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How to Write a Vision and Mission Statement

How to Write a Vision and Mission Statement

How to Write a Vision and Mission Statement

A Vision Statement and a Mission Statement are key elements of any successful business. These statements help direct all of your business efforts, help employees stay aligned with company goals, and help your customers understand your story.  

As important as they are, and as easy as they sound to write, they can actually be quite the struggle! Writing your mission and vision statement can seem like a daunting task, but we will walk you through the process step by step.

First, you need to understand the differences between a Mission and Vision Statement. It may seem like the same thing at first take, but really a mission statement and a vision statement are two different things that work cohesively in your business.

What is a Vision Statement?

A Vision Statement is all about where you want your business to go. Have some fun and start thinking big about the future! Don’t think of the how or why now. Try to think ten years out.

Your Vision Statement will help guide you in business decisions big and small. When faced with a choice, you can refer back to your Vision Statement and decide which route aligns most with your vision for the business.

How to Write a Good Vision Statement

Before writing a Vision Statement, think about what your big goal is. What are you trying to provide, change, or accomplish in the long term? Write down that goal at the top of your brainstorming sheet.

Your Vision Statement can be as short or as long as you’d like, as long as you feel your goal is known. There is no “perfect” length–it’s up to you! We suggest writing something long enough to get your point across, but short enough that you can remember it and share it with investors, customers, and employees easily. This could mean one sentence, a short paragraph, or a few short paragraphs.

Use language that you are comfortable with in your Vision Statement. Avoid lengthy jargon that some may not understand. Stick to words and phrases that help you convey what your aspirations are for your business. Don’t be afraid to write something inspirational or motivational–you want the Vision Statement to inspire!

What is a Mission Statement?

A Mission Statement is slightly different than your Vision Statement. Where a Vision Statement talks about where you want to go, your Mission Statement talks about how you are going to get there. The Mission Statement shows what your business is doing to accomplish what you’ve outlined in your Vision Statement.

Where you dream big in your Vision Statement, your Mission Statement needs more practical and realistic ideas that will help you reach your Vision. Your Mission Statement should be focused on smaller accomplishments that will drive the business to the end goal.

How to Write a Good Mission Statement

Start writing your Mission Statement by referring back to your Vision Statement. If you want to change the world, you’ve got to have a plan! Brainstorm several smaller, realistic ways that your business could achieve that goal. Ask yourself, “How do I make my Vision Statement come true?”

Once you have a list of a few or several ways you can achieve your Vision, combine those ideas into statements. Review your statements and check each one with your Vision Statement, making sure that each one can in fact help you reach your goal.

Examples of Vision and Mission Statements


Company: Amazon
Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.


Company: TED
Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
Mission: Spread ideas.


Company: AirBnB
Vision: Tapping into the universal human yearning to belong — the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.
Mission: Belong anywhere.


Company: Toyota USA
Vision: To be the most successful and respected car company in America.
Mission: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.


Company: Ebay
Vision: Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.
Mission: To be the world’s favorite destination for discovering great value and unique selection.


Company: Southwest Airlines
Vision: To become the world’s most loved, most flown, and most profitable airline.
Mission: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.


Company: Whole Foods
Vision: Whole foods, Whole People, Whole Planet.
Mission: Whole Foods Market is a dynamic leader in the quality food business. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market.


Company: Ikea
Vision: To create a better everyday life for the many people.
Mission: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Constantly Review

Your Vision and Mission Statements are not static documents. You are allowed to change your Vision and Mission Statements as your business changes. Review these regularly and make slight changes as necessary.

When you come across new decisions to make for your business, you can refer back to your Vision and Mission Statements to check which choice to make. Vision and Mission Statements are incredibly helpful in making business decisions.

Your Vision and Mission Statements can even help with your company branding, website, and more! If you need help putting your Vision and Mission into your company branding, consult with CAST Design Team. A team of highly qualified designers can help you take your vision and expertly include it in your design!

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A Design Team that Listens

A Design Team that Listens

A Design Team that Listens

We’ve heard it all. Either you’re struggling to create your business’s logos, website, or social media on your own, or you’ve hired a few independent contractors who are flakey and not all that talented. You know you need help, but you just can’t afford to keep asking the wrong people.

Working with CAST Design Team will be different (in a good way).

Our team is made up of highly qualified individuals who excel in their fields. We coordinate together to solve any problem you may have in your business which eliminates the need for multiple contractors. Basically, you can get it all in one place!

CAST Design Team offers services that include Branding, Website, Social Media, Graphic Design, 3D / Product and more. If what you need isn’t on that list, don’t hesitate to ask us about it! Our goal is to help you find solutions, and we’re willing to take the time to figure it out.

We don’t believe in one-and-done deals; we want to be there with you through thick & thin. From the day you make your first design investment to the day you’re making millions, we will be there!

You Are Individual & Unique

You deserve to be treated like the unique business you are! Many companies have templates for design and marketing tools that get tweaked for new clients, but not CAST. Our talented team will work with you one-on-one to learn your vision and expertly implement it into design, marketing, and anything else you might need.

