Mission statement

Signifies what a brand does, as well as how it does it. It is a clear, action-focused statement that outlines the brand’s activities, methods, and reasons, aiming to guide, inform, and inspire everyone involved with a brand. The mission statement should not be confused with the brand’s long-term aspiration—the brand vision—even though it sets the stage for it. While the concept of a mission statement is often associated with branding, its primary application is deeply embedded incorporate strategy, guiding decision-making processes, aligning objectives, and ensuring consistent communication within the company.