Mission Statement v Vision Statement – What’s The Difference?

Mission Statement v Vision Statement

Mission v Vision - Key Differences

In the world of marketing, clarity of purpose is paramount. Two terms that often come up in strategic planning and branding discussions are "vision" and "mission" statements.

While they might sound similar, they play unique roles when helping shape a company's trajectory.

Let's look into the key differences between the two:

1. Definition

What's a Vision Statement?: A vision statement outlines the company's long-term aspirations – where it sees itself in the future. It's the company's guiding light, providing a picture of what success looks like. Think of it as the company's "north star," illuminating the path forward.

What's a Mission Statement?: On the other hand, a mission statement describes the company's present purpose - why it exists and what it does today. It's more about the here and now, detailing the company's core objectives and the strategies to achieve them.

2. Timeframe

Vision Statement: This is future-oriented. It paints a picture of the company's desired future, often 5, 10, or even 20 years down the line.

Mission Statement: This is present-oriented. It focuses on the current actions and objectives that will help the company move towards its vision.

3. Function

Vision Statement: It serves as a source of inspiration and motivation. It's the dream that stakeholders, from employees to investors, rally behind.

Mission Statement: It acts as a roadmap, guiding daily operations and decision-making processes. It's the practical side of the dream, detailing how the company plans to achieve its vision.

4. Content

Vision Statement: Typically, vision statements are broad and aspirational. They don't delve into specifics but instead offer a grand idea of what the company hopes to achieve, e.g.

"To be the UK's most innovative marketing agency, setting global standards in creativity."

Mission Statement: Mission statements are more specific, detailing the company's core values, target audience, and primary strategies, e.g.

"To provide UK businesses with cutting-edge marketing solutions, fostering growth through creativity, data-driven strategies, and unparalleled customer service."

5. Change Frequency

Vision Statement: Since it's based on long-term aspirations, a vision statement remains relatively constant, only changing when the company undergoes significant shifts in its long-term goals.

Mission Statement: This can evolve more frequently, reflecting changes in the company's strategies, market conditions, or customer needs.

Vision Statement Best Practices

Here are some best practices for writing an effective vision statement:

  1. Keep it future-oriented: The vision statement should look to the future and articulate the company's ambitions and the impact it aims to have.
  2. Ensure it aligns with company values: It should echo the values of the company and how those values will guide the future course of the organisation.
  3. Make it inspirational: A good vision statement should inspire employees and give them a sense of purpose.
  4. Keep it broad and bold: It should be broad enough to allow for the company's growth and evolution, but bold enough to spark passion and motivation.

Mission Statement Best Practices

Here are some best practices for writing a best-in-class mission statement for your business:

  1. Keep it concise and clear: The mission statement should be short enough to be memorable but long enough to convey the primary goals of the company.
  2. Focus on the present: It should communicate the company's purpose in the present and should reflect the immediate goals and activities of the company.
  3. Incorporate values: It should speak to the company's core values and beliefs, and demonstrate how they are enacted through its operations.
  4. Make it actionable: It should reflect the actions the company is currently taking or plans to take to achieve its goals.


While both vision and mission statements are integral to a company's strategic framework, they serve different purposes.

The vision statement is the dream, the aspiration, and the beacon that guides the company's journey. In contrast, the mission statement is closer to an action plan, detailing how the company intends to realise that dream.

Together, they provide a comprehensive understanding of a company's purpose, direction, and values.

As your business grows, having a clear vision and mission is crucial. It not only helps in aligning internal teams but also in resonating with customers, partners and other stakeholders.

When push comes to shove, the aim is to get everyone on the same page, working towards a shared goal.

About Tom Irving

With a background in FinTech, Tom has 20+ years of experience taking ideas from concept to reality. Having honed his skills as a Business Analyst, he led successful Product Management and Marketing teams in various startups and enterprises. He's always loved solving problems using technology, something he utilises now to drive growth and innovation.