Making It Know

Define Your Brand Mission and Vision

Your brand mission and vision statements are a key part of building your brand. They enable your customers, employees, and partners to understand what drives your business, and they shape your reputation with your target audiences.

Read on to learn how to shape your mission and vision statements and set your brand up for success.

What is a brand mission statement?

Your brand mission statement is an expression of your purpose, and it’s the foundation of your brand’s reputation. It communicates what you aim to do for your target audiences.

Usually, a mission statement includes a summary of the target audience—for example, people aged 30+ who are new parents—to highlight who will benefit from engaging with your brand offerings.

A strong mission statement will also be rooted in action and differentiate your brand from competitors. It should reflect not only your brand’s core offerings, but also the unique ways you deliver them.

How to write a brand mission statement

It can be helpful to look at an existing brand’s mission statement, and understand the individual parts that come together to make it a success. Squarespace’s mission statement is: “We exist to help people with creative ideas stand out and succeed. We create a modern platform that enables millions to build a brand, share their stories, and transact with their customers in an impactful and beautiful online presence.”

The purpose is to “help people with creative ideas stand out and succeed.” But which people? “People with creative ideas,” which includes creators, entrepreneurs, small business owners as well as anyone with a cool idea.. How does Squarespace enable its audience to be more successful? By creating a “modern platform” that helps people create “an impactful and beautiful online presence.”

There are three core things to remember when crafting a mission statement:

1. Clearly address the audience you’re speaking to by identifying them.

2. Inspire them with the value your brand will bring to their lives.

3. Show them how you’re going to do that, to differentiate your offering and build audience trust from the moment your brand launches.

Remember to think long-term. It’s not just about what you aim to do now, but what you aim to do for the long haul. 

Should a mission statement be one sentence? It really depends on how expansive you need to be to differentiate yourself. If it takes one sentence to do that—great. If not, don’t be afraid to break the statement up to make it easy on the reader. As a rule of thumb, most mission statements are three sentences or less.

What is a vision statement?

While your mission statement expresses your purpose as a business and how you deliver it, your vision statement communicates where that mission will ultimately take you.

Think about it this way—your mission statement tells people the what, who, and how of your brand. The vision statement gives them the why.

Why will the employees, contractors, freelancers, and suppliers who work for you be driven to deliver on your mission? And why will the world be improved for everyone else, once they have engaged with and bought into your brand?

A great vision statement shows people the light at the end of the tunnel of their engagement. It gives them a reason to want to interact with your brand, because it predicts how their lives will be improved when they do.

How to write a vision statement

Your mission statement is a practical summary of your brand. When you write your vision statement, you can use your imagination and creativity to help people understand your motivation and end goal with your work.

It’s your chance to really dream big. So, start by asking all major stakeholders in your business to project 10 years into the future. Be bold, but be realistic—your vision should be ambitious, but you don’t want it to feel unreachable. For example, if you’re launching a virtual yoga studio, your vision may include helping thousands of people find at least five minutes to center themselves everyday. 

Once your business achieves its vision, don’t be afraid to revisit, review, and—if necessary—rewrite it.

Mission statements vs. vision statements

It’s important to create clear mission and vision statements. While they’re closely connected, each statement serves a different purpose for your brand. The mission statement covers how you’ll deliver your brand offering to your customers. Your vision statement, on the other hand, focuses on how the world will be positively affected by that engagement.

You can use these statements internally for yourself and any team members, and externally across your brand touchpoints. They might appear on the landing page of your website or in your marketing campaigns, for example.

The end result of having strong mission and vision statements is that they influence your brand reputation. When people think of you, it will be in line with your mission and vision. How you go about nurturing that public opinion, however, is where the next stage of your brand building journey comes in: establishing a compelling brand message and voice.

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