It may seem that mission and vision statements are just for corporations that need to keep their shareholders happy. But there is a reason besides happy shareholders that corporations have mission and vision statements: It gives them a goal to work towards and a map to get there. All business, big or small, should have a mission and vision guiding them through work and decisions.
What’s the difference between the two?
A mission statement tells your customer who you are, what you do and who you do it for. It tells your dream customers that they’re in the right place and you can help them with their problems. It also tells less than dreamy customers that you may not be the best fit for them. Win-win.
A vision statement is where you get to be super dreamy. This is the space for you to really dream and scheme of where you want your business to be in the next five years. How big do you want to grow? How will you be helping your dream customers? What side projects or offerings will you be adding?
On top of the dreaming, this where you put the deeper why behind everything. Why are you doing this? What change do you want to see? This part is important; really take the time think about the why behind it all.
Why do you need them?
Your mission statement is all about what you can do for your dream customers. It tells them that you are the person that can help them with their problems and that they should hire you right away. Your brand is in deep trouble if you are not specific about what you do and who you do it for. Your dream customers won’t know that you’re the exact person they have been looking to help them.
Your vision statement gives you a clear direction of where you want to go. It’s there to inspire you to keep working your buns off to make your dreams a reality. On the flipside, it doesn’t mean your vision statement is set in stone. It’s okay if your goals and dreams change. Just make sure you change your vision statement to reflect your new dream so it can be your inspiration to get to work.
Mission and vision statements are an essential part of your brand and can help you connect with your dream customers to build your dream business.