Mission statement vs vision statement vs values

Mission statements often get confused with other aspects of a brand’s identity, so let’s separate them out:

• Mission statement: This is what you do, why you do it, how you do it, and what value you bring.
• Vision statement: Your vision statement is what you hope to be by doing your mission.
• Goals: Your goals are tangible outcomes that will fulfill your mission.
• Core values: Your core values unite your team to fuel all of the above. Because your business achieves your goals through the lens of your core values, you fulfill your mission which fuels your vision.

See how it all connects? Here’s an example of a mission, vision, and core values: