I regularly research to see what's 'happening' in the world of Branding, especially since it a hot topic right now. 

Yesterday I was investigating Vision and Mission statements and Whoa! There are many different versions of what they should and shouldn't be and it's down right confusing.

So I thought I'd break it down in to an easy to consume way so you can start putting yours in to ACTION.


The inspirational long-term change you envision resulting from your work.

Ascertaining the vision for your brand helps you focus on your 'purpose' and your 'why'. Your vision keeps you on track. When opportunities arise within your business, you can ask yourself, is this inline with my vision? If it's not, then don't do it.

Here is an example of a Brand Vision:

Charity Water - We're a nonprofit on a mission to bring clean drinking water to every person on the planet.

Tip: Your vision should feel like a huge stretch. 


A declaration of your purpose and the actions you will take to accomplish your vision.

Having a mission statement (or as I prefer to call it a Purpose) ensures that all goals are aligned to achieve your vision. It is the foundation of your business and your reference point for all opportunities and decisions.

Example of a Mission Statement (or Purpose):

Charity Water - We're a nonprofit bringing clean, safe drinking water to people in developing nations.

Tip: Avoid buzz words but don't be boring. It needs to authentic. Most of all, you need to believe it. 

So there you have it. The simplified version of your Brand Vision and Purpose. These are important building blocks for your Brand.

I'd love to see yours in the comments above. If you feel like you need help with yours then lets connect!