Purpose vs mission vs vision: persuasive appeals and components in corporate statements

Abstract

Purpose: Purpose statements persuade stakeholders of companies' reasons for being. The goal of this study was to analyze how purpose-driven companies craft their purpose, mission and vision statements and whether and how purpose statements differ from mission and vision statements. Design/methodology/approach: This quantitative content analysis explored the brand personality traits, mission statement components and corporate ethos appeals that purpose-driven companies included in their purpose, mission and vision statements. Findings: Results provide implications for corporate leaders and communicators who write these statements as well as theoretical implications related to brand personality, rhetorical theory and corporate ethos. Practical implications: This research provides practical implications for corporate leaders and communication professionals about how to craft these statements, what components they might include and the potential benefits and downfalls of not clearly differentiating among purpose, mission and vision statements. Originality/value: While several studies have compared differences between mission and vision statements, there is a lack of academic literature on how companies craft purpose statements. This study added to this body of knowledge on corporate communication.