Brand Builders Part 3: What is your Brand Mission?

Discovering Your Brand’s Mission

You’re on a mission. I mean, with your company, with the work that you’re doing, there’s a mission there. Now, you’re probably not a nonprofit, right? You’re a for profit company, but you’re still on a mission. Do you have it clearly defined? Is it literally written down, that this is your company’s mission? This is what you’re doing to change the world. This is the mission that you’re on.

To build a brand, one of the first things you have to do is define your mission statement, and make sure it’s written down and everybody knows what it is so you’re all on the same page. Now, sometimes people think the mission is to make money. Sure, that’s part of it as a for profit organization, but that’s not all of it, right? There’s a lot of things you could do to make money. Why do you do what you do here, because that “why” is going to be very important to building your brand. Your “why” is magnetic to other people, it attracts them, it pulls them towards you.

So, you need to be able to define and articulate your mission, so that you can be able to tell other people what your business is, what its objectives are, and how you’re going to reach those objectives. And that needs to be put into your brand standards and guideline. Now, I’m not saying it needs to be on the top of every invoice, or the homepage of your website. A version of it might be, but at the end of the day, you need to be clear on your mission, so that your team can be clear on the mission, so that everybody knows what direction you’re heading. It’s really important, so make sure you define your vision so that you can build your brand.