Vision, values and corporate mission: what you need to know

By: boumgrafik On: February 21, 2019 In: Branding, Company name & speech Comments: 0

The vision, values and mission of a company are important components of its DNA, and should be reflected early in the life of the brand.


Indeed, for the company to have a solid foundation, one must be able to put in words its identity and its evolution. These statements will define its bases, guide its actions and be part of its branding.

What does the brand image of a company contain?

More specifically, it is important to define the corporate discourse in order to:

  • Establish a direction towards which the company will evolve;
  • Enable strategic decision-making;
  • Present the unique selling proposition;
  • Have good internal communication;
  • Motivate your employees towards a common goal;
  • Coordinate everyone’s efforts.

That said, these three notions are not simple to write! Let’s see what each of them is, and what you should think about in order to define them properly.

A clear and sustainable corporate mission

The organizational mission is a statement that presents the main reason why the business exists and describes the service offering. It should be clear, go straight to the point and be sustainable.

In order to create a relevant corporate mission, think about:

  • What sets you apart from your competitors
  • The characteristics of your target clientele
  • Problems encountered by your customers that you are trying to solve.

For example, Starbucks’ mission is “to inspire and nurture the human spirit, one person, one cup and one neighborhood at a time”.


A vision that gives meaning

The vision is to define where you see your brand in the future. It represents a guide for the actions to be undertaken in order to achieve the given objectives.

A corporate vision should be motivating. Moreover, although it must be optimistic, it must remain realistic. Are you able to gather your troops without a common vision or with your current vision?

To be optimal, it will be necessary to answer questions such as:

  • Where do you see your brand in a few years?
  • What are your goals or your long-term strategies?
  • Would you like to increase your resources and service offer?

For example, Google’s vision at one time could be translated as: “Providing access to information from around the world in one click. “

Values known to all

Organizational values are also important. They represent the principles on which the brand bases its actions. Apple, for example, holds the values of accessibility, education, environment, inclusion and diversity, privacy and supplier responsibility.

Values must be known to all employees, as they should all act on their behalf.

To find those of your brand, identify:

  • Your principles and your beliefs;
  • What is important to you in terms of ethics;
  • The behaviors and attitudes you want to see in your employees.

Finally, remember that you need to have clear corporate values, vision and mission to create a solid foundation. On the other hand, writing corporate speech can be difficult.

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