The 2 most important statements your brand needs

This week we are tackling your brand's mission & vision.

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What's the difference?

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Your mission statement communicates your purpose to your target audience.

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Your vision statement focuses on what you want to become—your future goals and aspirations.

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Put a little differently, a mission statement deals with “why” your brands exists, while a vision statement outlines “what” that existence will look like in the future.

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The best part is that your mission and vision can change as your brand grows and evolves. When you reach your vision, it’s time to create a new vision statement. This motivates you toward greater goals and opens you to greater possibilities.

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3 Mistakes You May Be Making with Your Mission & Vision

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1. It's too long. The best statements are concise—under 20 words. No one will read it if it's too wordy.

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2. It's complex. Simple and clear works best. Don't try to include all your services and goals. Drop the jargon. Nobody likes that.

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3. It's too general. Make it specific. These statements will guide and unite your team toward a shared purpose.

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Mission Statement Framework

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Our mission is to (help)(who) (why).

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Our Client Example: "To improve the health of residents in Southern Maryland through meaningful partnership-led education, engagement, and empowerment."

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Vision Statement Framework

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1. Purposeful: Motivating and inspirational

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2. Forward-looking and long-term: Aspirational but realistic goal

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3. Actionable & Bold: Define your brand's reason for existence and where it is heading.

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4. Short & Sweet: Can't emphasize this enough. K.I.S.S.

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The following questions can help you clarify your vision:

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• Where do you want to go?

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• What can you realistically achieve?

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• What problem does your brand intend to solve?

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• What are the changes you believe your brand can make for individuals?

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• How will things be different when you reach your vision?

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• What phrases or keywords describe the type of brand and outcome you want?

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If you need more inspiration, here are some examples to get your creative juices flowing:

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Our Client Example: Health equity for a healthier Southern Maryland.

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Nike: “Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

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TED: “Spread ideas”