The principles are a set of beliefs that guide the behavior of the organization and the people within it. We value this, therefore we will behave in this manner. Basically, these mission, values and guiding principles never change unless the organization changes significantly. The vision is how we look in the future. It is usually specific, expressed in visual and measurable language and has a time frame.
Visions change and are renewed or adjusted over time.
When mission, vision and values are boiled down to their essence, internal guide words result that have instant recognition for people within the organization. The guidewords are phrases or slogans that help create meaning or image for the organization with its external audiences.