To make sure your work is well executed and flawless for your clients, you need to have both mission and vision in mind as you craft your piece.

When you’re writing for a client you need to consider the mission and vision for the specific brief and how that fits in with their brand’s mission and vision.

But first, you need to know what we mean by mission and vision:

Mission: What, How, Purpose, Aim, Focus.

Your personal overarching mission as a writer is normally to produce the brief, however, to fulfil the brief successfully, you will need to consider the mission of your client too.

Your client will be paying you to do a job, they will want your work to fulfil the obvious mission of, for example, producing a topical blog post.

AND, there will also be an underpinning mission. For example, if you are producing website copy, this will be part of their mission to have a user-friendly website with engaging and informative text that will produce more sales for their business. Or if you are writing an SEO blog post, their mission will be to see an increase in traction to their website or a higher google ranking to help their business’s presence.

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.

Vision: Why, Direction, Big Picture.

Your own vision would grow beyond the fact that you are completing work for the sake of business. Your vision will include your long term goals of being a reliable, experienced writer who can help businesses engage and inform their customers.

For the client, the copy or content you are producing will be in keeping with their own brand’s vision. Perhaps your SEO friendly blog post is demonstrating the brand’s vision of becoming a carbon-neutral delivery service.

The vision of the brand needs to be reflected in the copy or content you are providing: it needs to show a visualisation of the mission.

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.


Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.


Every brand, like Nike in the example above, will have its own mission and vision. The scale of this will be smaller for the copy or content they are intending you to write, but what you produce can only be at its best for engaging their customers and reflecting their company’s message if you encompass these missions and visions.

But remember: The mission and vision should not have to be explicit in your text, at the very most it should be a subtle underpinning message, it just needs to be considered during the planning process.

If you are looking for a copy or content writer, please do get in touch.

I’d love to discuss what you’re looking for, and help create a flourishing bit of copy for you and your reader.