Characteristics of Vision Statement

Characteristics of Vision statement

There are number of purposes that a vision can serve i.e. reason of existence , core objective , core values etc. normally vision statement is too short to incorporate many aspect of the organization and therefore only one aspect is targeted in the vision statement.

1. Real:-The vision statement must reflect the reality about the organization. Therefore Vision statement must be a combination of artistic value in its design and reflection of entity’s the reality.

2. One liner:-There is no rule for the length of the vision statement, but normally vision statement consists of one line and that line briefly reflects the concept behind the visions statement. For example a vision statement may be “we care the customer”.

3. Unique:-The vision statement must be unique in its idea and must be able to produce the brand image whenever customer reads or watch the vision statement. The purpose of the vision statement is lost if it is copies from somewhere with slight change in wording.

 5. Impact:-The vision statement must be able to create an impact in the customer mind.

6. Easy:-Vision statement must be easy to read and remember. Vision statement must not use the difficult words and phrases and only common vocabulary be used and those words which are difficult to pronounce and spell must be avoided.

7. Relevance:-Vision statement must be relevant to industry and business activities. We care the customer is not a relevant for a professional body provides training. This vision statement is more relevant to industry which provides a comfort level to the customer.