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5 Steps to Building Your Company’s Vision Statement

Delivering quality work is easy to accomplish when you and your employees feel motivated. One way to encourage this and take worker morale up a notch is crafting an effective values statement that aids in building your company’s vision. Designed to establish your company’s goals and how you plan to achieve them, values and vision statements for employees—and yourself— to follow help set the tone you want as your business moves toward the future.

Use this guide to learn what a vision and values statement is, how to write a vision statement and view values and vision statement examples that help you write your own.

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What is a vision statement?

A vision statement explains your company’s future goals and what you hope to accomplish, and it also helps establish an inclusive company culture. Aspirational in nature, these succinct statements typically take a forward-thinking tone, outlining what you see your company achieving as it grows and how that growth stands to help the community at large. The vision statement usually comprises one to two concise sentences that focus you and your team on a common goal.

A successful vision statement should, of course, be aspirational and ambitious, but it should also be achievable and realistic. It also helps when it captures the imagination of your employees and makes them feel included, valued and like they’re a part of something intriguing or even provocative. A vision statement should also showcase how your business differs from the competition and offers something to workers, customers and clients they can’t get elsewhere.

What are company values?

Company values are the principles and beliefs your company holds and works to continue practicing. These organizational values often start as a few words or phrases and evolve into a full statement. Also called guiding principles, values statements list your organization’s beliefs and how you and your employees intend to uphold them with your team members, clients and business partners. Their importance also lies in setting direction so there’s no miscommunication in terms of what you want your business to accomplish.

This values statement also serves as a code of conduct, setting guidelines for employees that detail how your company expects them to behave. This code covers not only how they deal with coworkers and superiors, but also customers, clients and even visitors to your company. Workers can refer to the company’s values when making important workplace decisions, so clear-cut rules that everyone can understand and follow work best.

Related: Identifying Your Leadership Values: Your Core Values

Why is it important to define your company’s values and vision?

Setting your company’s values and vision essentially lays out your company’s goals, aspirations and behaviors, plus how you plan to achieve and uphold them. Defining a vision and values statement clearly strategizes your future plans, motivates employees to work toward them and lays out clear leadership values. When team members are working toward these goals, they feel their work has meaning, which motivates them to do their best.

How to set the values and vision of your company

Determining the values and vision of your company takes collaboration with your team and dedication to find the values and vision that best define your business. Use these steps when building your company’s vision statement to showcase what you hope to achieve going forward.

1. Conduct research on the values and visions of other companies

Researching other companies’ values and vision statements help you gain a clear idea of what aspects of your own business’s principles and beliefs you need to explain. Search online to find vision statement examples from organizations in your industry, and hone in on different patterns and elements within each one to consider when building your own statements. Words that often express a company’s core values include:

  • Collaboration
  • Accountability
  • Diversity
  • Inclusion
  • Sustainability
  • Service
  • Quality

2. Hold meetings to gain everyone’s opinions and ideas

Since your team members must follow the vision and values you set, consider their input when building these statements. Conduct meetings with leadership and employees to gain different perspectives and opinions on what they value most and their future goals for the company. Listening to your employees helps provide you with strong, original ideas and may inspire your employees to work toward goals to which they contributed.

3. Set the goals your company wants to meet

Once you’ve gained input from your team members, you can establish clear goals for your company. These goals help shape the values your company holds, so take your time as you analyze each thought provided by your employees. Develop themes from these thoughts and write down phrases that represent each value. Then, build full value statements from the results.

Let’s say you choose “customer commitment,” “inclusion” and “integrity” as core values. Think of how these terms pertain to every aspect of your organization. Next, express it succinctly in a values statement such as, “We’re committed to inclusion and integrity in every interaction, with a strong commitment to customer satisfaction.”

Related: Goals vs. Objectives in Business: A Guide for Managers

4. Determine how your customers benefit from your product or service

After creating your value statements, you can start building your vision. First, write down your ideas and those given by your employees, then think about how your product helps customers or solves their problems. You can also survey some clients or customers to better understand how they benefit from your product or service. If your company doesn’t yet have customers, list what you want your product to achieve and how customers can potentially benefit from it.

5. Make your vision statement simple and forward-thinking

After analyzing perspectives from yourself, your employees and clients, you can now craft your vision statement. Think about the values you’ve set for your company and try to build the statement from there. For example, if one of your values is dedication to your clients, your vision statement might explain your goal to be a company clients can always rely on and turn to for a satisfying interaction.

Your vision statement should be clear and direct. A vision that’s simple to understand makes it easier for your employees to follow and work toward. It should also be forward-thinking and look into the future.

FAQs About Building Your Company’s Vision

Refer to these FAQs regarding building strong values and a vision statement for your company:

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

While the vision statement explains where your company wants to be in the future, your mission statement describes what your company is doing to achieve the goal laid out in the vision statement. The vision statement is usually a broad and simple sentence or two, while the mission statement is more specific because it explains actions your company plans to take going forward.

What are some mission and vision statement examples?

Here is an example of a clear vision statement:

“To be an organization that provides a one-of-a-kind service to every client from start to finish.”

An example of a mission statement is:

“To give our clients a unique customer-service experience by going above and beyond to provide a considerate, informative and valuable service throughout every client-employee interaction.”

What does a strong value statement look like?

Values are typically the overall goals and strategies you work to achieve. An example of a strong value statement is:

“We provide detailed and quality work to clients by carefully proofreading each document and submitting strong, valuable projects at all times.”

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