A mission statement is a concise declaration of what a brand or company intends to do. It outlines the product or service it offers, who it manufactures them for, and why it does so. A vision statement is a brand's look into the future, expressing what it hopes to achieve through its mission statement. This is more conceptual, as it allows us to envision what the brand can become in the eyes of the consumer and the value it will provide throughout life.
A vision statement is a powerful tool that can help guide a company's direction and decision-making. It should be inspiring and aspirational, yet achievable. It should also be concise and memorable, so that it can be easily communicated to employees, customers, and other stakeholders. An example of a vision statement is 'To be the world's most customer-centric company.' This statement expresses Amazon's goal of providing the best customer experience possible.
It also serves as a reminder to employees that customer satisfaction should always be their top priority. Another example of a vision statement is 'To create a better everyday life for the many people.' This statement expresses IKEA's goal of making everyday life easier and more enjoyable for people around the world. It also serves as a reminder to employees that their work should always strive to make life better for their customers.