Vision & Mission: Why you need both.
Clients often ask me why they should create vision and mission statements for their companies. In many cases, there is confusion as to the difference. The assumption being they are the same thing.
They are in fact two different aspects to a brand. Both are important and are closely tied to each other. Here is how I like to explain it:
Brand Vision is the “end in mind achievement.” In other words what you want your brand to become in 10 years. If the brand becomes this one thing, you know you are successful.
Brand Mission is more like a “special assignment”, the 1-3 year direction of the brand. It’s the path to achieving the brand vision.
Don’t neglect these two critical components of branding. When thoughtfully planned and executed, your vision and mission will be a solid road map to building a successful brand.