Unfortunately for some, mission and vision statements are a few simple lines that you hire a copywriter to throw onto your website. But that’s not the way it should be. These statements have the potential to be much, much more.
Mission and vision statements are vital for letting visitors and employees know your brand and your company values. Stick around as we unpack just what a mission and vision statement can do for your company.
What They Are & What They Can Do
Mission Statements
A mission statement explains why your company exists; it provides the public an idea of what you do and who you do it for. In a nutshell, a mission statement expresses your company values.
Take a look at Etsy’s mission statement on their About page, for example: “In a time of increasing automation, it’s our mission to keep human connection at the heart of commerce. That’s why we built a place where creativity lives and thrives because it’s powered by people…”
Notice how you get a full idea of where they exist in the greater market and why they do what they do. You come to understand their values and purpose in just a few short lines.
What Mission Statements Can Do
- Help guide decision making
- Provide internal alignment
- Motivate employees
- Support long-term strategy
- Strengthen or help articulate your brand
Vision Statement
Vision statements are similar to mission statements in that they provide a sense of direction for a company. However, they are a little more specific. Vision statements define where your company is headed as well as what success will look like in the long term. In doing so, they provide a clear idea of why your company is in business to begin with, asking and answering the big question: What is the ultimate goal?
Here’s an example of a vision statement from Toyota: “Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people.”
Notice the difference between the mission statement above and this vision statement. Primarily, Toyota makes a claim about what they will do. Embedded in a vision statement is a projection of the future; a company’s goals.
What Vision Statements Can Do
- Set long-term direction
- Inspire growth and innovation
- Communicate company ambition to the public
- Unify your organization
- Align your strategy and goals
FAQs: Mission & Vision Statements
How Long Should a Mission Statement Be?
Mission statements can sometimes vary. You may see a company with a full paragraph for a mission statement, while others are much shorter. That said, you should aim for something short, clear, and comprehensive. Answer: What You Do, Who You Serve, and What Matters.
How Long Should a Vision Statement Be?
Where mission statements may have a little more leeway, vision statements really should be kept to a single sentence. They should be future-focused and give the reader a sense of where your company is headed.
How Can I Integrate Mission & Vision Statements into Daily Life?
Do more than post your mission and vision statements online or in the break room. These are meant to align your company with its values and goals for the future. Work your statements into company events and meetings, and strive to live by them on a day-to-day basis.
Take another glance at the Toyota vision statement. It’s not just about what they hope to do for consumers, it’s about how they hope to get there. Living by your company statements should mean they are at the forefront of your company innovations; worked into your strategy deck and at the root of growth philosophies.
How Can I Keep Team Members Involved?
It can be helpful to connect with employees on a quarterly basis regarding the topic. Conversations around mission and vision statements can be great for the company’s internal culture, and revisiting them can provide a clear sense of purpose.
Can I Change the Mission & Vision Statements?
These things are not set in stone. While there are strong benefits to sticking to statements long term, it’s sometimes necessary to update your values and goals and ensure everyone is still aligned. The world is always changing, why should your company be any different?
It’s Time to Define Your Identity
Looking for help articulating your mission and vision statements? From branding to SEO strategies, Evolve Systems provides extensive marketing support for a variety of industries. We thrive on helping companies discover their strengths and pursue growth internally and externally.