10 Steps To Create An Impactful Business Vision Statement

By Indeed Editorial Team

Published 12 October 2022

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.

A vision statement is a written declaration that describes a company's goals and overall purpose. It can describe a strategic plan for success, reassure stakeholders and guide employees. Knowing how to write an impactful vision statement can attract and engage like-minded employees, improve motivation and help them maintain focus. In this article, we define what a business vision statement is, its purpose, its major components and ten steps to make it impactful.

What Is A Business Vision Statement?

A business vision statement outlines a company's current and future objectives. It reflects the proposed roadmap to growth, during which the company can focus on fulfilling its goal and objectives. Since a company's aspirations may change depending on its growth plans, managers can alter the vision statement to reflect these new goals.

What Is The Purpose Of A Vision Statement?

A vision statement is a document that clarifies the business's meaning, vision and long-term goals for all stakeholders. It can reassure the employees that the company has a concrete strategy for growing and expanding. It can also help employees give direction to their ambition and align their efforts to aid the company in reaching its goals. An ideal vision statement may also reflect the company's core values and business culture, its expected trajectory and the impact on its customers and community.

Difference Between Vision And Mission Statement

A vision and mission statement may sound the same, but they are not. A vision statement answers the question 'What can we become?' while a mission statement answers 'What do we do?'. A vision often highlights the purpose of a company and its operations over time, whereas a mission statement focuses on a business's current objectives and approach to achieving them.

Related: Values, Mission And Vision Statements: Definition And Aim

Characteristics Of A Vision Statement

A vision statement does not have a particular length but generally contains several components to make it clear. It is also essential to reference company documents and highlight strategic planning within the statement. Here are a few major characteristics that an effective vision statement may have:

Short length

Since companies use vision statements to inspire action, keeping them simple and concise is important. Highlight the most essential aspects of the company's culture and growth strategy. Avoid needlessly expanding on topics that you can summarise briefly.

Easy to read

There are many stakeholders reading the vision statement, such as investors, employees, suppliers, vendors, clients and customers. It is advisable to write a straightforward vision statement that is easy to read and understand. Using complex words and sentences can seem impressive, but it may not convey your intent.

Inspiring and emotive

Since companies use vision statements to motivate people, it requires powerful language and imagery. You can write it in a way that inspires and evokes emotions from those who read it. Doing this can help the statement resonate with the employees and encourage them to perform better for the company's growth.

Contains realistic aims

A realistic and believable vision statement is important. Try setting achievable goals that incorporate the company's accomplishments and objectives. You can be mindful of the company's ambition but consider your resources and be realistic.

10 Steps For How To Create An Impactful Business Statement

While writing a good vision statement can seem overwhelming, following these steps can help you successfully write an impactful one. Here are some steps you can follow while writing a vision statement that resonates with your audience:

1. Select a good team

It is essential to have a good team of like-minded individuals before you write a vision statement. Consider their approach and inputs to represent the different segments of the company. You can also ask stakeholders for their opinions and their goals. Creating a vision statement may seem simple, but it requires detailed consideration of different factors. A good team can provide insights into the company's potential achievements, which can give you a clear idea of the vision.

Related: 10 Powerful Tips For Successful Teamwork

2. Conduct a brainstorming process

Once you select a team, you can get everyone together and conduct a brainstorming process. It can include a discussion of various things, from the company's goals to the length of the statement. You can discuss and research the different points, including the company's mission, tone and endeavours. In the early stages of the idea, you may get constructive employee feedback and decide on impactful content for the statement.

3. Analyse the business

You can create a checklist to identify the company's scale and potential impact on the industry and community, its goal for the brand regarding customer interaction, its culture and how it plans to help employees grow. The answers to these questions can be helpful while writing a vision statement.

Related: Business Analyst Skills: Definition And Examples

4. Map business goals

After analysing the company, you can also map its current goals. Mapping out business goals can give you a clear idea of the direction in which your vision statement can go. Ensure that you also incorporate the organisation's current strategic objectives.

Related: Business Strategy Components And Examples

5. Review the mission statement

You can also review the company's current mission statement to see if it correlates with your vision statement. The vision and mission statement together can give a complete idea of the organisation's objectives. Analysing the mission statement may guide you in the right direction and help you write an impactful business statement.

6. Examine examples of other vision statements

Before writing your statement, you can study a few competitors' vision statements. It may help you get a clear idea of the tone of your statement, how you can write it and its overall structure. You can also compare different statements to ensure that yours differs from the competition.

7. Create the first draft

After researching, you can start writing the first draft of the company's vision statement. Ensure that it is relevant, covers all essential components and reflects the core values of the company. You can be creative with the draft, as you can trim the excess content gradually during the editing process. The point of this exercise is to get an initial statement that establishes the company's goals.

8. Create a longer version for senior management

While writing the vision statement, it may be difficult to compress the company's diverse goals into a few sentences. To elaborate on the details, you can create an extended version of the vision statement for people in leadership positions. Their insight can help you effectively summarise essential points in the final concise version.

Related: What Is Brand Positioning? (With Benefits And Tips)

9. Refine the draft

Balance your vision statement so that it is neither specific nor too generic. Making your statement too generic and vague may cause it to lose its meaning, while making it too specific can reduce its relevance to the reader. If required, you can edit your draft multiple times to eliminate words or phrases that sound generic. Keep refining it so that the finished product reflects the goals and values of the organisation.

10. Keep it short and optimistic

Ensure that you clearly communicate the essential aspects of your vision throughout the statement. Instead of long and complex sentences, it is advisable to keep them short and use specific and concise statements. You can avoid overcrowding ideas and goals by covering a single critical concept in every sentence.

Tips For Writing A Good Vision Statement

Vision statements can differ for every business, as they each have their own goals for the future. Apart from the above-detailed steps to create an impactful business vision statement, here are a few tips that can help you get started:

  • Write in the present tense.

  • Make the copy inspiring and passionate.

  • Ensure that the statement aligns entirely with the company's goals and values.

  • Create a strategy to communicate the vision statement to employees.

  • Use jargon-free and clear language.

  • Keep the copy free of statistics and figures.

  • Enforce the vision statement to achieve goals.

Related: How To Write A Purpose Statement: A Complete Guide

Where Can You Use Your Vision Statement?

After you create a vision statement that reflects the company's goals, you can incorporate it into multiple areas, such as:

  • Advertising: You can share the company's vision statement beyond internal stakeholders, such as within ad and marketing campaigns. If you can use it correctly, your vision statement can become a critical part of defining the company's brand identity.

  • Company documents: Another good place to insert your vision statement is in the company's official documents, such as business reports, employee manuals and onboarding documentation.

  • Company offices: Vision statements can be a motivator for employees. Consider putting yours in the company's common areas to remind everyone why their job is important and their efforts matter.

  • Performance reviews: You can devise key performance indicators, considering the goals outlined in the vision statement as a parameter. This can help evaluate the efficiency of employees during performance reviews.

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