A summarized and focused perspective to define what you stand for and where you're going
Mission and vision or mission and vision. No matter how you decide to read them, the fact is that the terms are so used and misused that, to be honest, they are abused. No, I’m not trying to rhyme here, but that’s just the fact online. You can go on any random business’s website, and I can assure you that you will find these two terms on it. You will also find two beautifully crafted three- to four-line paragraphs describing each and informing the readers how it means the most to the business owner.
But today we are going to raise a question. Does it really matter? More importantly, if yes, then how to incorporate it into your business and brand strategy. Think about it, every business was just an idea, a sentence on a piece of paper, a thought. It was shaped into an executable product or service by a founder who had the vision for it. This is what separates good founders from people who do nothing but pay lip service, and that’s where your startup vision and mission come in.
But the sad part is many founders confuse the two or skip them altogether, thinking they're unnecessary corporate exercises. In contrast, a brand’s vision and mission are among the most powerful tools that play a pivotal role in the backend. Only with the help of a well-crafted vision and mission can a founder set the tone for its brand’s culture, influence customer perception, and ascertain that every product or marketing decision aligns with the bigger picture.
Vision vs Mission
This is again a sad part of the corporate jargon and branding gimmicks that most people really have no clue what the difference is between a brand's vision and a brand's mission. The terms are often used interchangeably, but they serve very different functions in your startup brand strategy.
A brand’s vision is the long-term goal; it summarizes and presents the actual stage or targets that you want to rise to and achieve with the brand. Without a brand vision, there is nothing to look forward to; there is nothing to underline and say, "That's what I strive to achieve in the foreseeable future."
In contrast, a brand mission is how the brand is planning to achieve and become better with time and spread across the market. Now, both vision and mission are interlinked and cannot exist without one another. If you are a founder, then make sure to write this down and add it to your brand checklist, but of course, do not set unrealistic goals for your product; dreaming big doesn’t mean dreaming delusionally, especially in the early stages of business operations.
When we discuss brand mission, it reminds me of an interesting statistic from a 2020 study: it was found that 60% of employees leave jobs when they find that the company has no alignment with their mission and purpose. Now, if we focus on this quantitative figure, it tells us that having no alignment between brand vision and mission can impact the internal staff, workforce, and even employees. So this also indirectly tells us how badly it can impact the customers and target market.
Where to use brand vision and mission
A strong startup vision mission can completely revamp the way a brand thinks, and more importantly, it can change how people think about the brand. LinkedIn, in its 2016 study, found that companies with strong mission statements had 49% lower attrition rates and were 30% more likely to become category leaders. Especially in the early stages, founders have the ability to retain team members and stay focused depending on the clarity of your brand’s why and how.
Speaking of this, it also brings us to another important statistic from the 2022 PwC report, which says that while 79% of leaders believe purpose is central to success, only 34% say their strategies and decisions are actually driven by it.
When a founder decides to draft their brand vision and mission statements that will be representing the ideology of the whole organization, it must be based on one single agenda. There are seven types of content for personal branding, make sure the brand vision & mission is distributed equally among them. Practice what you preach. If you don’t practice what you preach, there is no point in promoting your thoughts because ultimately the founder of the business is lying in the market.
So, always remember that instead of giving an example, be an example, lead through an example, and make your audience recognize it. Speaking of examples, I always mention the example of Airbnb. They set the vision statement as “Belong anywhere.” This two-word statement resonated perfectly with the audience, showcasing the idea that you can be anywhere and still feel at home. Their mission is “to create a world where anyone can belong anywhere through healthy travel that is local, authentic, diverse, inclusive, and sustainable.” The mission lays out how they’re bringing that vision to life.
How to craft it?
I’ll share with you some easy-to-remember fundamental tips. A good startup vision statement should be bold, concise, crisp, and on point. When thinking or writing about random ideas for a vision statement, refrain from using product-specific or short-term language. There are many online templates available that you can use to work on your vision statement.
Conversely, when deciding on your mission statement, keep it well described; the statement should deliver the note on what you do, for whom, and how you do it differently. General techniques to remember are to avoid buzzwords or abstract terms. Instead, focus on clarity.
Remember, 63% of consumers prefer to buy from purpose-driven brands, and 78% of employees say they are more loyal to companies with a strong mission.
Before we wrap
Having a brand vision and mission is essential to any business. It is not something you can skip, delay, or postpone. The statement that a business prepares speaks to more than just the thought but also the ideation, belief, and focus of the brand. They evolve parallel to the brand, but they should always reflect your core purpose. A clear startup vision and mission give you leverage. They attract aligned customers, inspire your team, and help investors trust your long-term thinking. Think wisely about it.
This is brand professor signing off.
