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Vision & Mission ARE different!

by Danielle Myers | Apr 22, 2021

After working with many companies over the years, we have come to find that vision and mission statements often get confused. If you come away with anything from this – let it be that vision and mission statements are not the same thing.

From the beginning, if a business neglects to have a vision or mission statement – it will be 1) purposeless and 2) without direction. And honestly in a downward spiral. Without a true vision/mission owners and employees will get distracted from the overall goal and become lost in the “shiny stuff” that comes along. A.k.a., opportunities that arise that aren’t entirely a part of the vision or mission of your company. By choosing to take these opportunities, the success train goes off course and could potentially unhinge the whole business.

First things first, it’s important to know that vision and mission statements go hand-in-hand. One doesn’t go without the other. If you have a vision for your business, then you need an action or mission statement that declares how you are going to achieve said vision. And the same for mission statements, when you have a mission, there is a necessity for a vision – a goal – an inspiring description of where you are wanting to be and when. 

Let’s dive deep into vision and mission statements and bring it full circle into how they play a major part in the success of a business’ marketing strategy.

Vision Statement

As stated earlier your vision statement is: an inspiring description of where you’re wanting to be and by when. This statement about your business is your purpose, your ultimate why. Vision includes the details about how your future will look. It’s about what effects can be expected when you achieve the growth or change your planning through the development of your mission.

Your vision should compel or repel individuals to your organization. 

vision vs mission


Here are a few examples to draw inspiration from:

Southwest Airlines: Be the world’s most loved, most efficient, and most profitable airline.

Hilton Hotels: Fill the earth with the light and warmth of hospitality.

State Farm Insurance: Be the customer’s first and best choice in the products and services we provide.

Mission Statement

Your mission statement is a powerful description of your business or organizations objective. Think of a mission statement as the strategy you implement to reach your vision. Your mission or missions is how you are going to make your vision a reality. A business owner has to be all about the discipline and dedication that is required to reach the vision.

Your mission should compel or repel individuals to your organization. 


Here are a few examples of mission statements to get you inspired.

Southwest Airlines: Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

Hilton Hotels: 

Be the first choice of guests, team members, and owners alike and see below our values.

Hospitality:        We’re passionate about delivering exceptional guest experiences.

Integrity:             We do the right thing, all the time.

Leadership:        We’re leaders in our industry and in our communities.

Teamwork:         We’re team players in everything we do.

Ownership:         We’re the owners of our actions and decisions.

Now:                    We operate with a sense of urgency and discipline.

State Farm Insurance: Help people manage the risks of everyday life, recover from the unexpected, and realize their dreams.

So what does a company’s vision and mission statement have to do with their marketing strategy? 

Vision and mission statements provide direction.

It makes no sense to start marketing a product or service if you do not have a purpose or a means to pursue your purpose. At Myers we get to know our ePartners and build a relationship so we can truly strive to accomplish the goals set forth from a company’s vision and mission statement. All creative, content, web development, print media, etc. is designed to revolve around a company’s ultimate vision and mission.


Vision and mission statements keep us from going off course.

New ideas and trends come from all angles at all times. Social platforms change at a moment’s notice – we need to be able to adapt. While we desire to, “stay up with the times”, not every change is good for a company. Keeping vision and mission statements in the forefront of our minds, we can better assess the need for appropriate counter action. For example: Does every company need a billboard? TikTok? Email list? Print media? No!! Staying true to each partner’s vision and mission statement keeps us from detouring and staying on the best and most successful course of action.

Vision and mission statements allow us to analyze the need for change.

Data and analysis play a huge part in seeing the results from our marketing efforts. When we run reports on the outcome of a project we can see some incredibly helpful information. With these insights we can evaluate if a project was truly on course with the vision and mission of the partner – or if we need to steer the ship the other way.


All in all vision and mission statements are essential when it comes to owning and running a successful business. They are equally as essential when you desire to start a relationship with a marketing agency – like us!

Whether you are just starting, re-branding, or looking to try something new – evaluating your vision and mission statements and making sure you are doing what you said out to do is necessary for the sanity and longevity of your business.

For a great business and learning tool we want to direct you towards Traction. A book that has truly shaped who we are as Myers Marketing Management. For more marketing tips, tricks, and resources check out our other blogs.