In the world of branding, developing your brand’s values, mission, and vision is essential for success. These elements define who you are as a brand, what you stand for, and where you are headed. They create a framework that guides your business decisions, from the products and services you offer to the way you interact with customers.
But how do you develop your brand’s values, mission, and vision? It’s not as simple as sitting down and brainstorming a few catchy phrases. Instead, it requires a deep understanding of your business, your audience, and your industry. In this article, we’ll explore the steps you can take to develop your brand’s values, mission, and vision, and how some of the world’s most successful brands have done it.
Step 1: Identify Your Brand’s Purpose
The first step in developing your brand’s values, mission, and vision is to identify your brand’s purpose. What problem does your brand solve? What need does it fulfill? What motivates you to do what you do?
Your purpose should be the foundation of your brand. It’s the reason you exist, and everything else should flow from it. For example, the outdoor brand Patagonia has a clear purpose: to build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis. Their purpose drives everything they do, from their product development to their activism efforts.
Another example is TOMS, a brand that sells shoes and eyewear. Their purpose is to improve lives through business. For every product purchased, TOMS gives a product to someone in need. Their purpose is at the heart of everything they do, from their product development to their giving programs.
To identify your brand’s purpose, ask yourself:
What problem does your brand solve?
What need does it fulfill?
What motivates you to do what you do?
Step 2: Define Your Brand’s Values
Once you have identified your brand’s purpose, the next step is to define your brand’s values. Your values are the principles that guide your behavior as a brand. They are the beliefs and philosophies that underpin everything you do.
For example, Nike’s values include innovation, sustainability, and diversity. These values guide everything they do, from their product development to their marketing campaigns. Nike’s “Move to Zero” campaign is an example of how they are using innovation and sustainability to reduce their carbon footprint.
Another example is Ben & Jerry’s, a brand that sells ice cream. Their values include social justice, environmental sustainability, and economic justice. These values guide everything they do, from their product development to their advocacy efforts. Ben & Jerry’s “Justice Remix’d” campaign is an example of how they are using their values to raise awareness about criminal justice reform.
To define your brand’s values, ask yourself:
What principles guide your behavior as a brand?
What beliefs and philosophies underpin everything you do?
What are the key themes that run through your brand’s purpose?
Step 3: Craft Your Brand’s Mission Statement
Once you have defined your brand’s purpose and values, the next step is to craft your brand’s mission statement. Your mission statement is a clear and concise statement that outlines what your brand does, who it serves, and how it does it.
For example, Airbnb’s mission statement is “to create a world where anyone can belong anywhere.” This statement is simple, clear, and speaks to the heart of what Airbnb does. It defines their audience (anyone), their offering (belonging), and their unique value proposition (anywhere).
Another example is Warby Parker, a brand that sells eyewear. Their mission statement is “to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.” This statement defines their product (designer eyewear), their pricing strategy (revolutionary price), and their values (social consciousness).
To craft your brand’s mission statement, ask yourself:
What does your brand do?
Who does it serve?
How does it do it?
What makes your brand unique?
Step 4: Develop Your Brand’s Vision
The final step in developing your brand’s values, mission, and vision is to develop your brand’s vision. Your vision is a forward-looking statement that outlines where your brand is headed and what it hopes to achieve.
For example, Google’s vision is “to organize the world’s information and make it universally accessible and useful.” This statement defines what Google hopes to achieve (organize the world’s information), how it will achieve it (make it universally accessible and useful), and the impact it hopes to have on the world.
Another example is Tesla, a brand that sells electric vehicles. Their vision is “to accelerate the world’s transition to sustainable energy.” This statement defines what Tesla hopes to achieve (accelerate the transition to sustainable energy), how it will achieve it (through its products and services), and the impact it hopes to have on the world.
To develop your brand’s vision, ask yourself:
Where do you see your brand headed in the future?
What impact do you hope to have on the world?
How will your brand achieve its goals?
Examples of Successful Brands with Strong Values, Mission, and Vision
Now that we’ve explored the steps to develop your brand’s values, mission, and vision, let’s take a look at some examples of successful brands that have done it well.
Apple
Apple is a brand that needs no introduction. Their values include innovation, design, and simplicity. Their mission statement is “to bring the best user experience to its customers through its innovative hardware, software, and services.” Their vision is to “make the world’s best products that enrich people’s lives.”
Patagonia
Patagonia is an outdoor brand that is committed to sustainability and activism. Their values include environmentalism, quality, and integrity. Their mission statement is “to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Their vision is to “use business to inspire and implement solutions to the environmental crisis.”
Warby Parker
Warby Parker is a brand that sells eyewear and is committed to social consciousness. Their values include authenticity, creativity, and social responsibility. Their mission statement is “to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.” Their vision is to “transform the eyewear industry and make affordable, stylish eyewear accessible to everyone.”
TOMS
TOMS is a brand that sells shoes and eyewear and is committed to improving lives through business. Their values include empathy, collaboration, and action. Their mission statement is “to improve lives through business.” Their vision is to “create a world where everyone has the opportunity to thrive.”
Developing your brand’s values, mission, and vision is essential for success. These elements create a framework that guides your business decisions, from the products and services you offer to the way you interact with customers. By following the steps outlined in this article, you can develop a clear and concise set of values, mission, and vision for your brand. And by looking to successful brands that have done it well, you can gain inspiration and insight into how to make your brand stand out in a crowded marketplace.