The key elements to writing a powerful vision and mission statement

Sep 08, 2020

Your mission statement sets the foundation for your business. It tells customers and employees what your purpose is and how you help people. Your vision statement should focus on where you're going and how you're going to get there. 

You only get one chance to make a first impression. Keep your company's mission, and vision statements simple. Avoid jargon or unnecessary words. Think about your long-term plan. Keep in mind that your business may evolve as your company grows. If you're moving in a new direction, create a new vision statement that aligns with your current goals. 

The idea is to keep your customers in the loop, so they connect with your brand. In this post, we'll show you how to write original vision and mission statements to grow your business, go into the imporant elements and highlight some inspiring examples. 

What's the difference between a vision statement and a mission statement? 

A mission statement describes your goals and values. It's typically a short statement that you can post on your website that explains what you do, who you serve, and what makes your brand unique. 

A vision statement explains your company's objectives for the future. It should state where you are today, what goals you have for the business, and how you plan to reach those milestones. 

Before you start brainstorming ideas for your mission and vision statements, create a vision board to put your ideas in one place. Focus on answering these questions: 

  • How does your business help solve your client's problems? 
  • What's your why? Define your purpose. 
  • What are the goals of your business? 

How to write an original vision statement 

what is a vision statement

To write a compelling vision statement, create a map of your business goals, and decide what impact you want to have. Your statement should be clear and help customers understand what you do and where you want to be. 

When writing your vision statement, think about where you'll post it on the website. Are you going to feature it on the front page? Your about us page? Keep that in mind when crafting your statement so you can focus on who you're writing it for - your audience. 

If you're struggling to highlight your strengths, ask your team for feedback. Planning a rebrand? Update your vision statement to meet your objectives. 

How do you write an original mission statement

what is a mission statement

When you think of your business's core values, what's the first thing that comes to mind? Use this as inspiration to create the perfect mission statement. Create a memorable short statement that people can connect with. You don't need to write a long paragraph to explain your purpose. 

  • Your brand's mission statement should focus on your goals, your clients, and your employees. 
  • It should reflect your values, beliefs, and help guide your company in times of crisis.
  • Be passionate about what you write and state your long-term goals.
  • Use present tense.
  • Avoid unnecessary words.
  • A powerful mission statement is clear, focused, and compelling. 

Related: How to make your brand more recognizable

Vision and mission statement examples

Need some help creating your vision and mission statements? Here's some inspiration to help you get started. 


Vision statement: Create economic opportunity for every member of the global workforce.
Mission statement: The mission of LinkedIn is simple: connect the world's professionals to make them more productive and successful.


Mission statement: Our mission is to be Earth's most customer-centric company. This is what unites Amazonians across teams and geographies as we are all striving to delight our customers and make their lives easier, one innovative product, service, and idea at a time.


Mission statement: Asana's mission is to help humanity thrive by enabling the world's teams to work together effortlessly


Vision statement: To be the number one flexible talent solution in the world.
Mission statement: To create economic opportunities so people have better lives.


Mission statement: We make everyday life better, every day 


Mission statement: At United, we define diversity as the range of differences that make individuals unique, including ability, age, ethnicity, gender identification, race, sexual orientation, religious belief and veteran's status. Inclusion is how we leverage these differences to form a genuine community and expand business opportunities.

Our approach is treating diversity and inclusion like a core leadership competency, taking diversity well beyond compliance. The goal is for leaders to create a culture where acceptance and appreciation of everyone is the norm and each employee is comfortable bringing their full selves to work. Our mission is to create an inclusive work environment, characterized by dignity and respect, that empowers every employee to serve the global marketplace and contribute to our success.

Vision statement: Through our Diversity and Inclusion strategy, we find innovative and effective solutions to engage employees from diverse backgrounds and cultures in taking our flyer-friendly service around the globe. We are driving to become recognized as an airline where:

  1. leaders embrace diversity and inclusion as a business advantage
  2. employees feel highly valued, are actively engaged and are treated with dignity and respect
  3. customers value our inclusive approach to delivering flyer-friendly service

Related: Mission statements in the automotive industry and why they matter
Related: How to improve your Marketing Workflow Management

A compelling mission statement should help motivate your employees and build trust with your clients. A vision statement outlines your goals so you and your team can stay on track. If you need help understanding the difference, your mission statement should focus on today, while your vision statement talks about the future. When you started your company, you had a mission in mind. Use that motivation to help you create memorable and powerful mission and vision statements for your business.  

Struggling to organize your content in one place? Lytho's Digital Asset Management Solution allows you to keep your entire company on-brand. Quickly access your assets from the platforms you use most with our integrations; Adobe CC, Microsoft Office, WordPress, and more. Book a free demo to explore a new way to help you reach your business goals. 


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