For many young businesses and startups, mission and vision statements are low on the list of priorities the business needs to take off. Due to such a mentality, many organisations put off writing out their mission and vision later on when the business had prospered or when they are building a corporate website and need content. At that point, the vision is left to PR persons and publicists to write out, which is not a great idea. A mission and vision statement should be written out earlier on in the life of an organisation when the idea has been birthed and plans are being made to follow it through. Vision and mission statements, as the names imply, are supposed to encapsulate the vision that led to founding the organisation in the first place and what it seeks to achieve respectively. So how should your mission and vision statements look like?
As an organisation, your identity and purpose is embedded in your mission and vision statements and depending on what effect you would like your brand to have on customers and the general public, your statements should be able to evoke those feelings even before people get the chance to interact with your brand and your service. Your service and brand should go on to confirm whatever it is you say in your vision and mission statement. One way to never go wrong with your vision and mission as a brand is to inspire, empower or motivate in your statement. This will endear your brand to your patrons and make them feel an emotional attachment to the brand.
Many renowned brands go the way of empowerment and motivation when it comes to mission and vision statements, this may not necessarily have been their mission and vision when they started out but the mission and vision changes along the line and the statement should change with it. Here are some inspiring mission and vision statements from some notable brands around the world
“To empower creators to make their best work and get it in front of the audience they deserve.”
“To give everyone the power to create and share ideas and information instantly, without barriers.”
“To enrich people’s lives with programmes and services that inform, educate and entertain.”
“To help bring creative projects to life.”
“To be a company that inspires and fulfills your curiosity.”
“To help humanity thrive by enabling all teams to work together effortlessly.”
“To improve its customers’ financial lives so profoundly, they couldn’t imagine going back to the old way.”
“Improving people’s lives through meaningful innovation.”
“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”
“We save people money so they can live better.”
AirBnb describes its mission as,
For so long, people thought Airbnb was about renting houses. But really, we’re about home. You see, a house is just a space, but a home is where you belong. And what makes this global community so special is that for the very first time, you can belong anywhere. That is the idea at the core of our company: belonging.
Betterment describes its mission based on you-the customer-coming first:
We have one mission: To empower you to make the most of your money so you can live better.