What Is a Business Vision Statement? (With Helpful Examples)

By Indeed Editorial Team

Updated September 30, 2022 | Published February 4, 2020

Updated September 30, 2022

Published February 4, 2020

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Creating an impactful business vision statement can have a positive influence on the future of a company. You can review the company's goals and responsibilities to help you generate a business vision statement that defines the brand and inspires the employees. Understanding the elements to include in one and why it's imperative to use one can help you guide a company toward achieving its overall goals.

In this article, we discuss what business vision statements are and why they're important, explain how to create one, offer a few examples and provide tips for using one.

What is a business vision statement?

A business vision statement is a company's future aspirations defined clearly by an executive or team of executives. A vision statement can portray how business executives see the company serving the greater community. The statement is simple and inspires innovation for the company to strive to accomplish. It differs from a company's mission statement because it depicts a projected goal the company is working to achieve, whereas a mission statement describes the present offerings a company provides to its customers and stakeholders. Additionally, two companies can have similar vision statements but different mission statements.

You may find it beneficial to review and revise a company's vision statement when its elements within the brand or industry have changed substantially, and it's no longer relevant. This means it's unnecessary to revise the statement annually because when you write the original statement, it's meant to last for a longer time and survive various factors.

Related: Vision Statements: Tips, Example and Importance


Why are business vision statements important?

A business vision statement is important because it directs a company's focus on how its present actions can influence future business prospects. It can also act as a reminder to company employees about why they perform certain job duties and how their work contributes to the organization's success. Some other reasons it's important to have business visions statements can include:

  • It helps the brand make informed decisions. The brand can refer to its vision statement when making substantial decisions for the company. This helps to ensure the company and its employees remember what the company is working towards and select the right choices to move the business forward in its statement, even if it delays immediate benefits.

  • It provides motivation and inspiration to employees. Employees may feel motivated and inspired to work on their tasks when the company provides a vision statement for guidance. It provides a reason why a professional may want to do the job and help maintain their job satisfaction because they understand their purpose at work.

  • It creates a brand legacy. An effective vision statement for a brand can help establish a legacy. This means the goal of a business' vision statement can include ensuring the legacy outlasts the founders.

  • It develops company culture. Professionals can understand how to act in their organization when there's a clearly defined statement. It can also guide professionals on how to represent the brand outside the office when attending company events.

  • It can prioritize resources. The company can use its statement to determine how to prioritize resources effectively to achieve its goals. For example, it may help you decide how to utilize the technology and equipment the brand already owns.

Related: How To Make an Informed Decision: 6 Steps, Tips and Example

What to include in a vision statement for a business

Some essential components to include in a vision statement to add meaning can include:

  • "To be" statements: A "to be" statement starts a vision statement with a forward-thinking line or phrase, which identifies what the company might be within an industry or for customers.

  • Stakeholder-tailored content: These are phrases or words directed toward investors and stakeholders you can use when creating a statement. This demonstrates how the company's vision includes the stakeholders' and investors' interests.

  • Optimistic yet rational claims: The vision statement is forward-thinking and optimistic because the statement assumes the company's projected success. Be sure to stay within reason when making this claim and determine if it's achievable as a long-term goal.

  • Simple language: In a vision statement, it's beneficial to use simple language that anyone can understand, even those who are unfamiliar with the brand's industry. Using simple language can help your statement be more impactful to readers.

  • Inspirational anecdotes: A vision statement is meant to inspire those who read it, including stakeholders to keep investing, customers to keep buying and employees to keep producing productive work.

Related: Essential Components of a Vision Statement (With Examples)

How to create business vision statements

You can create a vision statement that symbolizes a company's goals by following these five steps:

1. Set up a brainstorming session

A helpful way to create a vision statement defining a company is by holding a brainstorming meeting. You can work with the brand's senior leadership professionals or the marketing department. Together, you can review the company's history, current offers and projected goals for how it may wish to influence the world.

Related: 25 Brainstorming Techniques for Team Inspiration

2. Review the company's long-term goals

A vision statement is forward-thinking, making it important to identify your long-term company goals before drafting a statement. Think about why the company offers its products and services. Think about how you want them to affect the customers and where you want the company to be in five years.

Related: Setting Long-Term Goals: 45 Examples and Helpful Tips

3. Analyze competitors' vision statements

Look at the biggest competitors within the brand's industry and analyze their vision statements. Consider what they use in their vision statement and where they advertise their statement. Think about how you can craft a statement that competes with the company's competitors. Reviewing the competitors' vision statements may help you discover unique tactics to apply to the brand's statement.

Related: What Is Competition Mapping? (With Examples)

4. Keep it short

Generally, a vision statement is brief. It can be one to three sentences, allowing you to create an inspirational statement representing the company. You may find it helpful to produce several drafts of the brand's statement to help determine the appropriate wording to express the company's message clearly and inspire others.

Related: 12 Vision Questions To Focus Your Organization

5. Revise it when needed

Once you create a company's vision statement, it's a living document you can change as needed. As the business grows, so can the vision statement. If you find that it's not having the desired impact on the brand's identity, revise it to fit the company's goals better.

Business vision statement examples

Here are a few examples you can use as a reference to help you draft a company vision statement:

Example 1: Burnt Bean Coffee Co.

To be the best coffee company providing caffeine to the citizens of Kai, and the first coffee company to provide salaried incomes to our wonderful coffee farmers.

Example 2: Fuller Consultant Firm

To provide innovative solutions to your industry challenges, and to be one of the nation's leading consultant firms by 2025.

Example 3: P&P Pools and Patios

To provide families with what they require to make the most of their beloved outdoor spaces.

Related: 10 Mission, Vision and Value Statement Examples (Plus Tips)

Tips for using business vision statements

Here are some tips for implementing a business vision statement that reflects a company's goals:

  • Use it in advertising. You can use a company's vision statement within advertising and marketing campaigns. If you use it correctly, the vision statement can become a defining part of a company's brand identity.

  • Add it into company documents. Another beneficial area to insert a vision statement is in the company's documents. You can include it in business reports, employee manuals and onboarding documents.

  • Display it in the company offices. Vision statements can be powerful motivators for a brand's employees. Consider putting the statement on company posters in the office's common areas and working spaces to remind employees why their job is vital.

  • Make it a measurable benchmark for performance reviews. You can use a vision statement to evaluate the efficiency of the company's employees during performance reviews. This is a beneficial way to remind employees of the brand's goal.


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