Brand Vision vs. Mission: Understanding the Difference (With 15 Real-World Examples)

In the world of branding, understanding the difference between your brand’s vision and mission is crucial for creating a cohesive and impactful brand strategy.

While both elements are essential and often work hand in hand, they serve distinct purposes in guiding your brand’s direction and actions.

In this article, we’ll explore the concepts of brand vision and brand mission, and share real-life examples to better illustrate them.

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Brand Vision: An Aspirational Destination

Definition

A brand vision is an aspirational statement that represents where the brand aims to be in the future, typically within the next 5-20 years. It’s a projected destination that encapsulates the brand’s long-term ambitions and desired impact on the world. A brand vision should be grounded in the brand’s purpose – the core reason for the organization’s existence beyond making a profit.

To develop a brand vision, consider the following questions:

1. Where should the brand be in 5-20 years?
2. What are the medium—to long-term ambitions for the brand?
3. What are the hoped-for evolutions and impact the brand should achieve?

Criteria for a good brand vision:

1. Aspirational and future-oriented: A brand vision should focus on the future, typically looking ahead 5-20 years. It should anticipate market trends, consumer needs, and the potential impact the brand can make in the long run.
2. Aligned with the brand’s purpose: The vision should be grounded in the brand’s purpose. It should reflect the brand’s reason for existence beyond making a profit and showcase how the brand aims to make a difference in the world.
3. Ambitious yet achievable: While a vision should be aspirational, it should also be realistic and achievable, by remaining grounded in the brand’s capabilities and resources.
4. Concise and memorable: A vision statement should be brief, typically one to two sentences, and easy to understand. It should be memorable and resonate with both internal and external stakeholders.
5. Differentiate the brand: A strong vision should set the brand apart from its competitors. It should highlight the unique value the brand brings to the market and the impact it seeks to make.
6. Inspire and motivate: The vision should inspire and motivate employees, partners, and customers to rally behind the brand’s future direction. It should evoke emotion and create a sense of purpose and belonging.

Brand Mission: The Concrete Plan To Achieve The Brand’s Vision

While a brand vision sets the destination, your brand mission serves as the strategic roadmap to get there.

Definition

A brand’s mission is the ‘master plan’ to achieve the brand’s vision. It describes how a brand aims to conduct daily operations and make decisions to serve its purpose and achieve its vision. It’s a more practical and actionable plan that guides your brand’s day-to-day operations and decision-making.

To develop your brand mission, consider the following questions:

1. What specific activities can your brand undertake over the next 5-20 years to achieve its vision?
2. What should your brand implement to get closer to its medium to long-term goals?
3. Are these activities aligned with your brand’s purpose?

Criteria for a good brand mission:

A well-crafted brand mission should guide the brand’s dayto-day actions and decisions towards achieving its vision. Here are the five key criteria for a good brand mission:

1. Alignment with vision and purpose: The mission should be closely tied to the brand’s vision and purpose, ensuring that all actions and initiatives are working towards the long-term objectives.
2. Precise and actionable: A good mission statement should outline specific actions and initiatives the brand will undertake to achieve its vision. It should be clear, concrete, and provide direction for the brand’s operations.
3. Focused on value creation: The mission should emphasize how the brand creates value for its customers, employees, and other stakeholders, highlighting the unique benefits and experiences it offers.

15 Examples of Brand Vision and Brand Mission Statement

To illustrate the concepts of brand vision and mission, we’ve curated a list of real-world examples from various industries.

As you explore these examples, you’ll notice that the strength and clarity of vision and mission statements vary among brands. By studying these examples, you can gain a deeper understanding of how brands align their vision and mission with their core purpose and communicate their strategic intent to stakeholders.

Use these insights to inform and inspire your own brand’s vision and mission development process, ensuring that your statements are precise, purposeful, and impactful.

1. Allbirds

Allbirds, Inc. is a footwear and apparel company that offers a range of products designed for comfort and sustainability. Their product line includes shoes, flats, and clothing items.

Allbirds’ vision:

Allbirds’ vision, although not explicitly stated, centers around achieving business sustainability. Their ongoing mantra, “To create better things in a better way,” encapsulates their commitment to producing eco-friendly products while minimizing environmental impact. Allbirds aims to reduce its carbon footprint by 50% by 2025 and nearly zero by 2030, demonstrating their dedication to becoming a leader in sustainable fashion.

Allbirds’ mission:
“At Allbirds, we are on a mission to prove that comfort, good design and sustainability don’t have to be mutually exclusive. We are dedicated to making the most sustainable footwear we can using premium natural materials, designed for the to and fro of everyday life. Our commitment to making better shoes in a better way is fueled by a belief that the shoe industry needs to focus less on flash and more on thoughtfulness. We’re a certified B Corporation, which means that we are held to the highest standards of social and environmental performance.”

2. BBC

The British Broadcasting Corporation (BBC) is a renowned public service broadcaster in the United Kingdom that produces and disseminates a wide array of multimedia content, including news, documentaries, entertainment, and educational programs across television, radio, and digital platforms.

BBC’s vision:

“To help shape the new era of rapid technological change for the good of all and make sure no one is left behind; to focus most clearly on the critical benefits we can offer the British public and the UK.”

BBC’s mission:

“There are three essential roles that make the BBC different and will
shape what we do. We will:

1. Pursue truth with no agenda by reporting fearlessly and fairly
2. Back the best British storytelling by investing in homegrown talent and creativity
3. Bring people together by connecting everyone to unmissable content”

3. Coursera

Coursera is a global e-learning platform that provides universal access to online educational programs and certifications from prestigious academic institutions and renowned corporations.

