Vision and mission statements. In the business world, a vision statement is what your company wants to be. A mission statement is how you plan to get there. Both statements are designed to inspire customers and employees alike.

When they align with core values and lead to specific results, they boost not only morale but also sales.

The foundation of every company

The vision and mission statements are the foundation of every single company. When you think about it, this is obvious: if your organisation doesn’t understand who it is and what it stands for, how can you expect anyone else to?

So why do so many companies fail at achieving their visions and missions? The answer lies in the fact that many leaders get caught up in day-to-day operations and don’t take time for long-term planning. Or worse yet, they don’t even realise how important these two things are!

A vision statement tells customers what a company wants to be

A vision statement is a concise, inspirational description of what a company wants to be in the future. It communicates a company’s goals and how it intends to achieve those goals. The following questions can help you craft your own vision statement:

• What does our company do? (The answer should be short and straightforward)
• How does it differ from other companies? (What makes us unique?)
• Why should customers choose you over competitors?

A mission statement tells customers what a company does to get there

With your vision statement in place, a mission statement tells your customers how you will get there.

Your mission statement should be short and clear, but it’s also the most important part of your marketing because it shows customers exactly how your product or service is going to make their lives better.

It should explain what makes your company different from competitors’ offerings and why those differences matter.

In other words: tell us why we should choose yours over theirs.

Focus on your customers

When you create your vision and mission statements, you keep your business focused on your customers.

A great example of this is Apple. In the mid-1990s, Steve Jobs returned to Apple as CEO after being fired from his position at NeXT Computer Inc., where he had been working since leaving Apple in 1985. Upon returning to Apple, Jobs released a new advertising campaign with the slogan “Think different“.

The campaign was designed to help people see that there were other options for computers besides Windows PCs. More importantly than just the computers themselves, it showed how thinking differently could lead to better experiences through technology (and therefore helped inspire potential buyers).

Vision and mission statements create memorable brands

When these goals are clear and concise, it’s easier for buyers (and potential employees) who come into contact with them every day (at work or home) to know what kind of impact they can have by buying from you.

It’s the same as any marketing strategy. Nike’s “Just Do It” slogan is short and to the point – it’s easy to remember. If it was, “Stop thinking about it and making excuses; get out there and prove yourself wrong because deep down you know you can, and you’ll feel better about yourself in the long run…” Yes, it makes it explicit, but it’s too much detail to remember.

Help buyers feel more connected to your company

A good vision statement should be short, clear and memorable. Something that can be easily understood by anyone who reads it. It needs to align with your core values so that customers know what kind of experience they can expect when working with your brand or buying from it.

People buy from people they know, like, or trust. The right vision and mission statements – coupled with a clear set of core values – can go a long way towards building trust with your target audience and helping your brand to resonate with them.

A great example comes from footwear retailer Zappos: “Deliver happiness through service.” This doesn’t just include delivering shoes; it means providing exceptional customer service across all channels so everyone feels like they’re getting more than they expected when ordering online (or even in person).

What you stand for can inspire others to do the same

When you know what you stand for, it’s easier to inspire others to do the same. That’s because vision and mission statements provide a clear direction for everyone involved in your business.

From customers who buy from you to employees who work at your company and investors who invest in it, everyone can feel confident that they are part of something bigger than themselves.

When customers understand the vision of a company, they’re more likely to buy its products or services because they feel connected with the brand on an emotional level. Rather than just as consumers buying something off an assembly line, which is often how most businesses operate.

This connection comes from understanding what makes this company special. Why should someone choose this product over another similar one? If there’s no clear answer besides price or convenience – and these aren’t good enough reasons – then buyers may look elsewhere for their needs instead.

Conclusion

With a vision and mission, it’s easier to inspire others to do the same. The right vision and mission statements can help buyers feel more connected to your company – both online and in person.

When you create a vision and mission statement, you keep your business focused on its customers.