Brand mission

Content

• What is a brand mission?
• Differences between mission, values, and vision
• Why brands should develop a mission
• Types of brand missions
• How to develop a brand mission

What is a brand mission?

A brand mission represents the fundamental purpose of a company, emphasizing its value for people and society as a whole. It answers the key question: "Why do we exist and what benefit do we bring?". For example, the online school Skyeng aims to make the learning process more engaging by creating a unique educational experience and inspiring people to achieve new goals.

Differences between mission, values, and vision

It is important to distinguish between a brand's mission, values, and vision, as each of these concepts serves its own function in defining the company's strategy.

Mission

The mission is a global goal that defines how the company plans to provide benefits. For example, the mission of the bank "PSKB" is to assist business leaders in achieving success and creating economic value.

Values

Values reveal the ideals that underlie the mission. They answer the question "What do we believe in?". For instance, the company's values may include partnership and mutual responsibility.

Principles

Principles are the specific rules that the company follows. For example, "VkusVill" interacts with customers based on the principles of simplicity and honesty, providing them with clear information about its products.

Vision

The brand vision is a picture of the future that the company strives to achieve. For example, the bank "VTB" sees itself as a universal financial group and a primary partner in the market.

Why brands should develop a mission

Developing a mission is important because it allows:

• Define development directions. The mission serves as a vector that directs the company's actions and helps formulate its goals. For example, "Dodo Pizza" includes in its mission the development of a culture of openness by installing webcams in kitchens.
• Differentiate from competitors. The mission highlights the unique features of the brand among others. For example, Lamoda emphasizes the accessibility of fashionable clothing for everyone.
• Increase brand loyalty. Having a mission demonstrates that the company cares not only about profit but also about social benefit. For instance, Tesla aims to accelerate the transition to sustainable energy.
• Develop corporate culture. The mission unites employees, fostering team spirit and inspiring them to achieve common goals. Sberbank emphasizes the personal and professional goals of its employees.

Types of brand missions

There are four main types of brand missions, depending on their content:

• Purpose: Defines the reason for the company's existence. For example, OZON aims to improve people's lives.
• Orientation: Describes values and corporate culture. "Lenta" combines its mission and values into a unified approach.
• Policy: Includes the company's development strategy. The mission of "RZD" is part of their overall strategy.
• Benefit and value of products: Based on the advantages of goods and services. NIVEA, for example, focuses on skin protection and environmental friendliness.

How to develop a brand mission

Creating a mission involves several steps:

1. Characterize the brand. Answer key questions about the company's activities, its products, and target audience.
2. Formulate the overall message. Create text that reflects the values and uniqueness of the brand.
3. Test and refine the message. Gather feedback from employees and clients about the formulated mission.
4. Publicize the mission and integrate it into operations. Publish the mission on the website and use it in communications.

For example, the developer "PIK" formulates its mission as the desire to create comfortable and sustainable living conditions, supporting this statement with real actions, such as investments in ecological startups.