What is your vision statement and why do you need one?

When I meet with a new client and we start to talk about their marketing needs and the journey they wish to take, we start with a marketing strategy. Part of our marketing strategy discussions is around defining the long term vision for the business. In our latest blog we explore “What is a vision statement?” and “Why do you need one?”.

What is a vision statement?

A vision statement describes where the business wants to be in the world or as a result of their services; it helps your audience to understand the meaning and purpose. It is meant to inspire and give directions to employees of the company, helping them to know where they are heading. The vision will often be stretching and challenging, by how much will vary by organisation.

Different to a mission statement, which is based in the present and provides a sense of why the business exists to both employees and potential customers the vision statement looks further into the future. It should also cover the business goals and consider how they will get there, motivating the team to make a difference and to be part of something bigger than themselves.

In summary your vision statement is aspirational and your mission statement is actionable.

Here are some big brand examples to explain what we mean:


Our vision is to create a better everyday life for many people.”

This is short and to the point, but, very clearly setting the tone for the company moving forward – showing that they wish to be accessible and available for everyone.


“Bring inspiration and innovation to every athlete* in the world.”

(*If you have a body, you are an athlete.)

Again, demonstrating their ambition to cater for the masses by classing everyone as an athlete. They wish to provide a product that inspires all.


“A world without poverty.”

Short and sweet. It is definitely a challenging vision but you can see how this would motivate and inspire their teams to keep pushing to achieve this.

Why do you need a vision statement? 

The main purpose is to help keep the business on track and gives the employee a purpose. When an employee understands and connects with a vision statement it positively impacts their engagement at work and therefore productivity. 

Those who do not care about the future success of the organisation and their vision, do very little beyond what is required in order to keep their job. So, not only does a vision statement go a long way at a very high level to map out the direction of an organisation, but also a well-crafted vision statement is a great way to encourage a motivated and productive workforce.

If you would like some help in crafting your vision and work on your marketing strategy please do get in touch.


Sophie Comas

A highly successful self-motivated and results driven, senior marketing professional. My passion lies within developing and delivering marketing solutions which make a difference in today's complex digital market place. A marketeer with a strong academic background and broad ranging level of experience working with small businesses and in the travel and hospitality sector, across the Thames Valley, I love a challenge!

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