What is the difference between vision and mission?

Some of the most iconic businesses and brands are defined by mission and vision statements. 

While these statements can often go unnoticed, internally and externally, it's nonetheless important to define your mission and vision statements... and live by them!

What are vision and mission statements?

Vision statements and mission statements are clear, concise and inspiring statements that convey company aims, values and direction. 

While some people use mission and vision statements interchangeably, they serve very different purposes. A company's mission aligns an organisation with its business goals and values, focusing on today. 

While a company’s vision statement focuses on the future.

A vision statement describes the ‘why,’ behind a company’s actions. Whereas a mission statement describes how the organisation hopes to ultimately achieve this vision. 

Why are vision and mission statements important?

Well-crafted mission and vision statements can bring many benefits. They can help customers and staff understand your brand. They can help communicate your company values, communicate company direction and build customer loyalty.

Some of the biggest brands in the world build their brand around mission and vision statements. This helps them stand out from the competition. When staff have a clear understanding of the company’s objectives they are more motivated and effective in their roles, and teams work better together. 

Think of it as a trickle-down effect.

Mission and vision statement examples

A clear, concise and inspiring statement will inspire confidence, positivity and productivity in your teams and audiences alike. 

Apple's Mission: To bring the best user experience to customers through innovative hardware, software, and services.

Microsoft's Mission: Empower every person and every organisation on the planet to achieve more.

Disney's Mission: To entertain, inform and inspire the world.

What these three statements all have in common is absolute clarity and absolute confidence. The ability to distil the very ethos of everything they do, focusing on why they do things, not how. 

So how can you write a statement like this? 

How to write a mission statement

It’s a short statement that declares why your business exists and why you serve your customers. It’s to communicate direction and purpose to your staff, customers and other stakeholders.

For example, a mission statement goal could be to create economic opportunity for every member of the global workforce, to improve productivity and success for professionals everywhere. Here are our top tips for writing a mission statement for your organisation:

1. Describe your company’s product or service.
2. List your company’s values.
3. How does your company’s offering align with your values
4. Sum this up into one concise offering. 
5. Polish and refine

Ultimately you're looking to hit upon these three main points: What are you offering?  Who are you offering it to?  Why do you do the things that you do? 

What is a vision statement?

The difference between vision and mission statements are that the vision statement is much more aspirational. 

While the mission statement serves to explain the now, a vision statement looks ahead. It should act as a guide for your business's goals and ambitions. When drafting a vision statement, it's about the bigger picture... blue sky thinking is a must here. 

We've looked at the mission statements of Apple, Microsoft and Disney. But what about their vision statement? 

Apple's Vision: To make the best products on earth and to leave the world better than we found it.

Microsoft's Vision: To assist individuals and businesses throughout the globe to fulfill their highest potential.

Disney's Vision: To be one of the world’s biggest producers and providers of entertainment and information.

Once again these examples are bold yet simple. There's no jargon or buzzwords, it's all very accessible and understandable. 

How to write a vision statement

As we can see from these three examples, vision statements are bold declarations of intent and purpose. 

Your vision statement is the basis of your company trajectory. Outlining goals and aspirations. 

It should reflect your values, beliefs and outline your long-term goals and be a guide for your business. Your staff should look to your vision statement for direction and inspiration and there are three parts to this.

1. Aspiration: your vision statement needs to inspire people with an ambitious outlook for the future 
2. Achievability: ultimately you need to be able to achieve your goals. This is where your mission and vision statements play into one another
3. Broad Vision: your vision statement shouldn't be exacting in its detail. It's an umbrella statement under which your wider goals and ambitions fit. 

Just like your mission statement, your vision statement should be short and to the point and here's how you can achieve that. 

1. Start with a brief summary: outline your future goals and aspirations and think big
2. Involve your teams: your vision statement will be used to unite and motivate your team. That’s why it’s a good idea to get their input.
3. Simplify: take everything you've gathered and boil it down to its most pure essence. Don't let your vision get bogged down in the details. Keep it strictly blue sky. 

Vision, mission and comms strategy

Your mission statement is what drives your daily activity and explains why you exist, your vision statement is what you want to become[1]. These two are the foundation of your comms strategy.

To align your mission with your vision consider:

1. What are the key messages that bridge the gap between where you are now (mission) and where you want to be (vision)
2. How does your organisation’s daily activity contribute to your long-term goals?
3. Create content that supports both your mission and vision across all channels.

Now you’ve aligned your mission and vision it’s time to put the right strategies and tactics in place:

1. Internal Comms: make sure all staff understand and live the mission and vision statements
2. External Messaging: Write consistent messaging that reflects the mission and vision in all external comms.
3. Stakeholder Engagement: create campaigns to engage different stakeholder groups and how the mission and vision benefit them.
4. Media Relations: build relationships with media outlets that can share your story and support your mission and vision.
5. Digital Presence: make sure your website and social media are clear about your mission and vision.

Measuring Success

To measure your comms strategy, you need to: 

• Monitor brand perception through surveys and social listening tools.
• Measure employee engagement and alignment to mission and vision.
• Track media coverage and sentiment around your organisation’s purpose and goals.
• Monitor stakeholder feedback and involvement in your activities.

By living your mission and vision you create a powerful story that resonates with both internal and external audiences. This cohesive approach will enhance your brand and drive your organisation towards its long-term goals.

Remember comms is an ongoing process. Review and refine your strategy regularly to make sure it still supports your mission and gets you to your vision.