Vision, Mission, Elevator Pitch, Tagline - What is the Difference?
I recently realized in a strategic planning session, that often these terms can be confusing and many people may not know the correct use for each of these. Let’s sort these out.
An organization uses many tools to explain who they are and what they do. However, the vision, mission, tagline and elevator pitch each serve a difference main audience and have a different purpose. In terms of communication, each of these are the pillars of an organization’s identity and how it presents itself to the world. For marketing, they create the blueprint for the brand.
Vision
The vision statement is the highest strategic statement of an organization because it focuses on the future and what your brand wants to become. It clearly outlines what your business goals are and provides insights for your employees and stakeholders. A solid vision statement should embody your brand’s core values and tells people where you see yourself in five or 10 years.
Mission
A mission statement defines the why, who, what, and how of your organization. It communicates your company’s purpose, beliefs, objectives, and how your products or services benefit consumers. It also outlines your plan of attack. This statement in aspiration to employees and should be short and memorizable.
Elevator Pitch
The elevator pitch is just that. A short one-liner laser focused statement that you could tell a stranger that sums up what you do. A good elevator pitch will the address the problem your customers have, your unique solution, and how your customers life looks afterwards.
Tagline
A tagline is a distillation of the elevator pitch and is a concise memorable catchphrase summarizing your organization’s products/services. It is usally found under the logo.
e.g., Apple – Think different, Disney – The happiest place on earth
Let’s compare these terms.
If you have questions or need help on developing, updating, or changing your organization’s mission, vision, elevator pitch or tagline, or any other organizational statements, we would love to help you sort those out! Give us a call today.