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Having a mission and vision statement for your brand, business, or/and blog is key to minimizing burnout, setting a goal, and keeping you on track. While mission statements and visions statements seem the same, they’re actually a bit different.

What is a Mission Statement?

Mission statements establish who you are and why you exist to your audience.

Here are some examples from some of your favorite companies:

Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

IKEA: 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.

Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school and at play.

InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.

Notice how they’re short and sweet. When creating and developing the brand, this is what is kept in the back of their minds when developing their brand voice and design.

Does this seem overwhelming for you? Remember, keep it simple. You don’t need to be fancy when creating your mission statement, you just need to know WHY you started.

FIVE12 STUDIO’s Mission: To help brands connect with their audience by showing they are and care about humans

What is a Vision Statement?

Vision statements address where you see yourself in the future.

Ikea: To create a better everyday life for many people.

Southwest Airlines: To become the world’s most loved, most flown, and most profitable airline.

Sony: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Samsung: Inspire the world. Create the future.

You will see these companies have vision statements that are “goals” and “futuristic.” In a way, a vision statement is a continuous goal set by the company.

FIVE12 STUDIO’s vision statement: In ten years, FIVE12 STUDIO will help transform brands thinking by putting the heart and value of their audience first.

Now you go! Let me know what your mission and vision statements are below!