Brand purpose and brand mission….what are they and how are they useful?
I’m once again developing a new curriculum for my students: simplifying content, ensuring that it’s easy to navigate and interpret, is always a priority.
How do we differentiate purpose from mission?
Let's define them first...
Brand Purpose
This is the overarching reason for a brand's existence beyond just making a profit. It reflects the positive impact or change a brand aspires to make in the world.
Brand purpose often delves into the "why" of a company's existence and its commitment to a greater good or cause.
Brand Mission
A brand mission, on the other hand, is a specific statement or declaration that outlines what a company aims to achieve and how it plans to fulfill its purpose.
To surmise: PURPOSE is ASPIRATIONAL, it's the overarching reason for a brand's existence beyond just making a profit.
MISSION is DIRECTIONAL, a specific statement or declaration that outlines what a company aims to achieve and how it plans to fulfil its purpose.
Below is the Portrait Boss Purpose
"Empowering individuals and businesses through the transformative art of portraiture. Revealing the beauty, value, and potential within, while curating authentic visual narratives.”
And the Portrait Boss Mission
“To establish Portrait Boss as the gold standard in brand photography, while delivering an uncompromising customer experience.”
Both are succinct and clear.
Can you write your brand PURPOSE and MISSION succinctly?
