How to Develop your Brand’s Mission, Vision, and Values

May 14, 2021 – Kelsia Melendez

Chances are, you created your startup for a specific purpose with a specific set of values in mind. Perhaps you have even imagined where your business could be 20, 30, or even 50 years from now. You know what your goals, dreams, and ideals for your business are. If you want to find a way to share those with your customers, this article is a must-read for you!
Inspire loyalty in your customers and workforce by establishing a mission, vision and values for your business using the following tips.
A mission statement is a great way to set expectations for your customers on what the purpose of your company is. Otherwise, you may end up with customers (and employees for that matter) that have no idea what your company is about. When creating a mission statement, consider the following questions:
  • What is our company’s purpose?
  • Who are our products/services for?
  • How do we accomplish our goal?
Make it clear what your ultimate goal is so it is clear why your company exists. Give your employees and customers a clear reason to be dedicated to your company.

Let's see an example

Tesla’s mission statement is “To accelerate the world’s transition to sustainable energy.”
This statement inspires loyalty in anyone who shares an interest in expanding options to protect the environment. Tesla’s purpose is clear and leaves no room for confusion.

Tips From a Human Resources Coordinator

Encourage your staff to work hard and stay motivated by working towards a clear goal. Work towards a mission that shows what your business stands for and why your company is worth supporting. What makes your company stand out against other employers?
While vision statements are goal-oriented like mission statements, the focus for a company’s vision should be on the future. Inspire your staff to work towards the ultimate goal of your business. When drafting a vision statement, consider the following questions:
  • Where does your company aspire to be in the long-term?
  • What impact will your company have on the future?
Think further ahead than your company’s mission and describe your business’s dream. What impact could your company have on the world 50 or 100 years from now?

Here is an example

TED’s vision is “ We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”
This grand statement reflects the ambition and hope of TED to impact the world on a fundamental level. For those who are inspired by the power of education, this is a worthwhile vision to support.

Tips From a Human Resources Coordinator

When creating your company’s vision statement, be sure to be concise. While a short phrase or two may not cover all of your future goals for your business, it is important to create an easily memorable vision for your workforce to stand by. Identify what your primary goal for the largest impact is and use it to guide your company towards success.
Your business’s values will serve as a guide to decision-making throughout your company’s life. When establishing your company’s values, think about how to create principles that embody integrity and competitiveness. Your business’s values should reflect your company culture and inspire like-minded candidates to join your mission and vision.


Starbucks defines its company values as:
  • Creating a culture of warmth and belonging, where everyone is welcome.
  • Delivering our very best in all we do, holding ourselves accountable for results.
  • Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
  • Being present, connecting with transparency, dignity and respect.
For someone who sees  inclusion as an important factor to look at when looking for a place to work, values are important to have labeled out in a place where everyone can see them. Creating a defined set of values for your company culture can help attract and maintain the workforce you need to make your mission and vision a reality.

Tips From a Human Resources Coordinator

In order to identify your company values, it is important to understand your audience. Consider conducting a research study to determine what is important to your workforce and company leaders. Keep your values list concise with no more than 15 values that reflect the emotional values in your workplace.
You have the  goals, dreams, and ideals for your business. Share those with the world through your company website, employee handbook and more!
If you are interested in learning more about ways to improve your business, check out our other articles on our blog. If you would like to read more about how a well defined mission statement can improve your business, check out the article 10 Things Every Entrepreneur Should Know About HR.

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