Your business problems deserve individual solutions. Instead of giving you memorized responses, our team will work tirelessly to find a solution that works for you. You can rest assured that we have got your back in business!

In a long-term working relationship with CAST, you will see benefits to your unique business almost immediately. Instead of using a separate graphic designer, social media marketer and copywriter, you will have a connected team that understands your individual needs. CAST Design Team will coordinate everything under one roof, ensuring that consistency is carried out through every project.


Have you ever emailed and called back and forth with a company you are working with trying to get one piece of information and for some reason no one can help you? It’s frustrating and we believe that you deserve better.

At CAST Design Team, we believe in having our clients work directly with our creative team. This practice helps us keep lines of communication open and speedy, instead of throwing in a middle-man who doesn’t really know what’s up.

If you have questions or concerns, or just want to talk about how your design work is coming along, you can rest assured that your creative professional is on the other end of that communication.

Our Process

Get ready to be seriously courted, because we won’t leave you alone until your project is golden! As you can see from the image above, we take our process very seriously. Steps are not skipped and we are willing to go back and forth with you until the finished product is exactly what you dreamed of.

Communicating with you is a crucial part of our process at every step. You will be consulted before we move on and you’ve got all the power to say, “I do not like that shade of red” Remember–this is your business and we want it to be perfect for you!

Contact Us Today

Make the first step to solving your business’s marketing problems today and contact CAST Design Team. Don’t waste time hesitating; let us get to work! We’re offering a Free Assessment of your needs–click here to sign up

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Small Business Resolution Checklist for 2018

When was the last time you made a New Year’s resolution? Not for yourself but for your business? At CAST design team, we can help you commit to your small business resolutions. We understand the hard work it takes to run a business. Transform your business in 2018 by making small business resolutions that will drive your business forward into the future. Follow our checklist and find out where your business can do better.

In 2018, #IResolveTo Transform My Business With These Small Business Resolutions

You might be asking, what’s the point in a small business resolution, anyway? As an entrepreneur, you already have a lot to handle. It’s impossible to think about how to take your business to the next level. By making a resolution, you’re making your business’ growth a priority. The new year is right around the corner, so why wait another day?

Need some help coming up with small business resolutions? We’ve put together a checklist of resolutions and how we can work together to achieve them.

I Resolve To Gain A Better Understanding Of My Brand

You have a good understanding of your brand, but how deep does that understanding go? A logo is only scratching the surface at best. When you have a thorough understanding of your brand, you can attract your ideal clients and employees.

  • Messaging Framework
  • Brand Promise

We are branding experts and help you deliver a consistent brand.

I Resolve To Improve My Website’s Design

Is your website not yielding the results you’re looking for? Are people bouncing off the page before they make a purchase? Remember, your website is like a first impression, and you want it to be a lasting impression. A website that isn’t engaging is certainly not going to generate website traffic and sales. This is a list of requirements your website should meet to leverage its full potential:

  • Achieves online objectives
  • Easy to navigate and understand
  • Is mobile responsive
  • Has a site map for SEO
  • Has relevant content published regularly

Guess what? There’s much more to this list where that came from. If you’ve answered no to any of the above items on the checklist, it’s time to make your website a top priority for 2018. We have the perfect solution: a team of website designers and developers with the expertise to optimize your website’s design for its purpose. What will you get out of it? A free consultation to identify where your website design can shine!

I Resolve To Go Mobile

In today’s digital world, businesses can’t afford to not go mobile. We’re not talking about having a responsive website design (although you should have that too; see our note above).

  • Develop a mobile app

There’s a common misconception that small businesses don’t need a mobile app. Not the case! More and more people are using their mobile devices as their primary source of internet. A mobile app enhances that experience. Plus, more and more people are using mobile apps. We are super proud to announce that we will be starting to offer mobile app development in 2018!

I Resolve To Improve My Digital Marketing

Digital marketing is such a large umbrella, so let us break it down for you.

  • Run paid ads on social media
  • Generate sharable content
  • Create a company Video

The cliche content is king will always ring true when it comes to digital marketing. Your digital marketing strategy is key to getting your business name in front of your target audience. Paid ads like Google AdWords and Facebook ads are a great way to grow your targeted audience and get your brand noticed even faster. Engage your current audience (and get them to talk about you on social) by writing high quality content they’ll want to share on their social media networks. You want to get people talking about you online, which is where everyone is!

I Resolve To Fix My Website’s SEO

Your website needs content so it can be indexed by search engines. But that doesn’t mean you can just write and post whatever you want. You should use specific keywords to improve your search engine ranking. Not only that, but the content itself has to be engaging. If you don’t write something exciting and fresh, what makes you think your audience will want to read it?

Improving your website’s SEO is easy when you do the following:

  • Website audit
  • Keyword research
  • Optimization

It sounds like a lot of work, but remember, this isn’t something you will be doing yourself! Just put your trust in the experts to guide you in the right direction.


No matter what your New Year’s small business resolutions are for the upcoming year, we’ll have a solution to match it. Our team has the expertise to optimize your online business to achieve your goals.

Reach out to us today to see where your brand can shine, and receive a free consult.