100+ Examples of Vision Statements from Brands Around the Globe

Great vision statements manage to inspire employees and consumers.

Crafting an effective vision statement is like painting an intriguing and promising future for all to see, believe, and aspire to. It is something derived from the core values that you believe your company will attain.

Vision statements are important to a business because:

-It attracts passionate, ambitious, and capable employees.

-Targets the right customers.

-Sets a clear big picture leaving no room for ambiguity.

-Helps to compare the real achievements and expected achievements.

-Helps align resources and invest the resources carefully.

-Helps to instill strategic leadership.

-Creates a legacy for your business.

-Provides a roadmap to look up to during difficult times.

Below we've laid out more than a hundred examples of vision statements to help inspire you. We hope it can be a guide for you to come up with a unique and powerful vision statement of your own.

01. Fashion

clothing rack fashion brands

Ralph Lauren

"To be a global leader in the design, marketing, and distribution of premium lifestyle products."


"One of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail."

Warby Parker

"We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see."


"To promote excellence as a long-lasting tradition."

Tom Ford

"To be the first true luxury brand of the 21st century."


beauty make up clean skincare


"Driving the cosmetic industry with an inclination on sustainability."


"To become the world’s most popular brand in all products that enhance their lifestyle."

Nude by Nature

"To be Australi##1 skincare and beauty company that offers 100% natural and toxin-free soap, bath, and beauty products, while empowering others to make a positive impact in the world."


"To make sustainable living commonplace. We believe this is the best long-term way for our business to grow.


"To become the number one brand worldwide inspired by natural beauty in the consumer products segment thanks to its product formulation and its responsible and ethical commitments.

02. Gaming

playstation game controller


"Putting Smiles on the faces of everyone Nintendo touches."


"Our vision is to use our passion for technology, content, and services to deliver kando, in ways that only Sony can."


"We foster an environment that motivates our employees, empowering them to work as one integrated team."

HBG gaming

"To become a leader in terms of quality of service and entertainment by developing talent and professional skills."


"User value is our guiding principle, we strive to incorporate social responsibility into our products and services."

03. Technology

google apple microsfot laptop tech


"To help people and businesses throughout the world realize their full potential."


"If it is smart and connected, it is best with Intel."


"We believe that we are on the face of the earth to make great products and that’s not changing."


"To provide access to the world’s information in one click## GoDaddy "Radically shift the global economy toward small business by empowering people to easily start, confidently grow, and successfully run their own ventures."


"Create economic opportunities for every member of the global workforce."


"To solve three simple problems "Mobile photos always come out looking mediocre. Our awesome-looking filters transform your photos into professional-looking snapshots. Sharing on multiple platforms is a pain – we help you take a picture once, then share it (instantly) on multiple services. Most uploading experiences are clumsy and take forever – we’ve optimized the experience to be fast and efficient."


"To be the communications leader in an increasingly connected world"

04. Lifestyle

hiking wildlife lifestyle girl sitting in hammock


"Use of all its resources to protect life on Earth."


"Turn obstacles into opportunity, a creative courage to tempt the impossible and embrace the strange."

Red Bull

"To upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner."


"To create a better everyday life for many people."


"To enable creative expression – and inspire youth culture – by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self."

05. Art

colorful abstract art

Contemporary Visual Arts Network (CVAN)

"Embraces the broadest range of visual arts expression in a multi-disciplinary, innovative, and resilient contemporary visual arts practice."

Eastern Kentucky University (EKU) Department of Art and Design

"The Department of Art and Design will lead in promoting the visual arts by fostering critical and creative thinking, artistic expression, effective communication, cultural awareness, and community engagement."

Nevue Fine Art Marketing (NFAM)

"Providing valuable information to help all artists reach their goals and live their dreams."

06. Education

Bookstore education learning

Stanford University

"A purposeful university knowledge, learning & innovation for a rapidly changing world."

Harvard University

"To set the standard for residential liberal arts and sciences education."


"In building a product that scales across multiple platforms and devices, Grammarly works to empower users whenever and wherever they communicate. Grammarly aims to build a comprehensive, AI-based communication assistant that helps people connect with and understand one another."


"To make a better world through education, research, and innovation."

