Defining your brand’s purpose, mission, and values is one of the most important steps in building a brand with meaning, consistency, and long-term success. Here’s how to approach each element, along with clear definitions, guidance, and examples:
1. Brand Purpose
What It Is:
Your brand purpose is the reason your brand exists beyond making profit. It answers the “why” behind your business — why you started, and what positive impact you aim to have on people or the world.
How to Define It:
Ask yourself:
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- What problem am I trying to solve?
- Why does my brand matter to customers?
- How does my brand make life better, easier, or more meaningful?
Formula:
“Our purpose is to [do what] for [whom] so that [impact].”
Example:
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- Patagonia: “We’re in business to save our home planet.”
- Airbnb: “To help create a world where anyone can belong anywhere.”
- Your Example: “Our purpose is to empower small business owners with design tools that make professional branding accessible to all.”
2. Brand Mission
What It Is:
Your mission defines what your brand does, for whom, and how — it’s the daily work that brings your purpose to life. It’s more practical and action-oriented than the purpose.
How to Define It:
Ask yourself:
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- What do we do every day to fulfill our purpose?
- Who do we serve, and how do we serve them?
- What makes our approach unique?
Formula:
“Our mission is to [what you do] by [how you do it] for [your target audience].”
Example:
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- Google: “To organize the world’s information and make it universally accessible and useful.”
- Tesla: “To accelerate the world’s transition to sustainable energy.”
- Your Example: “Our mission is to help entrepreneurs craft unique, scalable brands through easy-to-use, affordable design tools.”
3. Brand Values
What They Are:
Your values are the guiding principles and beliefs that shape how your brand behaves — how you make decisions, treat customers, and operate as a team.
How to Define Them:
Ask yourself:
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- What behaviors and attitudes do we expect from everyone on our team?
- What principles are non-negotiable?
- How do we want customers to describe our brand’s personality?
Examples of Core Brand Values:
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- Integrity – We do what’s right, always.
- Innovation – We challenge the norm to create better solutions.
- Sustainability – We act responsibly for people and the planet.
- Inclusivity – Everyone deserves to be seen, heard, and valued.
- Excellence – We aim for quality in everything we do.
Example (for a creative design brand):
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- Creativity: We believe great ideas can come from anywhere.
- Empowerment: We help people take control of their brand identity.
- Simplicity: We make complex design tools easy to use.
- Integrity: We’re transparent in how we work and communicate.
Putting It All Together
Here’s how your brand definition might look:
- Purpose: To empower entrepreneurs to build strong brands that inspire confidence and growth.
Mission: To provide accessible, intuitive design tools that make professional branding simple for everyone.
Values: Creativity, Empowerment, Simplicity, Integrity.