When you are in the midst of all of the work that needs to be done during the day, finding the time to focus on your company’s “brand” can seem impossible – or, at the very least, unimportant. However, this is a critical step that should not be overlooked. Not only can it have a big impact on your workplace morale and employee efficiency, but it can also determine how successful your company will be in the future. 

One of the most important pieces of your brand identity is something called a “vision statement.” At its highest level, a vision statement should state what your company stands for and what impact you hope to have on the world. 

In this article, we will go over some of the key criteria of a vision statement. 

Short, sweet, and memorable 

It can be tempting to try and fit all of your company’s objectives and qualities into this single statement. But that would only render it useless. A vision statement needs to be something that all of your employees can rally behind; something that they can easily call to mind throughout the day. And no one will be able to do this if it is too long or convoluted to remember. Do not confuse a vision statement with a mission statement. Ideally, it should just be a few words long – and pithy. You can almost think of it as your company’s catchphrase or tagline. 

Serve to unite your team 

Beyond being something that is memorable, your vision statement should also serve to motivate your employees. Essentially, it should reiterate to them why they come into work every day. When you create a statement that unites your employees, you will improve your workplace morale, breakdown barriers between team members or departments, and invigorate your office culture. 

Set the course for the future 

But a vision statement does not just help strengthen your office today. If done well, a vision statement should also set a strong course for the future. It reiterates to employees what each of them are working toward, both individually and as a united front. In this way, a vision statement can help you make strategic decisions for the future of your company. When thinking about budget allocations or messaging tactics, you should always return to this statement. Before making a decision, ask yourself whether it helps achieve the company’s vision. 

Craft your vision statement today

At this point, you should understand just how important it is to have a vision statement. By keeping in mind the points listed above, you can create something that will have innumerable short and long-term benefits. 


Photo by Ian Schneider on Unsplash