How to craft the perfect Mission +vision statements and what the heck is the difference?

I’m currently teaching my LIVE beta class for the DIY BRAND COURSE and the most asked question has been “What is the difference between a mission statement and vision statement?”

This got me really thinking about how all of these pieces work together and how to explain them in a way that someone totally unfamiliar could understand and motivate them in their own businesses.

I’m typically building these things in my own branding process for clients but now I’m teaching you to do it yourself. I don’t have the luxury of interviewing your team members, or doing competitive research or even consulting you to dig deep. All you have is the content I provide and I truly believe this foundational stage of brand building is THE MOST IMPORTANT.

So, how do I make sure you get it right? We often try to write these pieces separately but they all work together:

Throughout the course, I am often providing examples of major corporations and recognizable companies, but sometimes those examples actually suck. Seriously! I’m sure they paid a firm tens of thousands of dollars to craft their mission and vision and they aren’t hitting the mark, or they aren’t differentiated enough, or worse… they are hard to find!

One of the companies we all know and love is NIKE. I reference them often in the course because I personally think they are the perfect embodiment of living their values. Everything they do goes back to what they care about, and they take risks to protect that. KUDOS!

The core values I was able to find for NIKE are the following:

1. Innovation - Nike believes in constantly challenging the status quo and pushing the limits of what's possible through continuous innovation.

2. Inspiration - Nike strives to inspire and empower athletes around the world to achieve their full potential and raise the bar for excellence.

3. Authenticity - Nike values authenticity and always stays true to its roots and values.

4. Sustainability - Nike is committed to sustainability and environmental responsibility, and actively seeks to reduce its environmental impact.

5. Diversity and Inclusion - Nike believes in diversity and inclusion, and strives to create a workplace and products that reflect and celebrate the diversity of its customers and employees.

6. Community - Nike aims to create strong connections with its customers and communities, and works to give back through various initiatives and programs.

Check out recent ads, commercials, products, and their Instagram. The content they produce, the decisions they make are aligned.

So what is their mission statement? No argument there, it’s all over their website, front and center on their about page.

Nike’s Mission:

Bring inspiration and innovation to every athlete* in the world. *if you have a body, you are an athlete.

When searching for their vision, I came across many firms and schools and papers analyzing and dissecting the company’s foundational brand statements.

There were two vision statements that showed up the most:

“To remain the most authentic, connected, and distinctive brand.”

“to do everything possible to expand human potential.”

and finally, there was an expansion of the mission:

“We see a world where everybody is an athlete - united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.”

So, which is it?

Lemme break down mission, vision and values, and you tell me which speaks to the “definition” the most.

MISSION

Your mission statement is simply: What you do NOW, Who you do it for, how you do it, and what this achieves.

A mission statement is an action-oriented statement declaring the purpose an organization serves to its audience. It often includes a general description of the organization, its function, and its objectives.

VISION

Your vision statement is: Where you are going, what you want your mission to ultimately achieve for you, your customers, and your society.

The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

Close your eyes, where do you see your business in 5 or 10 years?

How would your business impact the WORLD? This could be your vision statement.

VALUES

Your values are: What you stand for. Your compass.

“Core values are the fundamental beliefs of a person or organization. These guiding principles dictate behavior and can help people understand the difference between right and wrong. Core values also help companies to determine if they are on the on the right path and fulfilling their goals by creating an unwavering guide.”

GOALS

Measurable, tangible ways you carry out your mission and progress towards your mission.

Some companies have pages and pages expanding on their mission and specific key performance indicators and timelines to get them there.

_________

All of the above is meant to inspire…you, your team, and your customers. Don’t craft them lightly, then use them to propel you forward. If you don’t know what you stand for or what you’re trying to do in this world, why are you even doing it?

So how do you craft each one?

There are formulas, steps and tools, and card decks and journals to help you write each statement. I always go back to why branding is important in the first place.

1. Differentiation: With so many businesses out there, a brand helps you stand out from the crowd. When customers recognize and remember your brand, there's a better chance they'll choose you over competitors.

2. Credibility: A strong brand can help establish your business as a reliable and trustworthy source. When customers trust your brand, they're more likely to become loyal customers.

3. Emotional connection: People tend to remember and be loyal to brands that evoke emotions. If your brand speaks to customers on an emotional level, they'll be more likely to choose your products or services.

4. Consistency: When you have a clearly defined brand, it's easier to maintain consistency in your messaging, tone, and visual elements across all of your communications. This can help build brand awareness and recognition.

Ask your stakeholders, consider your market, and consider your values. Think about the culture you want to have, the experience you want customers to have, the legacy you want to leave.

The best way to craft your vision and mission is to ask yourself the hard questions. The answers seem like they should be simple, but sometimes it takes stepping away from the day-to-day to really think about the future and the reality of the now. Write them down and shorten them, and refine them to one to two sentences.

If you must have a checklist, here’s a start:

MISSION:

1. Define your company's purpose: Clearly articulate why your company exists.

2. Identify your company's values: Determine the core values and principles that drive your company's behavior.

3. Identify the products and services: Define the products and services your company provides, and how they deliver value to customers.

4. Differentiate your company: Highlight what makes your company unique and different from the rest.

5. Write it down: Draft a simple and concise statement that encapsulates your company's purpose, values, products, and differentiation.

VISION:

1. Look into the future: Visualize what your company will look like in the future.

2. Set ambitious goals: Determine what you hope to achieve in the future, including revenue, market share, and other key performance indicators.

3. Think big picture: Consider the impact your company can have on the world and the community.

4. Write it down: Draft a clear and inspiring statement that articulates your company's vision for the future.

TEST THEM. Do they provide a clear direction for the company's growth and development? Are they worthy of taking up a whole wall in your building? Do you feel comfortable putting them front and center on your About page? Do you understand them? Do they feel true?

Do they lay out a map to get you where you want to go?