Coursera’s vision:

“We envision a world where anyone, anywhere has the power to transform their lives through learning.”

Coursera’s mission:

“We partner with the best institutions to bring the best learning to every corner of the world. So that anyone, anywhere has the power to transform their lives through learning.”

4. Ellen McArthur Foundation

The Ellen MacArthur Foundation, a UK-based nonprofit organization with global reach, is dedicated to promoting and expediting the adoption a circular economy.

Ellen McArthur Foundation’s vision:

“Our vision is an economic system that’s better for people and the environment.”

Ellen McArthur Foundation’s mission:

“Our mission is to accelerate the transition to a circular economy. We develop and promote the idea of a circular economy. We inspire and work with business, academia, policymakers, and institutions across the globe.”

5. Etsy

Etsy is an international e-commerce platform that connects individuals to create, trade, purchase, and curate one-of-a-kind products.

Etsy’s vision:

“To reimagine commerce in ways that build a more lasting and fulfilling world.”

Etsy’s mission:

“In a time of increasing automation, it’s our mission to keep human connection at the heart of commerce.”

6. La Vie Foods

La Vie is a company dedicated to producing vegan alternatives to bacon, ham and lardons.

La Vie Foods’ vision:

“To build the largest pork meat brand on earth (without hurting a fly)”.

La Vie Foods’ mission:

“To make people switch from animal to vegetable fat with a smile and some delicious finger licking fat. That’s why we’ve rustled up some veggie based meat alternatives that are better for your health, the planet and animals without compromising on taste.”

7. LinkedIn

LinkedIn is a global social media company for professionals that want to network and connect with individuals and businesses

LinkedIn’s vision:

“Create economic opportunity for every member of the global workforce.”

LinkedIn’s mission:

“The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.”

8. National Geographic Society

The National Geographic Society is non-profit that funds individuals around the world dedicated to use the power of science, exploration, education, and storytelling to illuminate and protect the wonder of our world.

National Geographic Society’s vision:

“By 2030, the National Geographic Society will be known globally for its bold and impactful Explorer-led programs that spark curiosity in hundreds of millions of people, inspiring them to learn about, care for, and protect our world.”

National Geographic Society’s mission:

“The National Geographic Society uses the power of science, exploration, education, and storytelling to illuminate and protect the wonder of our world.”

9. Mayo Clinic

Mayo Clinic is a prestigious nonprofit American academic medical center that integrates comprehensive healthcare, education, and research.

Mayo Clinic’s vision:

“Mayo Clinic will provide an unparalleled experience as the most trusted partner for health care.”

Mayo Clinic’s mission:

“To inspire hope, and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.”

10. Revolut

Revolut is a London-based international fintech company and digital bank that provides a range of financial services to both individual customers and businesses.

Revolut’s vision:

“To transform the way we spend and transfer money abroad” by “becoming the world’s first truly global bank, changing the way we do all things money.”

Revolut’s mission:

“Our global mission is for every person and business to do all things money — spending, saving, investing, borrowing, managing, and more — in just a few taps.”

11. Stella McCartney

Stella McCartney is a luxury fashion brand that creates high-end clothing, accessories, and footwear.

Stella McCartney’s vision:

“We want to push boundaries, open new opportunities and advance change in the fashion industry. The science is clear and so are we.”

Stella McCartney’s mission:

“We are on a conscious luxury mission to create fashion that does not compromise on desirability or sustainability and that holds us accountable to our targets. Our approach to sustainability is still a work in progress – we are not perfect, but we are making every action count.”

12. Toast Brewing

Toast Brewing is a company that creates beer using leftover bread.

Toast Brewing’s vision:

“Our vision is a beer with more taste and a world without waste.”

Toast Brewing’s mission:

“Our mission is to brew great beers and spread big ideas that can change the world. We want to lead a brewing movement to eliminate bread waste and fix the food system.”

13. Too Good To Go

Too Good To Go is a mobile app-based platform that links consumers with eateries and shops offering excess, unsold food items.

Too Good To Go’s vision:

“A planet with no food waste.”

Too Good To Go’s mission:

“Our mission is to inspire and empower everyone to take action against food waste together to achieve our vision of a planet with no food waste.”

14. Tony’s Chocolonely

Tony’s Chocolonely, a Netherlands-based confectionery business established in 2005, crafts and markets chocolates.

Tony’s Chocolonely’s vision

“Together we make 100% slave free the norm in chocolate. Not just our chocolate, but all chocolate worldwide.”

Tony’s Chocolonely’s mission

“To help us get there we have created a roadmap that outlines our long-term goals. Every year we take (small and large) steps that move us towards these goals. Our roadmap consists of three pillars of action:

1. Tony’s creates awareness
2. Tony’s leads by example
3. Tony’s inspires to act”

15. University of Cambridge

The University of Cambridge, located in Cambridge, England, is a public and prestigious research university composed of various colleges.

University of Cambridge’s vision:

“Our vision is to enhance our reputation as a world-class teaching and research institution which is recognised for its innovation, excellence and discovery, and attracts the best students and staff worldwide.”

University of Cambridge’s mission:

“The mission of the University of Cambridge is to contribute to society through the pursuit of education, learning and research at the highest international levels of excellence.”