What Is the Purpose of a Vision Statement? What Is There to Consider?

If you think about it, there must be some brands you just keep coming back to. But have you ever wondered why that happens? Is it their products? The way they conduct business? Their customer care? Or, maybe it’s something else.

The brands and companies we connect to show us more than their products or services. As customers, we also gain insight into their purpose and mission. But, there is something more — apart from the mission we discussed previously, companies also share their visions and goals for the future, and that’s what attracts us to a particular business.

So, if you’re starting a business and you thought the job would be done by writing a mission statement, you’re wrong. Another vital part of a company’s success is its vision. Luckily, we’re here to guide you through the entire process and tell you how to achieve the perfect vision statement. Stay tuned!

What Is a Vision Statement?

The name says it all — it’s a statement conveying the vision for your business’s direction and what it strives to become. Usually, the vision statement is created to help stakeholders and employees understand the business’s purpose.

A strong vision statement describes the company’s long-term plans and desired goals you want to achieve. For instance, Microsoft’s original vision statement from around 1980 was “A computer on every desk and in every home.”

Of course, like the mission, vision statements change over time — as soon as you notice your company is moving in a different direction, it’s time to revisit the vision statement and update it.

Moreover, based on our research, employees who are inspired and motivated by the company’s vision statement show more engagement. Therefore, think long and hard before writing a vision statement for your business.

Difference Between a Mission and a Vision Statement

Unlike the mission statement, shared with both employees and clients, a vision statement usually remains private. Of course, this doesn’t mean you’ll never see a company publish a vision statement for the broader public.

Additionally, the vision statement implies long-term planning and knowing what the company aspires to achieve. On the other hand, a mission statement refers to the present and shows where the company is now.

But, no matter how different they may be, these two are connected. You should use the mission statement as a base for developing the vision statement. Writing a vision statement without considering where the company is at the moment could cause some problems.

Purpose of a Vision Statement

Much like the mission statement, a vision isn’t something you can simply make up. The message should be based on actual facts, goals, and plans. Of course, you shouldn’t confuse a business plan with a vision statement — they are two different things. A vision statement shouldn’t focus on or contain all the details — keep those for the internal meetings.

Here are a couple of aspects that will help you better comprehend why vision statements are important:

  • They describe the business’s purpose —with a clear vision statement, everyone will understand the company’s aim and goals.
  • They give direction for employee behaviour — a powerful vision will help inspire and motivate your employees, but it will also drive new talent towards the company.
  • A vision statement displays a company’s long-term plan — after reading it, everyone will know what they are working towards, who they are helping, and how the company will be perceived in the future.

Key Elements of a Vision Statement

Even though companies are sometimes advised against making overly ambitious long-term plans and commitments, it’s vital to see the big picture and set some other targets and goals. So, when thinking of creating a vision statement, these are some of the elements you should keep in mind:

  • A vision statement is future-oriented.
  • It should be inspirational and motivating.
  • It reflects the company’s core values and beliefs.
  • It explains why the company exists and where it’s headed.

How to Write a Powerful Vision Statement
Following a template would be the easiest way to craft a vision statement. However, in this situation, the right template simply doesn’t exist. Every company is unique, and the vision statement should emphasize it.

But, if you’re new to this and don’t know where to begin, here are some pointers that might come in handy:

1.Define precisely what the company does.
Always start by being blunt about what the company does. However, you should also include what customers and clients stand to gain from your business. Say, for example, that you own a shoe production company. Your day-to-day work involves making new shoes. As a result, your customers get to buy and enjoy brand-new, high-quality shoes.

Make sure you communicate the message clearly and concisely.

2.Explain why your business is different from others in the same field.
With millions of companies worldwide, coming up with something entirely new is next to impossible. That being said, if you want the company to survive, it must stand out from the crowd. If you’ve already figured it out, all you need to do is put it into words and craft a powerful message.

3.Add a relatable aspect.
Once you’ve created a draft, you should add one final touch — something relatable that will help people connect instantly with your business. That will allow people to conjure up an image of your company’s vision and immediately connect with it.

4.Bring everything together.
Of course, don’t expect to do this all in one go. Make sure you share it with a group of people who can approach it objectively and give you feedback. Don’t be surprised if the vision statement goes through a couple of reviews, edits, and polishes. In any case, the result should be a compelling, powerful message that resonates with your business.
Bottom Line
All things considered, we can say that there isn’t only one way of creating a vision statement. Don’t be afraid to be bold and inspiring — think outside the box and make sure you present the company you work hard for in the best way possible.

Like the mission statement, this one is also subject to changes and variations, so have an open mind and be ready to adapt should the company change its course.

The vision statement should serve as a constant reminder to you and your employees of the goals you strive to achieve and make the everyday work significant.

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