🦩 The 2 most important statements your brand needs

This week we are tackling your brand's mission & vision.

What's the difference?

Your mission statement communicates your purpose to your target audience.

Your vision statement focuses on what you want to become—your future goals and aspirations.

Put a little differently, a mission statement deals with “why” your brands exists, while a vision statement outlines “what” that existence will look like in the future.

The best part is that your mission and vision can change as your brand grows and evolves. When you reach your vision, it’s time to create a new vision statement. This motivates you toward greater goals and opens you to greater possibilities.

3 Mistakes You May Be Making with Your Mission & Vision

  1. It's too long. The best statements are concise—under 20 words. No one will read it if it's too wordy.

  2. It's complex. Simple and clear works best. Don't try to include all your services and goals. Drop the jargon. Nobody likes that.

  3. It's too general. Make it specific. These statements will guide and unite your team toward a shared purpose.


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Mission Statement Framework

Our mission is to (help)(who) (why).

Our Client Example: "To improve the health of residents in Southern Maryland through meaningful partnership-led education, engagement, and empowerment."

Vision Statement Framework
  1. Purposeful: Motivating and inspirational

  2. Forward-looking and long-term: Aspirational but realistic goal

  3. Actionable & Bold: Define your brand's reason for existence and where it is heading.

  4. Short & Sweet: Can't emphasize this enough. K.I.S.S.

The following questions can help you clarify your vision:
  • Where do you want to go?

  • What can you realistically achieve?

  • What problem does your brand intend to solve?

  • What are the changes you believe your brand can make for individuals?

  • How will things be different when you reach your vision?

  • What phrases or keywords describe the type of brand and outcome you want?

If you need more inspiration, here are some examples to get your creative juices flowing:

Our Client Example: Health equity for a healthier Southern Maryland.

Nike: “Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

TED: “Spread ideas”