Brand Vision and Brand Mission are key pillars in Brand Story Strategy.

They are strongly linked to Brand Values, and help to set the path for many decisions you’ll make as you work to grow your brand.

But how do you create a vision statement and mission statement that do more than pay lip service? How do you create a vision and mission that help align your brand with your tribe so it can have a positive impact?

It starts with understanding that brand vision and brand mission are NOT the same thing. They aren’t interchangeable and you need both in order to build a brand with heart.

Let’s take a look at what vision and mission are, and how you can create vision and mission statements that will be valuable to your brand story.

What is a Brand Vision?

Your brand vision is the change that you want to see in the world. It’s the bigger picture. The end game. The reason your brand exists.

What is it that your brand cares about? Why does the world need it?

What does your customer get out of joining you in your vision? How does the change you’re creating impact them?

And most importantly why should your tribe care about your brand?

Your vision statement needs to consider each of these questions.

Considering your target market when crafting your vision statement is the number one element that will make your vision a valuable asset to the growth of your brand.

Your Brand Vision isn’t necessarily your Business Goal.

It’s important to remember that your Brand Vision needs to be something that can be shared with your tribe.

This means that it won’t necessarily be the same as the vision you have for what your business looks like.

Now, if you’re already doing this, then don’t panic. Because you aren’t alone. Many big brands confuse their business mission with their brand mission.

This is a very simple example (based on a big brand), but here’s how it should look.

Your brand vision might be –

To reduce the cost of living for everyone.

And your business vision might be –

To become the worldwide leader of all retailing.

Notice that your business vision is a vision that has nothing to do with the needs of your customer.

It’s definitely relevant to where you want to take your business, and how you engage with your employees. But your customer’s interests are not necessarily served by your journey to achieve your business vision.

They want to know what’s in it for them.

Your vision statement needs to be bigger than your business.

It needs to be able to be shared. Because a shared vision is one that others can get behind.

It’s their reason to do business with you.

If your vision is too self-serving, then you can’t bring others along for the ride.

What is a Brand Mission?

Your brand mission is how you’re going to contribute to the change you want to see in the world.

How are you going to set about achieving your vision?

It’s the more practical pitch statement of how your brand impacts the people you serve.

What is it that you do? And how will it change people so that you can achieve your vision (because your vision is the change you want to see in the world, and you can’t do that unless you can create change for people)?

Tips for how to craft a Brand Mission Statement.

There are no hard and fast rules when it comes to creating a mission statement for your brand. Everyone has a slightly different formula.

But if you want to craft a mission statement with impact, then you should –

Keep it short and simple
If you want your mission statement to have impact, then people have to be able to remember it. If you make it too long, and too complicated, then you’re not making it memorable. Aim for 8 – 10 words if you can.
Think long-term
Your mission statement should be inspirational. It can’t do that if it’s only focussed on the next few months.
Make sure it connects to your vision
How does your mission support your vision statement? They need to sit together hand in hand, or you’ll create confusion.
Cover the 3 Key Elements
What do you do, who do you do it for, what makes you different (this last one is about bringing in a heart centred word that connects to your point of difference or the change your product or service creates for your tribe).
Remember it can change
Visions stay the same. But the path to achieving the vision can change. This means your vision should remain relatively stable, but you can absolutely change your mission.

What your mission statement ISN’T.

A mission statement is not an elevator pitch.

It isn’t a sales pitch, or a tagline or a manifesto.

All of those things are DIFFERENT elements of your brand and marketing arsenal.

Don’t fall into the trap of trying to get your mission statement to do too many things. It will end up too long, clunky and difficult to remember – and that’s not valuable at all.

Your Brand Vision is the WHY. Your Brand Mission is the HOW.

Brand Vision and Brand Mission work in harmony together to help set the direction for your brand story.

When you get these right you’ll be able to easily communicate why people should join you on the journey (making it easy for them to say people like me interact with this brand) and how you’re going to help them on that journey (making it easy for them to understand the outcome your brand can contribute to).