Vision
A vision statement describes the future your brand is working toward. The change you want to see in the world if your mission succeeds.
Why it matters
Vision inspires. It gives people something to believe in, and helps teams, customers, and stakeholders see the long game. It’s not what you do, it’s what you’re building.
Analogy:
If your mission is the map and your purpose is the North Star, your vision is the distant horizon. You may never reach it fully, but it shapes every step.
See also
Brand purpose • Mission • Brand strategy
