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Every Good Vision Deserves a Good Mission

Your brand Vision and Mission go hand-in-hand

Creating a good Mission statement requires an understanding of how the Mission relates to the Vision. The Vision defines where the organization seeks to go while the Mission establishes, in practical terms, what the organization must do to accomplish the Vision.

Mission is not about dreaming, but about planning. It is what the organization needs to do, how it does it, and for whom it does it.

While Vision sets the destination, Mission provides the path.

Mission statements are generally more detailed than Vision statements. They are the part of the brand’s strategic foundation that feeds directly into the brand proposition and business plan. A good Mission statement should consider:

  1. What the organization produces or provides
  2. Who the organization serves
  3. What overarching benefit the organization provides
  4. How the organization can adapt
  5. How it can be used as a filter in key decision making
  6. What commitment the organization is willing to make


Ikea is great example of a simple mission statement that compliments its vision with clarity around: what it produces; who it serves; and the benefit it provides. The vision captures the impact it seeks to make while the mission articulates what it will seek to do to achieve its vision.

Our Vision is TO create a better everyday life for the many people

BY (our Mission of) offering a wide range of well-designed, functional, home furnishing products at a price so low that as many people as possible will be able to afford them.

Mission is about planning, not dreaming