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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 however are oriented around your company and its plan. What your short term and long term plans are. 

These are both confused to one of the same at times, and although different they do lead to the same message. Your mission and vision, guide significant business decisions you will make in many areas, such as:

  • services
  • target market
  • marketing strategy 

Check out this guide to writing a compelling mission and vision statement for your brand.

What is a Vision Statement?

A man was lost in his thoughts, leaning against the window pane.
Your business mission and vision statement will help you determine what you want to achieve and how to make it happen.

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 the following:

  • 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?

Vision statements vary from business to business. When creating a vision statement it does help to review why you are doing what you do, why you started this from the beginning. Some of us begin something because we want to see a change, or provide a service to help others achieve what we have achieved.

Breaking down what you experienced or feel toward a change and how you plan for that change is a great way to start. Consider the following vision statements for inspiration:

American Express

Provide the world’s best customer experience every day.


This is our company and we operate together against our single vision: to create economic opportunity for every member of the global workforce.


Using our unlimited passion for technology, content and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

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Two people work together to piece a puzzle.
Understanding your mission is like completing a puzzle, where each piece represents an essential aspect of your business.

What is a Mission Statement? 

As mentioned above a Mission Statement is what your organisation, business or offer is and why it exists and what it does for your customers. Mission statements are usually a little longer than a Vision statement.

Some things to consider in a Mission statement

  • What you do
  • Target audience
  • Goals for your customer
  • Your unique selling point

How To Create an Effective Mission Statement? 

It helps to be clear with what you have to offer when crafting your mission statement. Your audience is more likely to appreciate your value and choose you if you can clearly explain what you offer. This approach should highlight the following:

The Kind of Business You’re In

For example, if you’re an online fitness coach, your mission statement must be specific about what type of clients and results you help your audience achieve. It’s also essential to include your main selling points — the reason why people should hire or buy from you.

Your Target Audience

Your mission statement must be created with your target audience in mind. Consider the following aspects when writing for your target audience:

  • Who is going to read it? 
  • What do they care about? 
  • What concerns can I include to make them feel heard and validated? 

Your Key Services

Listing your main products or services will help potential customers see how you can help them with their problems. Make sure to add one or two of your main products or services when crafting your mission statement. 

For example, if you’re a fitness coach, a good mission statement could read like this: 

“I help my clients get fit through a personalised fitness plan. I also provide nutritional advice so my customers can experience the maximum benefits of their workouts, through an easy to follow step by step plan. Helping them see results mentally and physically in as little as 1 month!”


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. 

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