Understand what a company’s mission and vision is with the example of 3 successful brands – WAU

An organization’s mission concerns the reason why it exists, or, in other words, its reason for being, while the vision is the manifestation of where it is going and what it intends to become in the long run.

A company’s mission and vision are the main elements of its organizational culture. Defining these concepts is essential to have a clear conception of yourself, your philosophy and even the way it should be structured and managed.

Therefore, today we’ll explain what these valuable concepts are, its relevance within companies, how to define them and some examples.

Keep reading!

What do a company’s mission and vision mean?

As human beings, it is not a bad idea to rethink who we are, what we want to achieve and whether we feel comfortable with our surroundings and the different aspects with which we interact daily.

However, companies cannot constantly redefine their essence, values ​​and objectives, since these change processes are generally aggressive and are not always well regarded by the market and its consumers.

That is why, companies need to be born with a clear mission and vision that allow them to maintain their identity over time and not be forced into eventual restructuring, which should always be the last option.

When we talk about a company’s mission, we basically refer to its reason for being. The purpose of this concept is to define why a company exists and what it offers to the world, country or society with the activities it develops.

The vision reflects what the company wants to become in the future or where you want to go. From this come your objectives (general and specific), tactics, processes and activities in general.

In addition, in the identification of a company, the mission and vision must be accompanied by other fundamental concepts such as values, codes and social responsibility approaches.

Why are mission and vision important in companies?

You already know that a company’s mission and vision are an essential part of its design and identity.

If we look closely, we will see that these concepts articulate the entire development and functioning of an organization.

This is because these elements, together, form the core of companies, since from them come strategies, actions, plans and much more.

In addition, defining and disseminating a company’s mission and vision allows it to project professionalism, organization and responsibility, which attracts suppliers, employees, potential strategic allies and, of course, customers.

For this reason, many companies are concerned with disclosing these elements through their website, social networks and even within their offices or physical headquarters.

It is also important to promote these concepts within the team to generate a sense of belonging and identification, which translates into motivated, happy and optimistic workers.

How to define a company’s mission and vision?

If you have ever undertaken in your life, you probably believe that defining a company’s mission and vision is very complex.

Because these two concepts are so important, it is common to want to define them perfectly, which can generate great pressure, causing doubts and even frustration.

However, determining a company’s mission and vision is much simpler than it seems, as long as we focus on the right points.

In the case of the mission, to define it just answer the following questions:

  • What does the company do ?;
  • What is your target audience?
  • How does it benefit or contribute to your environment?
  • How does it differ from the competition?

In the meantime, to define the vision, you will have to test your imagination, as this element is based on the future.

Basically, you should imagine your company in the future, specifically the goals you want to achieve and the positioning you hope to achieve.

On the other hand, to define a company’s mission and vision, it is necessary to link these concepts to values, strategic objectives and social responsibility.

All of these elements are part of a company’s corporate identity, which also influences the tone of the brand and even its marketing processes.

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3 famous examples of mission and vision in companies

Every company must have a unique mission and vision, which must be its differentials in the market.

However, it is worth knowing some good examples of these concepts before developing them. Although you should not copy other brands, it is possible to be inspired by your values ​​and philosophy.

If we look at the mission and vision of companies that have become striking in the entrepreneurship and commercial activity, we note that they are characterized by their motivating, precise and original elements.

In the following, we will show 3 successful examples of these concepts.

1. Google

Although it has many successful products today, in the beginning, Google was known only as a search engine.

In fact, its business mission is: “Organize the world’s information so that it is universally accessible and useful for everyone”.

And he did!

As for Google’s vision, it says little and much at the same time: “Provide access to the world’s information in one click”.

This technology giant has been true to his vision, as millions of people in different corners of the world use it daily to find everything from basic to the most complex information.

In Internet forums and informal conversations, it is often said “if it is not on Google, it does not exist”. And it is because, really, this search engine does not miss anything.

2. Coca-Cola

By observing Coca-Cola’s mission and vision, it is possible to see that its captivating, original and subtle tone of voice is rooted in its identity, which has been fundamental in the success of its already viral and historic promotional campaigns and strategies.

This company’s mission is: “Refresh the world. Inspire moments of optimism and happiness. Create value and make a difference ”.

As you can see, Coca-Cola has always been seen as much more than just a beverage company.

The brand has always been convinced that it could impact society, be part of the daily lives of millions of people and become a cultural expression, as, in fact, it did.

It is clear that the vision of this brand follows the same inspiring line, focused on social responsibility: “Being a global and responsible citizen, which contributes to a better world”.

Without a doubt, this is a great example of consistency. It would make no sense that, after defining a friendly and culturally relevant mission, Coca-Cola had developed a common gray vision, such as “being the largest beverage company in the world” or “being the world leader in soft drink sales”.

3. Apple

When talking about Apple, quality products and leadership in your industry immediately come to mind. Its hit computer, the Mac, is a favorite of millions of users, as well as its prestigious platforms and devices for iPhone and digital music.

All of this shows that the brand, like the previous examples, has been faithful to its mission, that is, the reason for its existence and the activities that it hoped to develop.

Textually, Apple’s mission is: “Design the best personal computers in the world, lead the digital music revolution and define the future of mobile media”.

On the other hand, the company’s vision is “to create excellent products and focus on innovation”, which has been the pillar that has allowed it to last over time as a leading brand in the technology sector.


What did you think of everything you learned about the mission and vision of companies? These are essential concepts, aren’t they?

As you can see, the definition of these elements in a clear and coherent way has a great influence on the success and positioning of a company.

While the ideal is to develop these concepts early and that their essence will last over time, when there is no other option, changing a company’s mission and vision is a necessary step.

Technological changes, unexpected events and several other situations cause some companies to mutate, evolve or focus on different aspects, so the concepts established at the beginning may be obsolete or not coherent.

Fortunately, you can always fix them!

Did you like this content? If you want to continue learning, it’s time to read our article on organizational culture, so that you understand the main types and how to define your company’s.