By lkolowich@hubspot.com (Lindsay Kolowich Cox)

Think about the brands you purchase from over and over. Why do you choose the ones you do, even when cheaper options exist?

Do you usually fly with a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions?

Well, there’s a good reason for it.

The reason we stay loyal to brands is because of their values. The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do.

When your brand creates a genuine connection with customers and employees, they’ll stay loyal to your company. This helps you increase your overall profitability while building a solid foundation of brand promoters.

Achieving this type of connection is no easy task. The companies that succeed at this stay true to their core values and create a brand that employees and customers are proud to associate with.

That’s where company mission and vision statements come into play. This article will explain what makes them different and provide you with examples of vision and mission statements from growing companies.

If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for:

As a company grows, its objectives and goals may be reached, and in turn, they’ll change. Therefore, mission statements should be revised as needed to reflect the business’s new culture as previous goals are met.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it provides, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission and vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Free Guide: …read more

Source:: HubSpot Blog

Author: Aaron