Vision and mission statements, as well as organizational values, provide a clear sense of purpose and direction to any business or organization. They share what you stand for, what your purpose is and shed light on what matters to your organization. Well-crafted and inspiring mission, vision and values statements should be ownable and compelling, and serve as a guiding light for operational decision-making, marketing and partnerships, and employee behavior. Synonymous with your brand, they become a filter for what is and is not “on brand” or right for your organization, your employees, and your customers. Mission, vision, values also set the tone and foundation for coporate or organizational culture. In this article, I explain the purpose, differences between, and how to write inspiring and distinctive vision, mission, and values.
VISION: The Ultimate Aspiration
Purpose: A vision statement is a forward-looking, ambitious statement that describes the ultimate goal or desired future state of an organization. It answers the question, “What societal problem or need are we here to address?” and provides your purpose.
Key Characteristics:
- Inspiring: A compelling vision should motivate and excite stakeholders, encouraging them to strive for something meaningful and impactful.
- Long-term Perspective: While specific goals may change over time, the overarching vision remains constant and often spans multiple years. It does not outline the “how” you will achieve your work.
- Challenging Yet Attainable: The vision should be ambitious enough to push the organization to grow, but not so unrealistic that it becomes demotivating.
Tips for Writing a Vision Statement:
- Dream Big: Envision the ideal future for your organization without any limitations. What positive impact do you want to make on the world?
- Be Concise: Keep the statement brief and to the point, so it’s easy to remember and share with others.
- Use Powerful Language: Employ strong and evocative words to create an emotional connection and inspire action.
MISSION: The Present Purpose
Purpose: A mission statement explains the fundamental reason for an organization’s existence. It outlines the scope of its activities, target audience, and the value it brings. It needs to answer the question, “What do we do and why?”
Key Characteristics:
- Action-oriented: A mission statement should focus on the organization’s current activities and how they contribute to its purpose.
- Specific and Concrete: It should be clear and concise, leaving no room for ambiguity or misunderstanding.
- Aligned with Vision: The mission should be directly connected to the broader vision and support its achievement.
Tips for Writing a Mission Statement:
- Identify Core Activities: Understand the core functions and activities of your organization, and define why they matter.
- Address the Target Audience: Clearly state who your organization serves or impacts with its products or services.
- Highlight Unique Aspects: Emphasize what sets your organization apart from others in the same space.
VALUES: Guiding Principles
Purpose: Values are the fundamental beliefs and principles that guide an organization’s behavior, decisions, and culture. They serve as a compass, influencing how individuals within the organization interact and work together.
Key Characteristics:
- Timeless: Values should remain constant over time and apply to all aspects of the organization.
- Ingrained in Culture: For values to be effective, they must be actively embraced and practiced by all members of the organization.
- Reflective of Identity: Values should represent the core identity and ethos of the organization.
Tips for Writing Values:
- Involve Stakeholders: Engage employees, leaders, and stakeholders to identify the key principles they believe should guide the organization.
- Limit the Number: Focus on a small set of values (usually no more than 5-6) to ensure they are memorable and actionable.
- Define Behavior Expectations: For each value, provide concrete examples of how it should manifest in the organization’s daily operations.
As brands and organizations mature, their visions, missions and values may not accurately reflect their current positions. It may be time for a refresh to one or more of these foundational elements and/or your marketplace positioning and identity.
Vision, mission, and values statements play distinct but interconnected roles in shaping an organization’s purpose, direction, and culture. A well-crafted vision provides a compelling future destination, the mission outlines the present purpose and scope of activities, while values act as guiding principles for decision-making and behavior. When writing these statements, it’s essential to involve stakeholders, be clear and concise, and focus on inspiring, action-oriented language. By creating meaningful and authentic statements, organizations can rally their key stakeholders around a shared purpose and achieve greater success in their endeavors.
If you are not sure how to go about this endeavor or don’t’ have the time, hire a consultant who is experienced in this specialty such as The Brand Partnership.