A compelling vision statement serves as a beacon, guiding a brand's actions, shaping its culture, and inspiring both internal teams and external audiences. Crafting a vision statement that resonates deeply requires clarity, authenticity, and a touch of visionary foresight. Below showcases 25 of the very best vision statements, uncovering what makes them stand out and examining their impact on their respective brands.
Life is Good: "To spread the power of optimism."
What’s great about this vision statement from Life is Good, an apparel and accessories company? It has nothing to do with apparel and accessories, yet it is grounded in who the company is. It also elevates and inspires, allowing us to understand what the company aspires to do at its highest level. In addition, it’s authentic to the company—they create shirts with optimistic sayings on them, and they also use the vision to guide them in other actions. For example, Life is Good donates 10 percent of their profits to help kids in need, which is another way they are spreading the power of optimism and making their vision not just a vision—but a reality. Learn more about their vision.
Nike: "Bring inspiration and innovation to every athlete* in the world."
*If you have a body, you’re an athlete.
People think of Nike, and they think “Just do it.” But that’s not Nike’s vision, that’s its consumer-facing tagline. But if you look at Nike’s vision, you can see where the tagline comes from. By bringing “inspiration and innovation to every athlete in the world,” Nike encourages people everywhere to “just do it.” So not only is Nike’s vision statement aspirational, you can see how it’s delivered at the consumer level. It’s truly guiding everything Nike does—exactly what a vision should do. Learn more about their vision.
American Express: "Provide the world’s best customer experience every day."
American Express’ vision statement could have said something about having the best credit cards in the world. But is creating the best credit card ultimately a reason to get up in the morning? So instead, their vision statement goes beyond their products to speak to what they ultimately achieve to deliver—the best in customer experience—not just once, but every day. It’s a lofty goal, and maybe sometimes they fail with a few customers on some days, but the point of a vision statement is to guide a company to excellence, and this statement, based on the success of American Express, definitely achieves that goal. Learn more about their vision.
IKEA: "To create a better everyday life for many people."
This vision statement sounds simple, but this is an example of the kind of simple on the other side of complicated—the kind of simple that is powerful and directional. To create a better everyday life for many people (IKEA is in over 62 countries) is an admirable purpose and one that guides its business strategy, allowing the retailer to deliver on its vision through its affordable, functional, and stylish furniture. Learn more about their vision.
Google: "To organize the world’s information and make it universally accessible and useful."
This vision statement’s simplicity combines with its specificity to create a clear and relevant message that inspires and directs. Perfect for guiding internal decision making, you can picture Google employees asking if what they are doing is both accessible and useful. It’s clear that Google’s business efforts and its resulting successes have been guided by this vision for many years. Learn more about their vision.
Starbucks: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."
Starbucks' vision is inclusive, emphasizing human connection and community-building. It encapsulates the brand's commitment to both individuals and the broader society. Learn more about their vision.
Tesla: "To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles."
This vision is bold and forward-thinking, addressing a global need for sustainable transportation while positioning the brand as a leader in innovation and environmental responsibility. Learn more about their vision.
Netflix: "To become the best global entertainment distribution service, licensing entertainment content around the world."
Netflix's vision is ambitious yet focused, highlighting its commitment to providing quality entertainment on a global scale, driving its expansion and influence in the entertainment industry. Learn more about their vision.
Patagonia: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
This vision is rooted in environmental stewardship and social responsibility, aligning with the values of its environmentally conscious audience and driving its sustainable business practices. Learn more about their vision.
Amazon: "To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online."
Amazon's vision prioritizes customer satisfaction and convenience, driving its relentless focus on innovation and customer service, shaping the e-commerce landscape across the globe. Learn more about their vision.
Airbnb: "To create a world where anyone can belong anywhere."
Their vision is inclusive and aspirational, fostering a sense of belonging and cultural exchange, driving its fresh and disruptive approach to hospitality and travel. Learn more about their vision.
Warby Parker: "To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses."
Warby Parker's vision combines affordability with social impact, appealing to conscientious consumers and driving its mission-driven approach to business. Learn more about their vision.
SpaceX: "To enable humans to become a spacefaring civilization and a multi-planet species."
Their vision positions the brand at the fore front of innovation. It’s futuristic, igniting imaginations and driving its pursuit of space exploration and colonization. Learn more about their vision.
Chipotle: "To cultivate a better world by serving responsibly sourced, classically-cooked, real food with wholesome ingredients without artificial colors, flavors or preservatives."
Chipotle's vision emphasizes food integrity and sustainability, resonating with health-conscious consumers and driving its commitment to ethical sourcing and transparency. Learn more about their vision.
Coca-Cola: "To craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet."
Coca-Cola's vision evokes emotions and connections, positioning the brand as a source of joy and positivity, driving its cultural relevance and global impact. Learn more about their vision.
Zappos: "To provide the best customer service possible."
Zappos' vision is simple yet impactful, placing the customer experience at the forefront of its business strategy, driving its reputation for exceptional service and customer loyalty. Learn more about their vision.
REI: "To awaken a lifelong love of the outdoors, for all."
Their vision is inclusive and inspirational, promoting outdoor exploration and accessibility, driving its mission to connect people with nature and outdoor activities. Learn more about their vision.
Whole Foods Market: "To nourish people and the planet."
Whole Foods Market's vision is holistic, emphasizing health and sustainability, driving its commitment to organic and responsibly sourced products, and shaping the organic food movement. Learn more about their vision.
Uber: "We ignite opportunity by setting the world in motion."
Their vision is transformative, aiming to revolutionize transportation and accessibility globally, driving its disruptive approach to urban mobility and transportation services. Learn more about their vision.
Salesforce: "Providing organizations with the power to know."
Salesforce's vision is customer-centric, emphasizing its commitment to empowering clients, driving its innovative cloud-based solutions and customer relationship management services. Learn more about their vision.
Lululemon: "To elevate the world from mediocrity to greatness."
Lululemon's vision is aspirational and motivational, inspiring individuals to strive for excellence in both physical and personal pursuits, driving its brand ethos of empowerment and self-improvement. Learn more about their vision.
Red Bull: "To inspire and empower people to push their limits – in sports, culture, and business."
This vision is dynamic and adrenaline-fueled, aligning with its brand identity as a promoter of extreme sports and daring feats, driving its cultural relevance and youth appeal. Learn more about their vision.
Under Armour: "To make all athletes better through passion, design, and the relentless pursuit of innovation."
Under Armour's vision is driven by performance and innovation, resonating with athletes and fitness enthusiasts, driving its commitment to cutting-edge sportswear and athletic gear. Learn more about their vision.
LinkedIn: "To create economic opportunity for every member of the global workforce."
LinkedIn's vision is inclusive and empowering, driving its mission to connect professionals with opportunities, shaping the future of work and career development globally. Learn more about their vision.
Chick-fil-A: "To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-A."
Chick-fil-A's vision is deeply rooted in values and community impact, driving its commitment to service and hospitality, shaping its brand identity as more than just a fast-food chain. Learn more about their vision.
These 25 exceptional vision statements exemplify the power of purpose-driven branding, guiding brands towards success by articulating their aspirations, values, and impact on the world. From sustainability to innovation, from inclusivity to customer-centricity, each vision statement effects the essence of its respective brand.
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