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Some brands use either a mission or vision statement and consider the two to be interchangeable. Other brands distinguish between mission and vision statements; for them, a mission statement describes the brand’s current goals and its approach to achieving those goals in the near term, whereas a vision statement expresses the brand’s future aspirations. The purpose of a mission statement is to keep everyone in the organization on the same page regarding the brand’s purpose, whereas the purpose of a vision statement is to inspire.

LinkedIn is a brand that has both a mission and vision statement:

 Mission: To connect the world’s professionals to make them more productive and successful

 Vision: To create economic opportunity for every member of the global workforce

Whether you write a mission or vision statement or both doesn’t matter much, but you should write at least one to clarify your brand’s purpose — its reason for being.