Mission

Your Mission Statement should reflect why your organization exists and its ultimate purpose and goal. Answering questions like 

• What do I hope to accomplish with this business?
• Why should people care about my business?
• What do I want people to feel when they walk away from my business?

Some examples and explanations on Mission statements can be found on this Forbes article.

Vision

Your Vision Statement reflects where you want to take your business. If you Mission Statement answers the Why you exist question, then the Vision Statement answers where you are going question. You should be able to help guide your clients, customers, and consumers into why they should be loyal to your brand. It should  show them where you will be taking the company. Another way to think about your Vision statement is that it is a longer-term version of your mission statement, where your mission statement explains why you exist now, your vision is more why you will exist and where you will be going.

Some examples of Vision statements can be found at the bottom of this HubSpot article, as well as a good discussion of the difference.

Values

Your Core Values: reflect what you and your organization hold close as values. It is critical that these values be a guiding force inside your business and your organization reflects these values. The reason these values are important, as people will create a bond especially as they personify it, either directly through yourself as the main face, or through avenues of your branding. And this humanizes version of your company will need to reflect values and beliefs. It is best to list out what core values and beliefs that you want your company to project and how your business can be successful at meeting those targets through implementation.