I'm sure you had a vision statement when you created your business, but how clear was it? I don't mean spreadsheets and lengthy documents detailing the next five to ten years.

I mean that snappy statement you can rattle off when someone asks about your business. It's not your mission statement, elevator pitch or positioning statement (which is often confused with your unique selling proposition). It actually comes way before those and is a statement that the entire business and your customers can easily understand. It's the statement that defines what your business will look like in the future. 

Having a vision statement is a great starting point in clearly defining your long term goal and contains a few key points:

  • it's forward-thinking
  • engaging and compelling
  • speaks to your core values
  • outlines the benefits to your customers
  • gives an idea of where the business is heading

Here's a great example of what I'm talking about:

To make people happy.

To organize the world's information and make it universally accessible and useful.

These vision statements have taken years to hone down to these succinct versions. I would even go so far as to say the Disney vision statement has simplified its vision statement to where it's either ambiguous or laser clear. I don't know what direction the Disney empire is headed, so it would be a bit cheeky for me to judge.

Entrepreneurs often scoff at the idea of creating vision, mission, and positioning statements, but they are crucial. Let me show you another way of thinking about them. 

Each of these statements addresses separate messages for your business:

Vision Statement - What you are going to do
Mission Statement - How you are going to do it
Positioning Statement - Why your solution is needed

If you are doing any digital marketing, you will need to have these handy, as they will drive your efforts. You could even use them to develop your core topic clusters, which I will cover in next week's topic.

Of course, if this seems a little tedious for your liking, I've got a shortcut for you!

I created a powerful step-by-step program called the Digital Impact Masterclassand this program, I will show you:

  • how to to develop all your business statements
  • how to develop a business narrative that is compelling and unique
  • how to create goals for your digital marketing that align with your business objectives
  • how to develop a digital strategy that goes beyond simply posting to social media
  • and finally, a method to make sure you are meeting your business goals

We are talking about a jam-packed masterclass explicitly built to give you everything your business needs to build, promote, and confidently grow your business.

If you want help building a powerful business with a strong future, let's hop on a call to see if your business is a good fit. 

Antonia Grimard

About the author

Hi, I'm Antonia, and I know that through a compelling business strategy and effective messaging, you can inspire people to take action to buy your product or invest in your idea. So getting it right is crucial. My job is to powerfully communicate who you are to your customers, employees and equity partners through a clear business vision. Whether your business vision includes traditional or digital marketing, I will ensure your message is compelling and clear.