Vision and mission statements play an important role in business. Not only do they serve to communicate the direction a company is headed clearly and succinctly, but they also assist in driving employees forward in a unified way. Vision and mission statements allow employees to understand what is expected of them, and provide guidance in the choices made and actions taken by workers as part of an organisation.

Once the vision and mission statements have been decided, it makes it much easier to establish the expectations of employees. This then influences the types of policies and procedures implemented, and helps to determine the daily activities of workers throughout a business.

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

A vision statement is aspirational and covers the hopes and dreams a business has, focusing on what the company represents and what it stands for. It provides inspiration, and if written properly can serve as a solid framework for strategic planning

A mission statement describes a business’s purpose and objectives. It can change over time and is a short-term declaration on how a business will reach the goals outlined in its vision statement. An effective mission statement will cover what the business does and for who, and how it does it.

A good example in understanding the difference are the vision and mission statements for IKEA. The mission statement is ‘to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them’. The vision statement is ‘to create a better everyday life for the many people’.

Still think vision and mission statements add no real value? Read on.

Helps employees make informed decisions

Clear vision and mission statements provide clarity to employees who receive consistent and uniform information on the type conduct that is acceptable in the workplace. They assist in organising the workforce so that employees make better informed decisions, with explicitly stated vision and mission statements removing any ambiguity as to what is expected of workers.

Provides a steady framework

The process of establishing a precise vision and mission statement can be a daunting and difficult task, but when properly created, provide a solid basis from which employees can operate. It also ensures that a change in management or ownership will not adversely affect performance or progress.

Assists in attracting the right people

A clearly stated vision and mission statement will remove the guesswork from attracting and hiring new talent. A succinctly written statement helps to identify the purpose of the different roles within a business, allowing for clearer job requirements and position descriptions, and thereby helping to narrow the field of potential candidates.

Creates a strong business identity

The vision and mission statements help strengthen a company’s identity. They play a key role in its marketing plan, outlining what a business does, how they do it, and who they do it for. Creating a strong brand is essential as it helps to align an organisation with those who relate to or have similar aspirations. Mission and vision statements have a huge say in how the general public perceives a company, and are a vital part of branding strategy.

Why you should consider a vision and mission statement

Vision and mission statements are an essential part of the success of any business. They work in tandem to help employees and partners know what it is a company stands for and what goals it aims to meet in the future.

A clear vision encourages innovation, critical thinking, and properly oriented actions which all work together to achieve a goal. This makes the vision and mission statement the foundation of any company that wants to achieve success.

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