What is a vision statement?

A company vision describes your goals and what you hope to accomplish. Your vision statement expresses this vision clearly in written form.

A company’s vision statement helps inspire and unite a team around a central goal. Written with a forward-thinking tone, your vision for the company should outline your aspirations for growth and community benefit.

Characteristics of an effective vision statement

While every vision statement is unique, they tend to have similar characteristics. Common elements may include:

• Future-focused: A vision statement is a long-term goal that guides your organization’s efforts and direction.
• Ambitious but attainable: A successful vision statement should challenge your team while remaining realistic.
• Inspirational: An effective vision statement inspires those who read it. When creating your vision statement, consider highlighting how you aim to improve your customers’ lives and contribute positively to the world.
• Differentiation: Your vision statement should show how your business differs from the competition and offers something unique to workers, customers and clients.

The connection to your company values

As you develop your vision for the company, consider incorporating company values and other guiding principles for consistent messaging. Doing this reinforces your commitment to these values and inspires your employees to embrace them.

Importance of defining your company’s vision statement

Some benefits of clarifying your company’s vision statement include:

• Decision-making support: A clear vision statement can help you make decisions that align with your company’s values and goals.
• Sense of unity: Vision statements may create a sense of unity by rallying your team around a central idea, potentially improving work performance and collaboration.
• Improved recruitment efforts: Establishing a company vision can support recruitment efforts by attracting talent with similar goals. Investors and vendors might also be attracted to your vision and values.
• Defining performance standards: A clear business direction can help identify desired behaviors and performance results.
• Stability through change: Companies undergo frequent changes, from organizational restructuring to the departure of key leaders. Your vision statement can serve as a consistent reminder of your goals and keep your company resilient through changes.

How to establish a vision for your company

Consider following these steps to write your company vision statement.

1. Choose a team to create the vision

A company’s leadership team often decides on the vision statement. These team members typically have a clear idea of your organization’s current position and goals.

2. Review existing details about your company

Existing documents and guiding principles offer inspiration for your vision statement. Look for recurring themes, words and values supporting your company’s vision. Potential sources of information include:

• Company history
• Value statement
• Mission statement
• Website content
• Marketing collateral
• Company tagline

3. Invite employees to participate

The idea behind a vision statement is to unite and inspire your team, so you might involve them in the planning process. Meet with leadership and employees to gain different perspectives and opinions on the company’s future. Your employees can provide you with strong, original ideas. The statement may become more meaningful and inspirational when your team recognizes their contributions.

4. Conduct competitor research

You can find inspiration from other companies’ vision statements without copying them. By understanding what other organizations prioritize, you can define your business’ unique principles and beliefs. This exercise may also help you decide how to differentiate yourself from competitors. Search online to find vision statement examples from organizations in your industry, and hone in on different patterns and elements.

5. Review and refine company goals

Review your short- and long-term goals to understand the company’s direction. You might refine or add to your goals during this process. This information can help you develop a vision that aligns with your goals.

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

6. Determine how your company impacts your customers and the larger community

Consider your product’s benefits and how you might incorporate them into your vision statement. Also, consider your company’s current and potential impact on the community.

7. Brainstorm ideas

Brainstorm specific words and ideas to include in your vision statement and create a list based on your findings. You might also conduct research.

8. Start writing

Compile your words and ideas into statements that represent your company’s future. 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 how clients can rely on your company.

9. Fine-tune your statement

Refine and streamline your rough draft to create the final version. Identify any essential words and phrases you want to keep. You might write a few variations and ask employees how the statements resonate with them before making a final decision. The final draft should be short and simple.

Ultimately, your vision statement should be clear, direct and forward-thinking, making it easier for employees to follow and work toward. It should also be unique and reflect your company’s culture.

Company vision statement examples

Looking at company vision samples can provide inspiration. Some companies write in complete sentences, while others create statements starting with “to.” This implies “Our vision is…” at the beginning of the statement.

Here are more examples:

• Cleaning company: “To make non-toxic cleaning accessible for all families”
• Tutoring center: “To level the playing field so all students can achieve their dreams”
• Allergy-friendly bakery: “To spread peace, love and whimsy with celebratory desserts that everyone can enjoy”

FAQs about building a vision statement

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

Business leaders often use vision and mission statements interchangeably, but they offer different information. Your mission statement briefly describes your company’s purpose, goals and values. Meanwhile, your vision statement is future-focused and describes what you hope to become.

How long should a company vision statement be?

Vision statements are typically short and direct. An ideal length is roughly one to two sentences, typically totaling no more than 35 words.

Do all companies need vision statements?

A vision statement isn’t required, but it can help guide businesses in a unified direction. If your organization is relatively new, you can modify it as your company evolves.