The difference between mission and vision — and why it matters to your brand

All right, let's be honest. Any marketer with a bit of experience comes across it: formulating your mission and vision. In fact, I could say that it is one of the first points you will encounter. And to proof my obvious point: here's a way too short of a curve that shows exactly that there is confusion. And confirmed the function of this article.

There you went, full of enthusiasm with post-its and sharpies and an inspiring workplace with sparkling Pellegrino water. But here it comes: what is your mission? What is your vision?

The inspiring workplace with tasty bubbles from the Pellegrino quickly makes way for a somewhat uncertain vibe in the room. Because what's the difference really? Why are there actually two variants? And what does it actually contribute to? Together, we will make a deep-dive in the shortest possible way to solve this problem. Once and for all.

Okay, I'll confess, I've also had internal discussions about the relevance and differentiation of the two concepts. And believe me, I've been to many strategy workshops — with both starting brands (not a brand yet, but okay ahead) and big brands joining us to take the plunge again and pioneer.

When I went online just now, I asked the obvious question on Google: what's the difference between mission and vision? A jumble of articles came to my head, which I ended with a chuckle and a small laugh under my breath. Because yes, after two seconds of searching, it was there.

Where one defines mission as the point you stand for, and vision as what you're going for, the other says it completely the other way around. Anyway, let's keep it fun. This is the description as we use it internally here — and may have created more than 100 brand books over the years:

• Mission: a mission is something you stand for. It's why you get out of bed in the morning. The end-goal, something that is actually unobtainable in the very short term. You can see it as an “I'm on a mission” content. Full of determination, conviction and a dose of “you won't get tired of me”.
• Vision: that's how you see the world/context. A conviction that you have about how you see something. This can therefore change over time, per context or situation. Your vision (or view of things) may vary due to experiences. So this is more dynamic than you think. The world is changing (very fast), and really faster than you think these days. That is vision. It may not change fundamentally, but it will change incrementally. And that agility is important!

And so I quickly hooked up Creative Director Maikel Botterman with a beautifully quality voice note from What's App — which was a route to Schiphol to celebrate his well-deserved offtime — to check his view of the difference between mission and vision. Maikel facilitates the Boiler Room sessions with us in which we find out the brand identity and, together with his team, translate it into a Brand Story and Brand Book.

“The mating dance between mission and vision? That's what we call strategy.”

Alright, let's make a small sidestep and focus on the function of strategy. Strategy is the bridge between what you believe (mission) and how you see the world (vision). It is the translation of your convictions into a concrete plan of action. In other words: if your mission is your drive and your vision is your direction, then strategy is the path you map out to get there.

It ensures that these two worlds — the why and the how — do not exist separately, but come together in choices, actions and positioning. So strategy isn't just a plan, it's a translation. From conviction to execution.

And no, it doesn't have to be heavy or dusty. Think of a strategic and tactical framework that allows you to position yourself as a surfer in Bali who sees the wave coming miles away. He knows what he wants, sees what's coming, and moves towards his goal with flexibility.

So is strategy a static roadmap with: do it, do that? No. It certainly isn't.

“The plan is not to follow the plan,” smart strategists sometimes say. Just think of Formula 1. During the race, all kinds of things happen — incidents, surprises, rainstorms. There was a clear plan, but events deviated from this.

The mission is to win the race, the vision is to do this in a dominant way with an aggressive driving style, and the strategy is to make one tire change on the 'hards' and not the 'softs'. Suddenly, it comes pouring down from the sky, the tire choice changes last-minute and you end up on 'wets' to keep winning the race. All right, you get the point. Strategy is fluid.

Why is this important?

‍Now that we understand the difference through beautiful metaphors and the claim to fame that we've already created 100 brand books, the question arises: why is it really important, such a mission and vision?

Aha! And that is the key question: why?

1. Your mission and vision include what your brand stands for and stands for (aka an important part of your brand identity)
2. It supports building your image: essential to connect your target group with the brand and its beliefs

What your beliefs are as a brand matters. Not to be underestimated actually. Staff decides whether your purpose resonates. And customers are also considering whether they want to potentially see your brand in their daily lives and make it part of their day-to-day lifestyle choices.

And yourself? You also need to want to get out of bed — daily, with a smile and an inexhaustible energy.

Because let's face it: life isn't about solving problems, but about creating impact. Am I right?

And yes — famous last words. There is no good or bad. After all, we are no longer in school.

After all, the proof is really in the pudding. And I already heard you thinking: “Yes, all nice, but what about you?” Well, with us, the mission is just on the wall when you come in. No joke. This is how it lives ON A DAILY BASIS, is wrapped in our manifesto and breathes through all our communication.

So: after reading, did you become curious about how your mission and vision were actually formulated? Or do you know deep down that it could all be just a little bit sharper? Say no more.

Enter The Boiler Room — our strategic workshop, just with us on Leidseplein. That's where we'll work on your brand identity together. From formulating your mission and vision, to building a foundation that you can move on.

🎯 Mission

‍With ON A DAILY BASIS™, we're on a mission. A very big and important mission.
After all, we want to live in a world where brands inspire. That's why we're creating that world.
Brands have an impact and responsibility. We want to contribute positively to this.
Since 2012, we have been going all the way as a creative partner in crime. We help big brands resonate with the values and dreams of a new generation. As true pioneers in their industry. We love the brands we work with. This is necessary to achieve this mission.

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