How To Write a Vision Statement for Your Company

Key takeaways:

• A vision statement helps companies stay focused on working toward shared goals.
• A good vision statement aligns with the company’s core values.
• Your vision statement will help you build trust and long-term connections among your audience.

A strong company vision statement helps shape your brand’s future. Whether you’re building a website or growing a business, your vision statement plays an important role in keeping your company moving in the same direction.

In this guide, you’ll learn how to write a vision statement, its definition, and the important characteristics of a good vision statement.

What is a vision statement?

A vision statement is a short sentence that describes your business’s future goals. As the word vision suggests, it’s about the future your company sees as it grows toward success.

No matter what size, every company needs a clear, bold, and future-focused vision statement. It gives you and your team a clear idea of where the company is heading. It also helps your audience understand what you’re aiming for.

Here are vision statement examples to help you see what it looks like in action:

• “To create a world where people can share anything they want with anyone they want.” – Facebook
• “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” – Tesla
• “A global force for learning through play.” – Lego
• “We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.” – Nike
• “To create a better everyday life for the many people.” – IKEA

Vision statement vs. mission statement

A company vision statement describes the future, while a company mission statement describes the present. Although both shape how a business operates and works toward a shared goal, they serve different purposes.

Let’s look at Facebook’s mission and vision statements:

• Mission: Facebook’s mission is to give people the power to share and make the world more open and connected.
• Vision: To create a world where people can share anything they want with anyone they want.

The vision statement focuses on a big-picture future. It answers the question, “Where is this business headed toward?” Facebook’s mission statement, on the other hand, answers the question, “What does this business do, and who does it serve?” It explains what Facebook does today: to provide people with a platform to connect with each other.

Understanding the difference between a mission and a vision will help you stay clear and focused when writing your own vision statement.

Now that you understand how they work together, it’s time to write your vision statement.

Step 1. Create a word cloud

Gather all your stakeholders and start brainstorming. Think about words that describe your business.

During this step, be bold and limitless. Write down everything that comes to mind; there are no wrong answers. You can use sticky notes to ensure you don’t forget or miss any associated words. You can also use online word cloud generators to help you develop words quickly.

Aside from words that describe your business, write down words or phrases that describe what success means for your business. For example, if your business has strong customer service, write down customer service.

Why do you have to do this? These words will give you clues about what your vision is really about. This way, you’ll have a clearer view of your choices in terms of words.

Step 2. Ask and answer foundational questions

Ask yourself or your business partners questions that help define what your business wants in the future. Think of questions like:

• How will the world look like if my business succeeds?
• Who will benefit the most from this?
• What lasting impact do I want to leave?

Having a set of questions will help turn your word cloud into a clear idea.

Then, answer your questions yourselves. Your answers don’t have to be perfect. The goal is to get you closer to your big-picture purpose.

For example. Let’s say your business sells handmade toys; your answers might be:

• I want to bring joy to families.
• I want to provide kids with toys that spark creativity.

Step 3. Write your company’s vision long-form

Now, it’s time to bring your ideas together. Start writing your vision in full sentences. This isn’t final and may still have changes later. Consider this as your first rough draft.

The goal here is to organize your thoughts clearly. Take out your word cloud and incorporate the words that stand out to you. Use the answers from Step 2 to help shape your message as well.

Tip: Don’t worry about length or wording. Just write down what feels true to your brand’s purpose.

Step 4. Step back, revise, repeat

Once you’ve written your rough draft, take a break. Giving yourself some time to think helps you come back with fresh eyes. This way, it’s easier to spot what works and needs further improvement.

Repeat this process as much as you need. Each time you revise, try to shorten and simplify your vision statement. The goal is to make it stronger, clearer, and easier to remember.

With each round of edits, you’ll move closer to a vision that truly reflects your brand’s purpose.

Step 5. Finalize and share it

Once your vision statement feels ready, it’s time to lock it in. But how do you know when it’s ready? Here’s what to check before finalizing:

• Is it short and clear?
• Does it reflect your long-term goal?
• Would the readers understand it right away?

If it checks all the boxes, you can share your vision statement with the world.

Post your final vision statement across different platforms, especially on your website. While vision statements are a tool that guides businesses to stay focused, they also show people why you exist, building trust and long-term connections.

What makes a good vision statement?

To make a good vision statement, knowing what separates a good one from a forgettable one is important. Here are the key traits of a good vision statement:

1. It’s ambitious. A vision statement outlines the company’s future. Thus, it should aim high and push your business to grow. Being ambitious means wanting something big, which gives your brand something big to work toward.
2. It’s short and simple. A good vision statement should be readable and memorable. Aim for a short and simple vision statement. If it’s too long and full of fluff, people will forget it.
3. It’s achievable. While it should be bold and ambitious, your vision should also be realistic. A vision that’s obviously out of reach can feel demotivating. So, ensure it’s something your business can work toward over time.
4. It aligns with your values. A good vision statement stays close to the company’s core values. To make a good vision statement, try to ensure it feels true to your purpose, culture, and how you impact the world.
5. It’s emotionally engaging. Lastly, the best vision statements make people feel something. Whether it’s hope, excitement, or motivation, your statement should inspire the entire organization and your audience to believe in your future.

Inspire with your vision statement

Nothing beats a clear and compelling vision statement. It keeps your business focused, your team aligned, and your audience inspired. Now that you know what makes a strong statement and how to write one, you’re more than ready to create your own.

Take the first step today. Write an inspiring vision statement and add it to your website so you can connect and build trust with your customers.

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Frequently asked questions