Brand Purpose Part 2: Mission, Vision & Values Decoded

Hey!! are you now thinking, that if brand purpose is all about why of a brand exists, then what the hell is mission, vision and values of a brand? Often we are confused with this TRIO. Used commonly almost everywhere but they are way different from each other. If this is what you’re wanting to know, then this article is for you.

Am gonna decode the differences between Brand Vision, Mission, and Values. Also give some great real world examples of how big brands use them for a much in-depth understanding of the same. I have taken some of the points from Medium, Carljohnson.co, clearvoice.com and hence would like to attribute the same. But have also given my own understanding of the topic and shared insights in a more comprehensive manner. Let’s have a look….

If you’re still looking answers to find about your brand purpose, then please dig into my previous article. Once you’re clear that Brand PURPOSE – Why We Exist? Then this article is a better read to understand the rest of the game of Branding Foundation.

So as for now, let dive into understand – the mission, vision and values of any brand which is the next step clarity after brand purpose.


1. Definition of vision and mission:

A vision statement focuses on tomorrow and what an organization wants to ultimately become. A mission statement focuses on today and what an organization does to achieve it. Both are vital in directing goals.

This is mainly done by companies and brand’s for arriving at an inward focus and talking about the path and destination any business or brand that they would intend to follow.

2. VISION – WHAT we aim to achieve?

If the purpose is WHY then your vision is what you want to achieve as a result or outcome of it. This is a destination of what you want the brand or business to be in the future (e.g. ‘We want to be the world’s leading provider of X by 2020′).

The vision statement is about what you want to become. It’s aspirational.

Vision statement questions look like:

  • What are our hopes and dreams?
  • What problem are we solving for the greater good?
  • Who and what are we inspiring to change?

3. MISSION – HOW we plan to Achieve our Vision

A specific activity or marketing tactic which is towards you business operation, product development of your business or brand and ways to achieve these goals is what defines your MISSION. ‘One Purpose: Many Missions’ is a phrase that brings it to life for me.

Mission statement questions look like:

  • What do we do?
  • Whom do we serve?
  • How do we serve them?

4. VALUES – WHAT we stand for and How we Behave

Brand values explain the ethics and behaviours you’ll use to get to your destination. Your values establish the qualities you idealise as a company, such as innovation, inclusivity, diversity of thought or creativity.

“Your brand vision is where you are going. Your mission is how you will get there. And your values define how you will act along the way. They are all inward focused. They represent you talking about your brand. They are important to define, but none of them are as powerful as your purpose.”

says Dan Salva –
Branding Expert & Author

5. Brands that got it: examples of vision and mission statements

Company: Tesla

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Why it works: What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

Company: Amazon

Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

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

Why it works: Amazon’s mission is cut-and-dry about what they offer to customers. The vision takes the offerings farther, saying their company will offer “anything” customers want.

Company: TED

Mission: Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

Why it works: The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, how spreading ideas invokes change in the world.

For many more of such examples please click this link

My Final Thoughts

Whether you develop your brand’s purpose, vision and mission all at once or in phases doesn’t matter. What does matter is that you understand the need and place for each, and use them where they belong in order to succeed. Big brands have understood them well, not only taken it in their stride but also leveraged it and stood the test of their times.

What gives your brand or business a meaning and purpose? Are you traveling a path of purpose in your business that is uniquely yours? What are your experiences?

Because it’s never too late or too early to think about the above things for your own brand name with the above articulated way, if you truly relate to this, or wanna know more of this and much more, please join my private VIP Facebook Group.

As I will be sharing more in-depth insights. If you’re keen to know how, just hop in to my next FREE WEBINAR

Or just feel free to share your thoughts and leave a comment.

About Me:

Hi I’m Pramila Jain. I am a Brand Designer and Graphic Geek. I’m the founder of Brand Design Hub. Am on a mission to help 10,000+ women solopreneurs to focus on design using the power of branding. Am also founder of Candyfloss Branding Agency where we help brands craft and grow distinctive identities & brands, backed by strategy.

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