We’re not Virgin or Coca-Cola, why would we need a vision statement?”
“Vision statements . . . mission statements . . . aren’t they just whimsical phrases big companies put out to impress investors?”
“I’ve got a small business which employs five people . . . a vision statement seems, well, a tad fanciful.”
Fine. Having a vision statement is of course entirely optional, though it can be just as helpful for the sole trader as the multinational concern.
A vision statement can be both aspirational and inspirational. It will be at the heart of your small business marketing strategy.
So what is the difference between a mission statement and our vision statement?
Mission Statement: Defines what’s wrong with the world and how you intend to fix it.
Vision Statement: How the world looks after you’ve fixed it.
Microsoft: “To enable people and businesses throughout the world to realize their full potential.”
Google: “To organize the world’s information and make it universally accessible and useful.”
Harley-Davidson: “We fulfil dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary experiences. We fuel the passion for freedom in our customers to express their own identity.”
The best vision statements are truly personal to a business rather than generic.
To begin to define your own vision statement for your business think about your ‘brand story’ to date. What are your hopes and dreams for your business? How might you articulate your vision in one or two concise sentences?
Once you have created your vision statement, share it with everyone connected to you: management, associates, team members, investors, customers, suppliers and include it on your website, blog and other marketing materials. You can also build it into your email signature and company newsletter if you have one.
If you would like some help with creating a knockout vision statement that truly represents your brand, your friendly business marketing specialist will be delighted to sit down with you and create something uniquely memorable.
It’s quite likely also that if you’ve been in business for some while that the vision statement you started out with will have changed over time. So don’t be afraid to revise an outdated vision statement so that you are working to a vision which accurately reflects your business today.
To sum up, a vision statement isn’t just for big household brands. It can be a useful working tool for keeping your business and marketing plans firmly on track . . . the beating heart of your brand in action.