Vision vs Mission Statement: The Difference

Vision and mission side by side

Illustrative examples

How to write each one

• Vision: describe the change you want to see in the world or your industry in a sentence or two.
• Mission: state what you do, who for and what makes your approach distinct.
• Keep both short, concrete and free of jargon.
• Test each one: could a new team member explain it back in their own words?

Common mistakes

Writing a vision and mission that say the same thing, using vague words like "excellence" and "innovation", and writing statements that no one inside the business uses. Statements only help if they guide real decisions.

Where they fit in brand strategy

Vision and mission sit alongside your values, audience and positioning. Positioning is how you want to be understood in the market, and it should be consistent with both. Together they shape your messaging, your design and how your team talks about the business.