A vision statement is a short aspirational description of the company’s ultimate goal. It communicates the purpose of the organization.
A strong vision statement helps you communicate your values, build trust and credibility.
It helps people inside and outside the business understand what your business does and why it is important. It builds the company’s culture, motivates employees, and guides day-to-day decision-making.
A vision statement (your aspirations) often follows a mission statement (today’s goals). But, as marketing and business evolve, brands combine vision and mission statements in one.
The vision statement doesn’t have to be perfect right away. It’s something you work on throughout building your brand.