A Tagline, a Slogan and Mission Statements

I often see that it comes into confusion the difference between the Tagline, Slogan and the Mission Statements.

I will use Apple as an example to help decode things:

Vision Statement

A Vision Statement is – Where are we headed?

A vision is a seeing term. Therefore a vision statement should be future-oriented. It’s an image of what a company wants to create. It’s not what a company is, it’s what it wants to become. While mission statements among similar businesses may be very similar, vision statements should be genuinely different. It should inspire and motivate decision-making.

“We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.” — Tim Cook

Mission Statement

A Mission Statement is – How will we get there?

This is what a company does. It is usually short (a paragraph) and easy to remember. Nevertheless, it should not be too generic that you can’t tell what sort of business its doing. Do note that businesses with similar cause may have very similar mission statements. Why is this? That’s because they essentially offer the same things (services / products).

We are constantly focusing on innovating. — Steve Jobs



Is  a short, powerful phrase that is associated with your company name. It represents the tone and feeling you want for your products or services. It is often part of your company graphics e.g. the logo and letterhead. It stays with you all the time. It’ll only change when you want to totally redefine your company. In many cases the tagline becomes so well known that it is instantly recognizable.

Think different. – Apple



Is slightly different. It’s also a few words that bring your company to mind, but are intended to be less long lasting. The word slogan comes from a Scottish word meaning “battle cry.” Your slogan goes with the battle you are waging right now. That means slogans are often used only for one product, or one campaign. A slogan may change regularly according to your campaigns to advertise a specific aspect of a product or service, while a company tagline is used consistently for a company as a whole. Because slogans change often, they are usually current and modern. It gives an impression of being new and trendy. Some marketers refer to slogans as product taglines, as opposed to company taglines.

Apple iPhone 6 – Bigger than bigger.


Taglines and slogans are generally “outward-facing,” while mission statements are focused inward. In other words, companies generally use taglines and slogans as part of their marketing strategy, while a mission statement is not usually used in advertising. A mission statement encompasses the core purpose of a company, and can reflect the company’s foundation as well as future aspirations. A mission statement can be one sentence or an entire paragraph, and can help individuals or groups stay focused on the purposes of their endeavors.

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