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Crafting an Effective Tagline, Mission Statement, and Vision Statement


In today’s highly competitive business landscape, establishing a strong brand identity and a clear sense of purpose is crucial for success. Key elements in achieving this are a compelling tagline, a well-defined mission statement, and a visionary vision statement. These concise yet impactful statements not only differentiate your organization but also provide a compass for you and your team.  They also need to resonate with your target audience. In this blog, we’ll explore practical steps to create an effective tagline, mission statement, and vision statement that will inspire and guide your business toward its goals.


Crafting a Memorable Tagline

A tagline serves as a succinct expression of your brand’s essence and can leave a lasting impression on consumers.  An effective tagline will raise interest and tell people exactly what you can do for them. It needs to raise emotional awareness for them

To create a memorable tagline, follow these few simple steps:

  • Identify your unique value proposition: Understand what sets your brand apart from competitors and identify the core benefits or values you offer.
  • Keep it concise and clear: Aim for a short and snappy phrase that is easy to remember and communicates your brand’s key message.  Keep it under 8 to 10 words, maximum.
  • Use evocative language: Incorporate compelling words and phrases that evoke emotions or create a sense of curiosity.
  • Catchy and easy to remember: A memorable tagline will help your clients and potential clients remember you when the situation comes up.
  • Test and refine: Share your tagline with a small group of individuals and gather feedback to refine and enhance its impact.  You can even test it with your various social media accounts.  Have them take a poll or give you feedback on a few of them.

One additional thing to note is the length of the tagline.  If you have a long company name then the tagline should be as short as possible. Think of it as you have limited space on a billboard or business card.  A driver passing a billboard at 65 m.p.h. will only have a second to see it and read it.

Here are a few examples of memorable taglines:

  • “Just do it.” ~ Nike
  • “Building Better Business Solutions” ~ Optimal Performance Academy
  • “Eat More Chicken” ~ Chick-Fil-A
  • “Built Ford Tough” ~ Ford Motors

Remember, a great tagline encapsulates your brand’s personality and resonates with your target audience, leaving a lasting impression.

Defining a Meaningful Mission Statement

A mission statement outlines your organization’s purpose, values, and the goals you aim to achieve.  It is a short statement as to why an organization exists.  It includes the overall goal that a company provides while also identifying generally what products or services you are providing.

Here’s a step-by-step process to create a meaningful mission statement:

  • Reflect on your purpose: Consider why your organization exists, the problems it solves, and the positive impact it strives to make.
  • Define core values: Identify the fundamental principles and beliefs that guide your organization’s decisions and actions.
  • Set goals and objectives: Determine the specific outcomes or milestones your organization aspires to accomplish.
  • Keep it concise and inspiring: Craft a mission statement that is concise, clear, and motivational. Use powerful language to inspire both employees and stakeholders.
  • Review and refine: Share your mission statement with key stakeholders, including employees, and gather their input. Continuously review and refine the statement as your organization evolves.

Here are some examples:

  • “Changing the world, one mind at a time.” ~ PSI Seminars
  • “To give people the power to share and make the world more open and connected.” ~ Facebook
  • “To organize the world’s information and make it universally accessible and useful.” ~ Google
  • “To see small business owners exceed their wildest imagination.” ~ Optimal Performance Academy

A good mission statement needs to allow other people to get behind the company and will allow more people to want to follow you.

Envisioning the Future with a Vision Statement

A vision statement describes your organization’s mid-term and long-term aspirations, its desired future state, and the impact it aims to create.  This statement helps to keep you focused as to the overall reason why you started your business.

A vision statement can be used as a way to keep you focused and on track.  It will help to keep you from going astray when you (and your team) on working on and in your business. It is the reason why you are doing what you are doing.

A vision statement is usually between two and four sentences.  It should be around 30 to 40 words in length.  It should be long enough to convey your vision but not so long that it is difficult to remember.

Follow these steps to craft a compelling vision statement:

  • Envision the future: Reflect on what your organization aims to achieve in the long run. Consider your ultimate goals and the positive change you want to bring about.
  • Be ambitious and inspiring: Your vision statement should be bold, inspiring, and capable of igniting passion and enthusiasm among your team and stakeholders.
  • Keep it succinct: Articulate your vision in a concise and easily understandable manner, ensuring it captures the essence of your aspirations.
  • Align with values: Ensure your vision statement aligns with your organization’s core values and serves as a guiding light for decision-making.
  • Share and reinforce: Regularly communicate and reinforce your vision statement throughout your organization to create a sense of unity and focus.
  • Revise when needed: If you see that your company is getting close to attaining the goal set out in the vision statement then it is time to reassess and update the vision statement to something new.


Crafting an effective tagline, mission statement, and vision statement requires careful thought and consideration. These statements serve as powerful tools to differentiate your brand, inspire your team, and guide your organization toward its goals. By following the steps outlined above, you can create impactful and memorable statements that encapsulate your brand’s purpose and resonate with your audience. Embrace the power of clarity and purpose, and watch your organization thrive in today’s competitive landscape.


Kevin Dunlap (#KevinADunlap) has been a serial entrepreneur since starting his first business in 1999. He has been a teacher, network marketer, stuntman (, real estate consultant, and Realtor. He has authored four books ( and hosted an international podcast (#LifesLittleLessons). He is now a business coach and strategist for #OptimalPerformanceAcademy. You can schedule a complementary 45-minute discovery session to talk about your business at