The difference between mission and vision – and why it matters for your brand

Okay, let's be honest. Every marketeer with a bit of experience runs into it: formulating your mission and vision. In fact, I'd argue it's one of the first things you'll come across. And to prove my obvious point: here's a far-too-oversimplified prompt that perfectly shows there is confusion. And confirms the function of this article.

There you went, all enthusiastic with post-its and sharpies and an inspiring workspace with fizzy Pellegrino water. But here it comes: what's your mission? What's your vision?

Pretty quickly, the inspiring workspace with tasty bubbles from the Pellegrino gives way to a somewhat uncertain vibe in the room. Because what's the difference actually? Why are there two variants? And what does it actually contribute to? Together, let's take a deep dive in the shortest possible way to solve this issue. Once and for all.

Okay, I'll be honest, I've had internal discussions about the relevance and differentiation of the two terms myself. And trust me, I've been in plenty of strategy workshops – with both starting brands (not yet a brand then, but fine) and big brands that joined us to put on their boots and start pioneering again.

When I hit the internet a moment ago, I asked the obvious question on Google: what's the difference between mission and vision? A jumble of articles came my way, which I closed with a grin and a small laugh under my breath. Because yes, after two seconds of searching, there it was.

Where one defines mission as what you stand for, and vision as what you're going for, another says it the complete opposite way. Anyway, let's keep it fun. This is the description we use internally here – and probably how we've compiled more than 100 brandbooks over the years:

• Mission: a mission is what you stand for. It's the reason you get out of bed in the morning. The end goal, something that's actually unobtainable in the very short term. You can see it as an 'I'm on a mission' feeling. Full of determination, conviction and a dose of 'you can't tire me out'.
• Vision: that's how you see the world/context in front of you. A conviction you have about how you see something. So this can change over time, per context or situation. Your vision (or your take on things) can vary based on experiences. So this is more dynamic than you think. The world changes (very fast), and in this era actually faster than you think. That's vision. It may not change fundamentally, but it does incrementally. And that agility is important!

And so I roped in our Creative Director Maikel Botterman via a voice note with beautiful WhatsApp quality — who was en route to Schiphol to celebrate his well-earned off-time — to check his take on the difference between mission and vision. Maikel facilitates our Boiler Room sessions where we uncover the brand identity and, together with his team, translate it into a Brand Story and Brandbook.

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

Alright, let's take 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's the translation of your convictions into a concrete action plan. In other words: if your mission is your drive and your vision is your direction, then strategy is the path you plot to get there.

It makes sure those two worlds – the why and the how – don't stay separate, 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, that doesn't have to be heavy or dusty. Think of a strategic and tactical framework that lets you position yourself like a surfer in Bali who sees the wave coming from miles away. Who knows what they want, sees what's coming, and moves smoothly towards the goal.

Is strategy a static step-by-step plan with: do this, do that? No. It's definitely not that.

"The plan isn't to follow the plan," smart strategists sometimes say. Think of Formula 1. During the race all kinds of things happen – incidents, surprises, rain showers. There was a clear plan, but you deviate from it because of events.

The mission is to win the race, the vision is to do that in a dominant way with an aggressive driving style, and the strategy is to do one tyre change on the 'hards' and not the 'softs'. Suddenly it starts pouring down, the tyre choice changes last-minute and you end up on 'wets' to keep winning the race. Anyway, 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 made over 100 brandbooks, the question arises: why is it actually important, this mission and vision?

Aha! And that's the key question: why?

1. Your mission and vision describe, among other things, what your brand stands for and goes for (aka an important part of your brand identity)
2. It supports the building of your image: essential for connecting your target audience with the brand and its convictions

What your convictions are as a brand is important. Not to be underestimated, actually. Staff decide whether your purpose resonates. And customers also consider whether they potentially want to see your brand back in their daily life and make it part of their day-to-day lifestyle choices.

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

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

And oh yes – famous last words. There's no right or wrong. After all, we're not in school anymore.

Because the proof really is in the pudding. And I could already hear you thinking: "Yeah great and all, but how does it work at your place?" Well, at our place the mission is just on the wall when you come in. No joke. That's how ON A DAILY BASIS lives it, it's wrapped into our manifesto and breathes through all our communication.

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

Enter The Boiler Room – our strategic workshop, right at our place on Leidseplein. There we'll work together on your brand identity. From formulating your mission and vision, to building a foundation you can keep building on.

🎯 Mission

‍With ON A DAILY BASIS™ we're on a mission. A very big and important mission.
We want to live in a world where brands inspire. That's why we create that world.
Brands have impact and responsibility. We want to contribute positively to this.
Since 2012 we go all the way as creative partner in crime. We help big brands resonate with the values and dreams of a new generation. As real pioneers within their industry. We're fans of the brands we work with. That's needed to make this mission happen.

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