Writing a vision statement for your business might seem like a simple task. You understand your company’s values, the products and services it provides, even the business goals you want to achieve. However, articulating this information into one unique, concise statement can prove to be a daunting task. A good vision statement needs to accomplish two goals: inform the public about what your company stands for and to guide your company into the future. No need to fret–just like any other aspect of business, employing a strategic approach to the development of your vision statement will ensure that it serves its purpose.
Self-Assessment
Take a good look at your business. For what does your company stand? For what do you WANT it to stand? Make a list of your company’s values–both existing values and ideal. What are your company’s strengths? What services does it provide? If a customer has never heard of your company, your vision statement should give him a good idea of what you are. Finally, make a list of goals–not specific, numeric-based goals, but broader goals that will help steer the future of your company. Where do you see your business next year, in three years, in five years and beyond?
Research
Research is crucial to creating a solid vision statement. Make sure you know who you are, as well as who are your customers and your competition. Which qualities of your business keeps your customers coming back to you instead of going to your competition? What sets you apart from your competitors? Is it your product? Your service? Your knowledge? Your location? The key to a successful brand is differentiation, and there are many things that can set you apart from the rest and that will help you to create a vision statement that communicates these qualities to your consumers.
Write it
Now that you’ve done your research it’s time to craft your vision statement. Don’t fall into the trap of using generic words and phrases–use language that is unique to your company. Keep it simple–this is a vision statement, not a vision paragraph. Make sure it expresses who you are and how you will get there.
Live it
A vision statement is meant to be more than just a definition of your company. It combines the present with the future, providing a written vision for tomorrow that guides your business today. Living this vision, from the top down, will define and maintain the culture of your company. Your employees will see you living the vision, and they will follow. This creates a shared organizational culture and helps create an environment of teamwork that keeps your employees focused on attaining your company’s goals together.
Re-evaluate
No matter when your vision statement was written it is important to periodically re-evaluate it. View it as a living document, one that can change as your business environment changes. Does it still accurately reflect the culture of your company and does it still motivate your employees? Essentially, are you still living it and is it still steering you in the direction you want to go? If so, it’s a successful vision statement, and if it doesn’t it’s probably time to re-evaluate where you are as a company and where you are going.
In life, things don’t always work out the way we had hoped–plans don’t come to fruition or life gets in the way. A business is no different. A good vision statement should be your ballast and be able to bring you back to the path that leads to where you want to go. If the environment changes, so to can your vision statement because, ultimately, it’s your vision.