Your Mission and Vision

Determining where you are today—what your current brand looks like—is the first step in the process of developing your brand strategy. By defining who your brand is you create the foundation for all other components to build on.

Your brand definition, as expressed in Mission and Vision statements, will serve as your measuring stick in evaluating your marketing materials and strategies.

What is the vision and mission of your business or organization? If you have a corporate vision statement, this is a good time to review it. If not, review the following materials about how to develop a vision and mission statements.

A Vision is a description of the business, as you want it to be. In dictionary terms it is, “a mental image produced by the imagination.” It involves seeing the optimal future for your business, and vividly describing this vision. The description might include HOW things will be WHERE, WHOM with, WHAT you’ll be doing and HOW you’ll feel.

A Mission is the “special assignment” being undertaken by your business.

  • A mission statement should say who your company is, what you do, what you stand for, and why you do it.

  • An effective mission statement is best developed with input by all the members of your organization.

  • Good mission statements tend to be 3 or 4 sentences long.

  • Avoid saying how wonderful you are, rather focus on the benefit to the customer.

  • Make sure you actually believe in your mission statement, if you don't, it's a lie, and your customers will soon realize it.


The Vision and Mission statements should be able to:

  • Bring focus and clarity to the desired future of the business (plus what makes it distinctive and relevant)

  • Inspire people to work towards that future

  • Guide people in their decision-making as they reach for this future

Here are some things to avoid when writing your Vision and Mission statements:

  • Don’t regurgitate a description of your business

  • Don’t make it boring

  • Don’t make it the length of a college term paper

  • Don’t fake emotion

  • If you don’t believe it, don’t include it

  • Don’t lie or claim to be something you aren't

  • Don’t forget to get the input of everyone on your brand strategy team

Where Are You Now?

Let’s assess your brand as it exists today. Be honest and answer each question thoroughly. Focus on your target audience when answering each question.

  • What does your company specialize in?

  • Describe what your business currently offers.

  • Define the qualities of those offerings.

  • Characterize the core values of those offerings. Are they aligned with the core values of your business?

  • Who is your target audience?

  • What types of people does your company attract?

  • Where is your target audience?

  • What do they think about your current brand?

  • What would you like them to think about your brand?

  • How will you attract them to your mission?

  • Who else is competing for their loyalty and devotion?

  • What type of relationship you would like to have with your customers?

...and Where Do You Want To Be?

Mission and Vision statements that will become the rallying cry for your business are available in our Ultimate Build-a-Brand Plan.


The Ultimate Build-a-Brand Plan is an all-inclusive, end-to-end, high-impact solution for your small business that includes everything you need to build your brand—and provide guidance for your marketing efforts—professionally, quickly, and effectively.