It can be difficult to write a vision for your business because it has to define your company’s values and goals. A vision statement can be a powerful tool to inspire your team and create a corporate identity.
We will explore the importance of vision statements and offer tools and tips for creating a vision statement that drives your growth strategy.
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What is a Vision Statement?
A vision statement is an official written document that clarifies the meaning and purpose of your business to all stakeholders, including employees. It describes what your company hopes to achieve in the long term. Microsoft’s early vision statement stated, “A computer in every desk and home.”
Katie Trauth Taylor is the owner and CEO of Untold Content. She said that a company’s vision statement shows what the organization hopes to achieve and be in the future. It serves a lofty purpose, which is to combine all of the company’s vision into a single impactful statement.
A vision statement is important because it defines the goal that everyone shares in the organization. Businesses with a higher goal are more attractive to employees.
Take the time to create a vision statement that combines your ambitions and motivates your employees.
What is the difference between a mission and a vision statement?
Mission statements are grounded in the present. They explain to stakeholders and members of the community why a company exists and what its current status is. Vision statements focus on the future and are intended to motivate and guide employees.
The mission is where you are right now, and why you’re here,” Paige Arnof Fenn, CEO and founder of Mavens & Moguls, a global marketing consulting firm, said. The vision should inspire the team to be part of a bigger cause and make a difference.
Both mission statements and vision statements are crucial to creating a brand. Jessica Honard is co-CEO at North Star Messaging + Strategy. The firm provides copywriting and messaging services to entrepreneurs.
A vision statement is the guiding force of your business. Mission and vision statements are important elements for your organization.
Jamie Falkowski is the chief creative officer of the marketing and communication company Day One Agency.
It may seem impossible to create the perfect vision, but you don’t need to. When crafting your vision statement, follow these tips and best practices.
Decide who will help you shape your vision
To begin writing a vision, you must first decide who will write it. You may be able, in a small company, to get everyone’s input. You may have to be more selective in a large operation while still getting a variety of opinions.
Examine the published material of your company
In your employee manual and other materials, you may already have published goals and values. Alison Brehme is a content, media, and marketing strategist and an author. She suggests using this information as a guide to your work.
Brehme explained that “a company’s purpose, mission, goals, and values all play a role in creating a company vision.” “Incorporate these concepts and beliefs in your vision statement.”
Brainstorm your ideas in workshops
Brandon Shockley is the former vice president of marketing research at 160over90 and now heads investor research and insight at Vanguard. He recommends hosting workshops for key stakeholders from across your organization. He said that teams should be formed and collaboration software used to develop alternate versions of a statement. The employee feedback was collected about the impact each version has on employees.
Get individual input
Falkowski suggested that stakeholders be interviewed to get honest feedback. Employees can use visual brand tools to create a vision statement. They can also identify common themes or describe the future of the organization in words.
Look at the vision statements of competitors
You can distinguish your business by analyzing the vision statements of your competitors.
Keep it brief but meaningful
A vision statement shouldn’t be more than two sentences long. Your entire organization should be able to repeat the vision statement quickly, and more importantly, understand it. A vision statement is more than just a tagline.
Falkowski stated, “[It] is smart and memorable, but it’s for your team and the culture of your company, not to sell a product.”
Create a longer version only for the leadership
Do not worry if a brief vision statement does not fully convey your vision. You can make a longer statement, but this should not be what you share with the world.
Let’s face it – most leaders in business, and even boards of directors, will not be able to sum up their visions into a few short sentences. Shannon DeJong of House of Who, the owner of a brand agency, said that’s okay. Have a long version of your vision that is only for the eyes of leadership. Consider the long version to be your guide for why you are in business.
Plan your biggest business goals
Taylor suggests that you start your vision statement by defining your company’s audacious goals. Reviewing your long-term objectives in a group setting can help you zoom out and see what the future of your company will be like. This zoomed-out view of success is the core of your vision statement.
Think about the global impact of your business
Honard suggested asking questions that reflect the eventual size and impact of your business. Once you have answered these questions, you will have created a road map between your current situation and your future.
Honard guides clients in the creation of their vision statement by asking them these questions:
- What is the ultimate impact I would like my brand to make on my community, industry, or world?
- How will my brand interact with clients and customers?
- What will my company’s culture look like, and how will it affect the lives of employees?
Dream big
Once you have all the facts and figures, don’t hesitate to dream big. Do not worry about the practicality of your plan just yet. What initially seems impossible can be accomplished with the right technology and team. Create a vision that reflects your company’s unique nature and aspirations.
Don’t be basic; be bold
Shockley stated that there is nothing wrong with vision statements that are daring, distinctive or even disagreeable. If a vision statement outlines a goal that everyone can agree on, it will likely produce mediocre outcomes. “Delivering an exceptional experience” is a goal that applies to any organization, whether it’s a bank, hospital, or fitness club.”
Create a vision board for your brand
Taylor suggests creating a brand board if you want to take your vision a step further. The vision board should include your company’s slogan, “who we are”, “what we do”, a summary of your ideal client, their pain points, and your content mission statement. It also includes advertising, products, SEO keywords, and a section on your business vision.
Taylor explained that a vision board is a one-page plan that anyone within a company can refer to quickly in order to recall the main concepts that are driving the work.
Your vision statement: Quick tips
Here is a quick guide to formalizing your vision:
- Imagine the future five to ten years in advance.
- Focus on your success and dream big.
- Use the present tense.
- Use clear, concise, jargon-free language.
- Make it passionate and inspiring.
- Align your goals and values with the business.
- Plan how you will communicate your vision to your staff.
- Be prepared to devote time and resources to the vision that you have established.
Your vision statement should give a clear picture of the future direction of your business. Honard says that many of her customers have used vision statements to guide their plans. They’ve taken on new marketing initiatives that have moved them closer to their goals, shifted their focus in order to reflect the desired outcome, or doubled down on a particular aspect of their branding, which is serving their vision.