A brand vision statement is an important tool for guiding and aligning the actions and decisions of an organization or individual. In a manner similar to your brand values, it provides a clear and compelling picture of what the organization or individual hopes to achieve in the future, and serves as a guiding principle for decision-making and strategic planning.

Importantly, a vision (statement) is an internal-looking statement. While it can freely be shared with your target users, a vision statement will not have the same impact on them as a mission (statement), which is an external-looking statement.

Company Vision Explained

A vision statement is particularly important for startups and new businesses because it provides a clear direction and purpose for the company. Startups often have limited resources and face many uncertainties, so a well-defined vision can help them stay focused and motivated as they navigate the challenges of building and expanding.

A vision statement can help startups in several ways:

1. Establishing a clear purpose: A well-crafted vision statement communicates the startup’s ultimate goal and the impact it aims to make in the world. This clarity can help attract customers, employees, and investors who share the same vision and mission.

2. Guiding decision-making: A vision statement can help guide decision-making and prioritization. It helps the startup focus on initiatives and opportunities that align with its ultimate goal, rather than getting sidetracked by short-term distractions.

3. Inspiring and motivating employees: A vision statement can inspire and motivate employees by giving them a sense of purpose and a reason to work beyond just earning a paycheque. It helps to foster a sense of teamwork and commitment to a shared goal.

4. Attracting investors: A clear and compelling vision statement can be a powerful tool in attracting investors. Investors want to back companies that have a clear sense of direction and purpose, and a vision statement can help communicate that.

A vision statement can be a critical tool in establishing a strong foundation for a startup. It can help attract the right people, guide decision-making, and inspire the team to achieve their ultimate goal.

Examples of great vision statements

Here are some examples of vision statements from well-known companies:

Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Microsoft: “Empower every person and every organization on the planet to achieve more.”

Nike: “Do everything possible to expand human potential.”

Google: “To organize the world’s information and make it universally accessible and useful.”

Tesla: “To accelerate the world’s transition to sustainable energy.”

Patagonia: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Airbnb: “Belong anywhere.”

These vision statements are concise and inspiring, and they communicate the company’s ultimate goal and purpose. Each statement also has a unique focus that reflects the company’s identity and priorities.

How to create an inspiring brand vision statement

Creating a vision statement, follows the same pattern as that of a mission statement. This exercise should be done with your team, and may take a number of hours, days or even weeks. We recommend the following approach:

1. Gather input: Start by gathering input from key stakeholders. Ask them what they believe the ultimate goal of the organization should be and what they think the organization’s impact should be.

2. Identify core values: Identify the core values that are most important to the organization and that will guide its decision-making and behavior.

3. Define the goal: Define the goal of the organization. What is the long-term impact that the organization hopes to make in the world?

4. Define your problems & opportunities: if your venture is successful, what will change?

4. Draft the vision statement: Use the input, values, problems and goals to draft a clear and concise vision statement that communicates the organization’s ultimate goal and the impact it aims to make in the world.

5. Refine the vision statement: Refine the vision statement by again seeking feedback from key stakeholders, testing it against the organization’s values and goals, and ensuring that it is clear, concise, and inspiring.

6. Communicate the vision statement: Communicate the vision statement to all involved with your venture and ensure that everyone understands and is aligned with the organization’s ultimate goal.

Next Steps

Now that you understand what a brand vision statement is and how to create one, we recommend the following steps: