Examples of Vision Statements **American Express:** Provide the world's best customer experience every day. **LinkedIn:** Create economic opportunity for every member of the global workforce. **Sony:** Using our unlimited passion for technology, content and services to deliver groundbreaking new excitement and entertainment, as only Sony can. ## What is a Mission Statement? A Mission Statement is what your organisation, business or offer is and why it exists and what it does for your customers. Some things to consider: - What you do - Target audience - Goals for your customer - Your unique selling point ## How To Create an Effective Mission Statement? ### The Kind of Business You're In Your mission statement must be specific about what type of clients and results you help your audience achieve. ### Your Target Audience Your mission statement must be created with your target audience in mind. Consider: - Who is going to read it? - What do they care about? - What concerns can I include to make them feel heard? ### Your Key Services Listing your main products or services will help potential customers see how you can help them. ## Conclusion Creating a mission and vision statement is essential to establishing a strong brand. Both provide additional direction to your offer or business and will in the long term help you stand out from others.