Do you know WHY you are in business and where you are GOING?

If the answer is yes, but you don’t have Mission and Vision Statements to convey that to customers and your team – you are reading the right blog!

Having short, powerful Mission and Vision Statements for your business provide clarity around what you do right now and why, along with an inspiring vision for your future that will motivate and focus you and your team.

Never thought about it and have no clue where to start? No worries, this blog will help you understand the difference between the two statements and unpack how to craft them for your own business. 

So – what is a Mission Statement and how do you write one?

Essentially, a mission statement defines why you exist, what you do and who you do it for. It is a brief, clear summary that gives a snapshot of what you are all about.

This can be used on your website, in brochures or printed materials, as part of a networking pitch… anywhere you need to get across to potential clients the ‘point’ of your company.  

If you break it down, a simple way to start crafting yours looks like this…

Here at (Business name) we provide (ideal clients) with (your services) by (how you work) in order to (value added to client).

To use this exact template as an example:

Here at Copy Geniuses we provide Not For Profits with compelling website copy, blogging and email marketing by getting under the hood to truly understand your brand in order to help you attract the right investors and have more impact!

Once you are super clear on the basics, you can jazz it up a little to represent the personality of your business while still covering the same important details – here is our MS as an example!

At Hats Off Copywriting, we believe your business’ story should be told with authenticity and personality! Our goal is to get to know YOU, the person behind the brand, so we can create engaging content which gives you the ability to really connect with your customers.

Both versions give you a quick snapshot into understanding the brand and, hopefully, help you understand why each company exists! 

Our businesses exist to help our clients – so our mission statement shouldn’t be only about us, but also include the benefit to the customer and what makes what we do unique.

Want to take it a step further?

You can also blend both your vision and mission statements into a powerful ‘brand statement’.

Oxfam’s, for example, is:

Oxfam is a global movement of people working together to end the injustice of poverty. Our mission: To create lasting solutions to poverty, hunger and social injustice. Our Vision: “A world without poverty.”

In the first sentence they cover who they are and the big picture of what they are doing (working together to end the injustice of poverty), then they go into how they will achieve the ‘vision’ with the final sentence of “to create lasting solutions to poverty, hunger and social injustice.”

This is a fast, clear and impactful way of both getting across what your company does, and your bigger motivation for where you are going

Copy Tip: Try writing both versions to see which one feels right for your business – and if both do, see where the different versions fit best in your various marketing collateral. You can also show them to a few customers and close friends/biz mentors for feedback and try them out on your team to see which one resonates!

What is a Vision Statement and how do you create one for your biz?


Time to release the inhibitions and dream big!

The whole point of your Vision Statement is to inspire, motivate and drive you to grow and achieve more – so what is your ultimate goal for your business? 

It also helps you to make decisions and set priorities today by keeping you aligned with and focused on your ultimate purpose… not just the day-to-day. 

Examples of big, bold vision statements:

Save the Children: A world in which every child attains the right to survival, protection, development, and participation. 

Habitat for Humanity: A world where everyone has a decent place to live.

Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Pela Case: We want to create a waste-free future.

Tesla: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Apple (under Steve Jobs): To make a contribution to the world by making tools for the mind that advance humankind.

Hats Off Copywriting: To help good businesses change the world through words that work.

The template for this one is easier – even through dreaming bigger is harder!

At (business name) our goal is to (your ultimate business goal).

So… what do you want to achieve if nothing was impossible? 

  • Do you want to be in X countries or cover the globe?
  • Change lives with the value you add, the money you save them or service you offer?
  • Be known world-wide for what you do?
  • Be funding or contributing to charities or causes that will change the world – or maybe start your own through the business?
  • Do you want to grow to X size – or be the biggest in your industry?


The sky’s the limit so don’t be shy or censor what you really want to say because of practicality. This is a VISION – so dream!

Do you now have Mission and Vision Statements that clarify what you do and inspire you to be better and achieve more?

 Then our job here is done!

If you still aren’t sure and want some help, just book in for an ASBAS consult with Cindy to start some guided brainstorming to help you DIY, or contact us to have them crafted by our team!