Glossary : Vision, Mission, Guiding Principles & Claim

1. Glossary: Vision, Mission, Guiding Principles & Claim Positioning Dimensions Vision The vision is an image of the near future of your markets, your company and your products. It describes what you need to achieve for long-term growth. The visualized target of your vision guides you through every aspect of your business. It provides the frame for your actions. Mission The mission describes what you want to achieve for your customers and business partners (stakeholders). It explains your motivation, your goal as a company and serves as a benchmark for all your actions and decisions. It is the basis for the (indoor & outdoor) perception of your "brand". Guiding Principles These principles illustrate what it means to be an ambassador of your company: they conduct the daily interaction with all stakeholders and determine your thinking, decisions and action taking. You embody them in your daily business. They transform your activities and "projects" as well as your products and solutions to great ventures which everybody likes to participate in and to contribute to them. Claim/Strapline The slogan embraces the core elements of your business- & brand promise in a concise, brief statement: your vision, mission, the service offering and your USPs are summarized by this promise and reflected through it.