Mission, Vision, Values: How to Define Them Without Overthinking It
Let’s be honest: most small business owners didn’t start their business just so they could write a mission statement. They started their business to follow a dream, help their communities, and turn a profit. That said, we understand that when you’re running the show day-to-day, sitting down to define your “vision” and “values” can feel like a distraction from the work that really matters.
But here’s the truth: your mission, vision, and values aren’t just nice things to have. They’re the backbone of your brand. They give your business purpose, clarity, and direction, and they help you stay true to who you are as you grow.
At Labrador Media Group, we help small businesses build brands that are more than just good-looking. We help them get clear on what they stand for and why they show up each day. That starts with these three essentials.
Photo by Walls.io.
Mission: Why You Exist
Your mission is your purpose — your “why.” It’s the heartbeat behind your business and the reason it matters to the community you serve.
Your mission should answer this question: What do we do, who do we do it for, and why does it matter?
For Labrador Media Group, our mission is straightforward: To help small businesses connect with their community and grow with purpose through time-tested strategies and modern marketing methods.
That mission drives every service we offer and every story we help tell. It's what helps us decide what projects to take on and how we show up for our clients.
Vision: Where You're Going
If your mission is where you are now, your vision is where you’re headed. It’s the long-term impact you hope your business makes.
A strong vision isn’t about numbers or market share. It’s about imagining what could be possible if you keep showing up with intention.
Here’s ours: To become a creative home for the hard-working, community-focused businesses of Michigan and where marketing is handled with care, stories are told with purpose, and success is measured by impact, not ego.
It’s not about becoming a big agency. It’s about becoming and remaining a dependable resource for the people doing meaningful, local work.
Values: What You Stand For
Your values are the beliefs that shape how you do business. They influence your decisions, your client relationships, and your brand voice.
At Labrador Media Group, we believe in:
Community: We believe in building something bigger than ourselves without the need to tear others down. Whether it’s your neighborhood, your customer base, or your circle of fellow business owners, strong communities make everything better. We create marketing that connects, uplifts, and brings people together, not just to sell, but to matter.
Integrity: Good marketing starts with honesty. We don’t chase bad trends or overpromise. We believe in clear communication, straightforward strategy, and doing the work the right way with your goals, your budget, and your best interest in mind.
Purpose: Every business has a reason for showing up. We help you tap into yours. From your messaging to your visuals, everything we create is rooted in your purpose and built to make a real impact, not just noise. We do this because we want to see results as much as you do.
Grit: We come from roll-up-your-sleeves roots. Our clients do, too. That’s why we approach each project with care, tenacity, and a willingness to dig in. Small business isn’t always easy, but it’s always worth it. We’re here to help you keep going and keep growing.
When you're clear on your values, your marketing becomes more than a pitch — it becomes a reflection of your character.
You don’t need a perfect statement before you launch your business. But you do need to know what you stand for. And the sooner you put that into words, the sooner your marketing, storytelling, and strategy can all start pulling in the same direction.
Need help shaping your brand from the ground up? That’s what we’re here for. Let’s talk.