Cambridge University

"To enhance our reputation as a world-class teaching and research institution which is recognized for its innovation, excellence, and discovery, and attracts the best students and staff worldwide."

07. Music

music headphones yellow


"We envision a cultural platform where professional creators can break free of their medium’s constraints and where everyone can enjoy an immersive artistic experience that enables us to empathize with each other and to feel part of a greater whole."

Original Allstars Music

"To provide young people across the UK with the venues, resources, and support they need to fulfill their potential as musicians and enrich their communities with their music."

Ray's Midbell Music

"To be the first source for everything musical in Siouxland and beyond."

Music for all

"To provide national programs that recognize and support music students' performance and success, offer music educator training and professional development, and deliver tools and resources to participants and their communities that will assist them in supporting music education by promoting awareness of music’s impact on student growth and achievement."

Warner Music Group

"Our vision to transform Warner Music Group into the leading music content provider for today's rapidly evolving digital world is quickly becoming a reality."

07. Entertainment

Netflix TV Entertainment


"To be one of the world’s leading producers and providers of entertainment and information."


"Becoming the best global entertainment distribution service."


"People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them."


"To transform the world of camera communication through interactive features."

08. Food

starbucks logo storefront

Burger King

"To be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world."


"To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world."

Starbucks Coffee

"To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."

Whole Foods

"To set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market."


"Working together to create brands people love."

09. Consulting

two men consulting


"To become one of the world’s leading companies, bringing innovations to improve the way the world works and lives."

McKinsey & Company

"To help create positive, enduring change in the world."


"We aspire to be the Standard of Excellence, the first choice of the most sought-after clients and talent."


"To build trust in the digital society through a quality-driven approach for it is the most critical foundation for our business."

10. Photography

camera lens photography


"Transform the way people interact with the places they inhabit and explore."

Bambini photography

"Making memories, telling your stories through quality professional photography lasting for generations to come."

Media prima

"To be the leading digital-first content and commerce company."

Grand Valley State University

"The Photography program at Grand Valley will continue to develop as the regional center of respected photographic and visual communication studies that promote professional versatility, critical awareness, and life-long learning. The Photography program will contribute to the profession and the vitality of the community, as demonstrated through student achievement and placement, faculty development and creative activity, and participation in the regional culture and society."

11. Restaurants

restaurant table food

Cheesecake Factory

"Through a shared commitment to excellence, we are dedicated to the uncompromising quality of our food, service, people, and profit, while taking exceptional care of our guests and staff. We will continuously strive to surpass our accomplishments and be recognized as a leader in our industry."

Dairy Queen

"To be the world’s favorite quick-service restaurant."


"Be ##1 Quick Service Restaurant (QSR) franchise in the world, while delivering fresh, delicious sandwiches and an exceptional experience."


"To be the quality leader in everything we do."

Taco Bell

"To grow into the largest fast-food provider of Mexican-style cuisine in emerging markets."

12. Sports

track runner sport


"Bring inspiration and innovation to every athlete in the world."


"To be the design leaders with a focus on getting the best out of the athletes with performance guaranteed products in the sports market globally."


"To be the most desirable and sustainable sports lifestyle company in the world."


"Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. Everyone has the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable."

13. Construction

construction company


"Be the world’s premier engineering, construction, and project management organization by achieving extraordinary results for our customers, building satisfying careers for our people, and earning a fair return on the value we deliver."


"Be the global leader in customer value."


"To be the preferred construction and facilities partner for our clients and to be the benchmark against which our competitors are measured."

Fort Construction

"To be the builder of choice for value-minded clients and high-performing employees."

Wenco Construction

"To be the preferred contractor of choice. A company that our customers want to work with and our employees are proud to work for."

14. Jewelry

wedding ring jewelry

Sif Jakobs

"To be one of the most recognized affordable luxury jewelry brands worldwide."


"We create elevating experiences for the people we touch and significantly impact the world we work in."

Tiffany & Co

"Collaborate with other forward-looking leaders in the jewelry industry and with nongovernmental organizations in order to positively influence the entire jewelry supply chain."


"Be the most customer-centric company in bringing Russian made products to the global landscape."

15. Fitness

apple watch heartbeat fitness health


"We remain focused on delivering innovative products consumers love and are confident in our vision for the future."

