These Powerful Vision Statement Examples For Business Empower Teams

Vision Statement Examples For Business

Table of Contents

These vision statement examples for business showcase a powerful tool for sparking creativity, spurring innovation, and empowering teams to keep on the same page. As you read them over and consider how to either better your own vision or create one from scratch, begin by setting the foundation for what you want to achieve in the long-term future of your operations, giving both company personnel and external stakeholders clarity about its mission and goals. 

Vision is an integral part of building and maintaining a successful brand. Vision helps to maintain focus on the future objectives of a company and can have an inspirational effect on employees, customers, and stakeholders alike. Vision statements are different from mission statements, which are statements of purpose or commitment made in response to the vision. 

Finding a brand’s vision statement can increase one’s understanding of the direction they plan to go in. However, it is important to note that not all brands post their vision statement; typically only the mission statement will be shared publicly – often combining it with their vision for clarity. Knowing the difference between these two parts of internal branding is critical for understanding the motivating forces behind any given business.

However memorable or reflective your vision is, it needs to resonate to all audiences that come across it. To help illustrate this point further, learn what a vision statement is, what it includes, who’s affected by it and why they matter.

Afterwards, take a look at some powerful examples from businesses around the world who have successfully crafted their success stories with visionary statements!

A Vision Statement Is?

A vision statement is a future-facing documented declaration that reveals the company’s long-term goals, aspirations, and direction for the team.

This statement shouldn’t be a lengthy document, but a paragraph that summarizes these three parts:

What are the 3 parts of a vision statement?

1. Aspirational, Ambitious, And Audacious

As you read through these vision statement examples for business, they should reflect that the vision for a brand is clear to yourself and others when reading it. It should have genuine ambitions supported by leadership.

When creating one, the brand vision should answer the question, “Where does my brand aspire to go? What does it aspire to be (or have)?”

It’s crucial that you have a crystal clear understanding of where your brand is headed and what that future looks like. Your brand vision is a projection of what your future brand looks like and or the market space in which it operates. Provided that your brand is contributing to that vision when projecting your brand into the future, you want to be as ambitious as possible. The intent of your brand vision is to inspire and instill belief within the brand as to where it’s headed.

If you record a short-term vision based on a goal that you fully expect to achieve, then the vision isn’t ambitious enough. Just like an audacious personal goal, your brand vision should be big, bold, and scary in the sense that it’s not easy to achieve, but if you do achieve it, you’ll have many more responsibilities in managing a successful brand. See if you find these aspirational, ambitious, and audacious goals, inside these vision statement examples for business. 

2. Make It Achievable

These vision statement examples for business should also have a 5-10 year timeline where it doesn’t seem not too far into the future, nor feel like a dream where you don’t have time to achieve it or you don’t believe that it’s achievable. 

Your brand vision can be a highly motivating challenge especially if an empowered team adopts the vision and refers to it often, whether it’s in boardroom meetings or in monthly or quarterly targets. The right vision influences decision making and inspires action.

As you review these vision statement examples for business, they should not be an under or over ambitious statement that gets drawn up and then filed into a drawer that’s never to be seen again. Your vision is the documented ambition that you have for your brand and it puts into words what you believe you’re building from the get-go. It sets the tone for what you can achieve with your brand.

3. Cast A Vision To Inspire Action

A promising avenue of growth for any company is to cast a vision that inspires action. By creating a comprehensive vision—one that is at once ambitious, achievable, and inspiring—you can create the motivation necessary to take your organization’s goals to the next level. Your vision should be persuasive enough for employees to commit their energies and efforts toward it, so don’t be afraid to show how it will propel your brand forward beyond its present limits.

A “North Star” Vision

The North Star

Think of your vision like a North Star, guiding and empowering your team towards its goal. It’s always present, providing direction that inspires. You should be able to see these stars in these brand vision statement examples for business. Look at each one to see if they are clear, visible, and attainable as big, hairy, audacious goals.

BHAG is a concept developed in the book Built to Last. A BHAG (pronounced “Bee Hag,” short for “Big Hairy Audacious Goal”) is a powerful way to stimulate progress. A BHAG is clear and compelling, needing little explanation; people get it right away. 

Think of the NASA moon mission of the 1960s. The best BHAGs require both building for the long term AND exuding a relentless sense of urgency: What do we need to do today, with monomaniacal focus, and tomorrow, and the next day, to defy the probabilities and ultimately achieve our BHAG?Jim Collins

The North Star vision is future-focused, not meant to be dependent on today’s committed mission, but to be an alluring and captivating beacon that transcends time, space, and limitations around your long-term goals. Eternally present, it’s a guide lighting the path to your brand’s greatness, igniting passions and sparking clarity even in the darkest of times. When you and your team embrace the pull toward this shining star, your brand will steer straight in the right direction. 

What Are Goals, Who Are They For, And Why Have Them?

Goals are ideas of the future or desired results that a group of people envision, plan and commit to achieve. People endeavor to reach goals within a finite time by setting deadlines (source – Wikipedia).

