what is the vision vs mission vs values in marketing strategy, in a previous post we were talking about the marketing strategy in a before post written by Anne Foster, Then we published different posts discussing the Marketing strategy objective written by Melody Bedingfield and even we've taken a snap post and chatted about SWOT analysis in business and why SWOT analysis is important and finally about the buyer persona in What is the purpose of a Buyer Personas?

Vision vs Mission vs Values

Finally, we’ve made it this far, Mission, vision and values statements function as the basis for an organization’s strategic plan. They express the purpose, principle and underlying values of the association. When created and implemented in a thoughtful and planned manner, these statements can serve as effective tools that provide associations with meaningful direction, especially in times of quick change. Consequently, taking the time to prepare the relevant mission, vision and value messages should be carefully considered.

Mission Statements

The mission statement describes an association’s purpose or motivation for being. It shows the day-to-day operations of the organization, communicates to outward stakeholders the core solutions the association provides in society and encourages employees toward a shared near-to-medium period goal. In short, the mission information paints a picture of who the enterprise is and what the company does.

A reasonable mission statement should only concentrate on what is most essential to the organization. It should be short, clear, instructive, simple and direct. It should avoid complicated language, clichés, and generalizations and it should highlight outcomes and the people the association is serving.

When writing a mission statement, think about the following questions:

  • What do we do on a daily basis?
  • Who do we actually serve?
  • What are we -as a company- trying to accomplish?
  • What impact do we want to achieve?


  • LinkedIn’s Mission: To connect the world’s professionals to make them more productive and successful.
  • Starbucks’s Mission: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
  • Twitter’s Mission: To give everyone the power to create and share ideas and information, instantly, without barriers.
  • TripAdvisor’s Mission: To help people around the world plan and have the perfect trip.
  • Tesla’s Mission: To accelerate the world's transition to sustainable energy.
  • Sweetgreen’s Mission: To inspire healthier communities by connecting people to real food.
  • Brightery’s Mission: To integrate the online with the offline.

Vision Statements

The vision statement defines the future of the association. It shows what the organisation aspires to be or wishes to achieve in the long term. The vision information is inspirational and motivational but also delivers direction, mapping out where the association is headed. In this regard, it operates as a guide for determining current and future studies of action.

Effective vision information should be concise, unambiguous, futuristic, realistic, aspirational and passionate. It shouldn't be generic but instead, focus on products specific to the association.

When writing a vision statement, consider the following questions:

  • Where are we moving forward?
  • What do we want to succeed in the future?
  • What kind of future community do we envision?

Values Statements

The values statement highlights an association’s core principles and philosophical objectives. It is used to both report and guides the decisions and behaviours of the people inside the association and signal to outer stakeholders what’s essential to the company. An association’s core values shape daily culture and specify standards of conduct against which activities and decisions can be assessed.

A value message should be unforgettable, actionable and timeless. The format of the values argument depends on the association; some associations use one, two or three words to describe their core values while others provide a short phrase.

When drafting a values statement, some questions to consider include:

  • What do we stand for?
  • What behaviours do we value over all else?
  • How will we run our activities to accomplish our mission and vision?
  • How do we treat members of our own organization and community?



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Anne Foster

About author
Anne Foster is one the best analytics and statistics makers, She's a vegan, Dog lover and believing in science. Working as Digital advertising Specialist since 2010.

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