Amer Sports

"The Amer Sports vision is to be the industry’s leading sports company, fueled by authentic brands that inspire athletic achievement and enjoyment."

BPI Sports

"Build the best product, stand behind what you make, use business to inspire and implement solutions to the human physique, and above all else- Make a difference."

Inform Fitness

"Pioneer a sea change in the mindset of popular exercise culture to where the primary objective of the exercise is to build and maintain muscular strength."

16. Retail

shopping carts


"To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online."


"Be the destination for customers to save money, no matter how they want to shop."


"To provide a wide selection of merchandise, plus the convenience and exclusive member services, all designed to make the shopping experience pleasurable."


"Make commerce better for everyone, so businesses can focus on what they do best "building and selling their products."


"To be America’s most-loved pharmacy-led health, well-being, and beauty company."

17. Apparel

clothing rack


"To make women and men feel beautiful and empowered, the House of Versace is an established fashion force that continues to inspire both trends and people."


"To establish Burberry’s position firmly in luxury fashion. By sharpening our positioning in the most rewarding and enduring segment of the market, we will drive sustainable growth and higher margins over time, while continuing to deliver attractive returns."


"We believe fashion is a business of optimism, and in that spirit, we continue to grow and evolve. Free shipping and free returns, mobile shopping, and exciting new retail partnerships offer us continued opportunities to serve more customers in more ways with a fresh, relevant shopping experience and inspiring style. Fashion changes. Shopping changes. Our commitment to happy customers doesn’t."


"We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit."

H & M

"Lead the transition to circular and renewable fashion while being a good and equal business."

18. Real Estate

birds eye view community homes houses

Inspirited Real Estate Services

"To become the leading Real Estate company in Africa providing world-class Real Estate services that meet our clients’ needs at all times."

Greenland Australia

"Greenland Australia’s vision is to become a leading Australian property developer with a well-earned reputation to match."

Chantel Ray Real Estate

"To be the only TRUE real estate franchise that provides an EXCELLENT & CONSISTENT customer experience 100% of the time."

Cambridge Real Estate

"To establish a boutique real estate company with a strong local brand with experienced staff and offering exceptional service."

19. Health

healhy nutrition


"To develop innovative and valued medicines to become a prominent and technologically advanced organization in the Pharmaceutical industry and make significant contributions to society by providing better life through effective utilization of its strength."


"All people everywhere will have access to a skilled, motivated, and supported health worker, within a robust health system."


"To enrich and delight the world through foods and brands that matter."

Mayo Clinic

"Mayo Clinic will provide an unparalleled experience as the most trusted partner for health care."

Leukemia & Lymphoma Society

"Cure leukemia, lymphoma, Hodgkin’s disease, and myeloma, and improve the quality of life of patients and their families."

20. Finance

dollar signs

Bank of China

"Drawing strength from our rich history, we will be the best, most admired, and innovative financial services institution, partnering with our customers, employees, and shareholders in wealth and value creation."


"To be the world’s best global imaging solutions company."

BPIMS insurance

"To be the leading non-life insurance company in the Philippines in terms of professional competence, service quality, responsible corporate citizenry, and overall growth and stability."


"Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system."

21. Healthcare

healthcare thermometer hospital

Alzheimer’s Association

"A world without Alzheimer’s and all other dementia."

Grace Health

"A community in which all people achieve their full potential for health and well-being across the lifespan. We work to be trusted by patients, valued partners in the community, and creators of positive change."

Fox Chase Cancer Center

"To be a regional, national, and international leader in oncology nursing care and services."

St. Jude Children’s Research Hospital

"To accelerate progress against catastrophic disease at a global level."

Kaiser Permanente

"We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation."

22. Automobile

tesla red car


"To accelerate the world’s transition to sustainable energy."


"People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership."


"Audi-the premium brand."


"To be the most successful premium manufacturer in the industry."

Toyota USA

"To be the most successful and respected car company in America."

Craft Your Vision Statement

Defining your vision enables you to define a clear direction. ZeBrand provides a framework to help you craft your brand story to share with the world. Use the examples as a guide to put your vision into words and start taking action toward a world that you envision.

100+ Examples of Vision Statements from Brands Around the Globe