Goals are for your stakeholders, investors, employees, and any affiliate, contractor, or influencing partner that is involved with your company. 

Vision statements for a business should reflect the core values, philosophy and overall culture of the company. Knowing why certain things are done in certain ways helps ensure that each employee is heading in the same direction, contributing to an environment that motivates employees and drives success. 

It is important for everyone, both inside and outside the company, to be aware of why certain decisions or processes have been chosen in order to create a cohesive team that works together to achieve a common goal and bring success to the company.

They Unite Everyone Involved

These vision statement examples for business should show an inspiring concept that unifies employees, managers, and executives. They should be a roadmap that everyone in the organization can guide their decisions by. Every individual should contribute in some way to help work towards reaching the vision – meaning, it should not be the responsibility of just a few members. 

The vision should create a sense of unity within the business so that even if goals are not achieved, team members are still connected and motivated to keep going as one single body.

They Allow Your Team To Focus On Long-Term Success

While it’s important to take stock of what you have done and what you need to do in the immediate future, establishing a clear and comprehensive vision can set you on the right path towards meeting your ultimate goals with greater efficiency. These professional vision statement examples should help guide you in crafting a vision statement. It is recommended that businesses think both big and small by looking at smaller steps they can take to achieve larger milestones down the road. 

Vision statements provide an actionable overview of where a business wants to go and how they’re planning on getting there – if written effectively, this means positioning them for success in the years ahead.

They Support The Team When Making Important Decisions

Vision statement examples for business should be inspirational, future-oriented and empowering. A good vision statement is one that helps you keep perspective and acts as a necessary reminder of your core values and overarching objectives when making important decisions, both big and small. 

Vision statements should be positive and inspiring; they should act as guiding points that can help you form the right strategy to reach your desired outcomes. When the journey gets hard, a visionary statement has the potential to encourage you and sustain hope all throughout it.

They Help You Attract And Retain Employees

Vision statement examples for business should reflect how your company plans to grow and the goals you wish to achieve. By having a clear picture of what your company wants to accomplish, employees will be more likely to work enthusiastically towards success. 

Employees who understand the vision behind the company are more likely to stay loyal, as they feel a sense of purpose when they support a specific mission. Vision statements can help drive teams forward, allowing them to stay motivated in achieving collective goals and creating ambitions that extend beyond everyday workplace objectives.

improved work performance
20 %

“According to research from Leiden University, teams with clear goals experience 20–25% improved work performance. That’s because it helps team members focus efforts in the right direction, get more self-confidence, and, as a result, become more productive at work.”

They Help Foster Brand Loyalty

Brands that lead by empowering their team and customers build a connection of lifelong brand loyalty for an organization in many areas of their organization, ensuring that customers will stick around, leave, and come back for more. Customers understand that the company is striving towards something bigger than just profits.

Brand Vision Statement Examples For Business


The Future is Sustainable

We’re building a world powered by solar energy, running on batteries and transported by electric vehicles. Explore the most recent impact of our products, people and supply chain.


“To create a better everyday life for the many people.” 

This vision goes beyond home furnishing. We want to have a positive impact on the world – from the communities where we source our raw materials to the way our products help our customers live a more sustainable life at home.

By sharing what we do, and speaking up for what we believe in, we can be part of positive change in society.


Amazon strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.


Two areas where we are going to create new value:

  1. Advancement of “Mobility”
  2. Value Creation for People’s Daily Lives

In these areas, we will bring the universal passion of Honda to “serve people worldwide with the joy of expanding their life’s potential.” And toward this end, we will “lead the advancement of mobility and enable people everywhere in the world to improve their daily lives.” This is our 2030 Vision Statement.


Using our unlimited passion for technology, content and services to deliver groundbreaking new excitement and entertainment, as only Sony can.


Our vision is 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.

Warby Parker

We’re constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we’ve learned that it takes creativity, empathy, and innovation to achieve that goal.


Create economic opportunity for every member of the global workforce.

United Airlines

Looking ahead, we’re aiming even higher: We’re committed to doing our part to create a more diverse, equitable and inclusive workplace and world.


Guiding PepsiCo is our vision that captures PepsiCo’s competitive spirit, intense focus, and shared values: to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for the planet and people.

The Takeaway

With these vision statement examples for business, take the time and invest in creating your own brand vision statement, and you will grow. It will unify your team, help focus everyone on long-term success, support important decision-making, aid with employee attraction and retention, and foster a culture of loyalty to the brand among customers. 

A vision statement also helps reveal who you are as a company, emphasizing the characteristics that differentiate you from the competition while showcasing your core values. Above all else, ensure it is aspirational yet achievable. 

With patience and hard work you can be on track to reach an audacious goal—a goal set forth by a powerful and inspiring vision. Working together to create a proper vision statement can truly unlock the full potential of your company’s mission and overall identity. Work with us to develop a “north star” vision that will motivate your team toward actionable successes—and thus achieve even more great things! We can help you cast a powerful vision for your company—so let’s get started today!

Nicole Andrew

Nicole Andrew is a 20 year brand designer, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing consultancy agency.