Michael Epps Utley 
Why do people buy products and services from certain brands when less expensive versions exist? It often comes down to compelling brand mission and vision statements that convert buyers into believers.
Businesses use their mission statements to express what they value. Vision statements tell consumers where you see your company in the future. Both of these types of messaging are valuable because many consumers (especially younger ones) prefer to do business with companies that believe in the things they do.
This guide reveals what makes mission and vision statements compelling so you can inspire more people to do business with you.
What Is a Mission Statement?
A mission statement is a simple message about your company’s goals, values, and objectives. It briefly and simply explains to consumers, stakeholders, and employees why an organization exists. It also helps companies stay on track when making significant business decisions, ensuring they align with their mission.
In short, a mission statement helps customers, employees, and leadership understand a company’s top priorities.
A mission statement may change over time. As a business grows, it may reach its goals and objectives, and it will need to evolve to reflect a new chapter in the organization. It’s critical to update your mission statement to reflect the company’s new culture, objectives, and targets.
What Makes a Mission Statement Effective?
A great mission statement combines physical, emotional, and logical elements to describe a compelling customer and employee experience that people will value. A stellar mission statement goes beyond explaining your brand’s purpose; it also connects with people.
Brands that build genuine connections with customers and employees tend to be more successful than those that are more transactional. A unique mission statement will help your business stand out, differentiating your brand from your competitors.
What Should a Mission Statement Include?
Your mission statement should clearly and concisely express what your business does, how it does it, who it does it for, and why. It should explain:
Brand purpose. Lay out what your products or services do and who your business serves.
Brand values. Explain what your company stands for, such as environmentalism or universal healthcare.
Brand goals. Describe why consumers should purchase from you rather than your competitors.
What Is a Vision Statement?
A vision statement is aspirational. It documents your company’s plan for the future and the impact it could have on its industry. It generally serves as a guide for achieving your future business goals, encouraging customers and employees to stick with your organization over the long term.
What Makes a Vision Statement Effective?
Great vision statements are strong, bold, and ambitious. They should be inspirational, giving company leaders, employees, stakeholders, and customers something to rally around. Your vision statement can help build customer loyalty because their support for your business isn’t just based on buying something — it’s built around your vision because they believe in the future of your business.
What Should a Vision Statement Include?
Your company’s vision statement must align with your mission. A vision statement should be:
Aspirational and ambitious. Create a picture of what you want your business to accomplish and become in the years ahead.
Practical and achievable. Your vision statement should be ambitious. However, it shouldn’t be impossible to achieve. Your goals should be both challenging and practical.
General. Your vision should be broad enough to include all your business goals.
Mission Statement Versus Vision Statement: The Difference
Whereas a mission statement clarifies what the company wants to achieve, who it supports, and why it helps them, a vision statement describes where the company wants to be in the future and the impact it wants to have on its business sector and the world.
You must have a mission statement before you can create your vision statement.
A mission statement explains what your brand or company does. It informs people about its products and services, who is in its consumer base, and what makes it unique. A vision statement goes beyond that, looking toward the future and laying out what the organization hopes to achieve through its mission statement. A vision is more conceptual, painting a picture of what the brand hopes to become.
Now that you understand the fundamentals of mission and vision statements, it’s time to craft yours to better connect with consumers.
