How to Write a Vision Statement for Your Brand

Part of the prep work for launching a new brand or business is getting a clear idea of your mission, vision, and core values. Knowing these and writing them down will help you develop your brand’s voice and visuals. And a clear vision and set of values will help you decide what projects or partnerships to go after as you grow.

To identify your vision, start by explaining the problem you’re solving and what differentiates your solution. Then write out a summary of that statement and focus on the values that will inform your work.

What is a vision statement?

While your mission statement expresses your purpose as a business and how you deliver it, your vision statement communicates where that mission will ultimately take you.

Think about it this way—your mission statement tells people the what, who, and how of your brand. The vision statement gives them the why.

Why will the employees, contractors, freelancers, and suppliers who work for you be driven to deliver on your mission? And why will the world be improved for everyone else, once they have engaged with and bought into your brand?

A great vision statement shows people the light at the end of the tunnel of their engagement. It gives them a reason to want to interact with your brand, because it predicts how their lives will be improved when they do.

What’s the difference between a mission statement and a vision statement?

A vision statement is a summary of the motivation behind your business or brand. The statement specifies what you’re offering to others. For example, you might envision a brand that makes people feel powerful and confident through food and fitness education. 

Your mission statement focuses on how you’ll translate your vision into action. So your mission might be to empower people with resources and one-on-one coaching on nutrition and strength training.

How to write a vision statement

When you write your vision statement, you can use your imagination and creativity to help people understand the motivation and end goal of your work.

It’s your chance to really dream big. Project 10 years into the future. Be bold, but be realistic—your vision should be ambitious, but you don’t want it to feel unreachable. 

To figure out your vision, start by brainstorming around the following questions: 

• What’s the problem my business will solve?

• Why am I personally invested in providing a solution?

• Do others care about this problem, and are they seeking a solution?

Then, distill those answers into one or two sentences. Approach it from a big-picture perspective: Think about what would make for an inspiring vision statement that encompasses your long-term goals.

Vision statement examples

A chef like Gaby Melian believes in the healing power of home-cooked meals and the connections those meals facilitate. When she realized how many people dread cooking and see it as a chore, she set out to change the narrative. Since cooking was such an integral part of her family and upbringing, her vision is for a world that prioritizes enjoyment through food, fun, and familial bonds. Her motto is: “Keep Cooking. Be Happy.”

Other good vision statement examples might be:

• “Making it easy for any creative to start a freelance business.”

• “Creating a more beautiful world with thoughtfully sourced plants and flowers.”

• “Changing the way people think about their mental health.”

A great vision statement will help you with decision-making. Use your vision statement as the North Star that guides your business plan. For example, if you’re running a flower and plant business, you might choose to work with a specific farm or sell specific plants based on how they grow them or their sustainability practices.

Once your business achieves its vision, don’t be afraid to revisit, review, and—if necessary—rewrite it.

Create your core values

Your brand or business values are the central ideals that inform your decision-making. Your values guide things like:

• How you respond to customers

• Partners or causes you partner with

• How you approach problem-solving

Try to identify three to six values to guide the way your business shows up in the world. 

Ask yourself:

• What makes me feel proud of my work? For example, is it the fact that this product has never existed before? Maybe I value innovation. Is it because I know this will positively impact the world? I likely value making a difference.

• What are my favorite traits of the three people I most appreciate? If they’re honest, I probably value honesty. If they’re funny, I may value the power of humor, and integrate playful touchpoints throughout my business. If they’re open about themselves, it’s possible I value vulnerability.

• What do I admire in other businesses? For example, if I respect their social media presence, I may value community engagement. If I appreciate that they showcase client feedback on their site, maybe I value transparency.

Every business is different, and there are no wrong answers. Reflecting on how others run their businesses can help improve how you imagine your own business.

This post was updated on May 23, 2023.