Vision, mission, and values form the brand DNA, influencing how a company goes to market. They evolve with the business, ensuring relevance and credibility.
Vision should precede the mission statement, representing the long-term goals a business aspires to achieve. It is the ultimate dream state, guiding the organization's journey.
Vision statements are aspirational, using compelling language to describe the future state a company is actively working toward, impacting brand positioning and voice.
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