Why You Need a Brand Statement

Every brand needs a mission statement. You can consider your mission statement as the location of your friend’s house when you land and in a distant country for the first time to get together along. Without it, you are lost.

Your mission statement answers questions such as:

  • Why is your product in business
  • The moral and/or ethical stand of your company/product
  • How you want to be seen by the community
  • How you intend to make an impact on this world through your brand

Almost everybody believes that a company’s mission is to make cash. Although, this may be true to a certain level, nearly all companies have a point that goes past just making money. In fact it is such companies that thrive and hand around longer. Brands and companies that are conceived merely to make wealth do not do so good in the extensive term since the obsession of an idea and the reason of existing is not there.

Where Do You Start?

If you have a clear point for starting your brand then congratulations – you are one of the few lucky ones. For most entrepreneurs the motive or idea is not so clear. They may have strong advertising and sales associated motive – of solving a difficulty or filling a market gap – but those are not the reason of your brand. They are what your company does.

If you have previously worked on your brand strategy, then a good place to start is your brand story. In fact a lot of companies take motivation from brand stories openly.

Do not have a brand story?  We strongly recommend you start from there. A brand story will help you produce your brand vision and your mission statement. If you do not want to do that then you can start by recording the core fundamentals you want to communicate.

These fundamental elements can be things like what motivates you, what your passions are, how you want to change the world and so on. However impudent they may sound – you will establish to see the pieces of your mission statement.

What Criteria Do You Look At?


Make sure that you mission statement addresses your passion. Passion is what drives this human race and all great companies were started to address a passion their founders had.


Don’t be scared to take a ethical or moral stand. Your brand should stand for something. Sometimes this may have nothing to do with the service or product you want to provide the marketplace. Remember, your brand should not be tied to your product or service. Your brand is a living entity that has a life of its own.


Your mission statement must dictate how your want the community to perceive your brand. This will make sure that your brand maintains honesty through thick and thin.


This one is a complicated one but I urge you to think long and deep and come up with something that you want to modify in this planet through your brand.

Does Our Mission Statement Align With Your Brand Strategy?

As your write your mission statement and fine tune it, forever make sure that it is associated with your brand promise, brand story and your overall brand strategy. This is very serious.

Your brand story is something that will generate this awareness in your target audience minds. Of course eventually into conversions and sales.



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