Brand mission: Making a meaningful impact

A brand mission is more than a statement; it serves as the bedrock of a brand’s identity, purpose and vision. Like a lighthouse guiding ships through turbulent waters, a mission illuminates the path to achieving goals, fostering growth and making a meaningful impact in the world.

Defining Business, Driving Change

A mission-driven brand harnesses the commercial prowess of companies to address shared social and environmental challenges (B Corporation; 2016). At its pinnacle, a compelling mission not only defines and differentiates your brand but also embodies an activist mindset, distinguishing it as a leader in today’s dynamic business landscape (Hayman and Giles; 2016:11).

In the twenty-first century, profitability is no longer the sole pursuit of successful brands; many now embrace social change as their raison d'être. They need to be "remarkable" to garner attention, actively contributing to their operating environment through purposeful actions that benefit society (Godin, 2003).

Brands like Patagonia exemplify this ethos with their mission to "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis", positioning themselves as innovators, motivators and disruptors.

Forging Connections

A robust mission not only catalyses change but also cultivates profound connections within and beyond organisations. As Simon Sinek aptly stated, "People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe."

In today's organic brand landscape, trust alone is insufficient. Brands must imbue their actions with "meaningfulness" to cultivate loyalty and popularity (Havas, 2016). Consumers seek brands that enhance their lives and contribute positively to society, rewarding those that align with their values. In fact, 81% of consumers prefer brands whose values resonate with their own, and 88% believe that brands should actively support global causes during crises (Amazon Ads, 2023). 

Pursuing purpose, however, doesn’t have to cost you profit. Nearly two-thirds of global consumers are willing to pay more for products from ethical companies, despite economic pressures (KPMG). With a powerful mission, organisations can build brand resonance, elevate above the competition and magnify their impact. 

The mission recipe

What makes a mission? We’ve identified the top seven traits that you can use to craft mission: 

1. Purpose: Purpose is the beating heart of a brand mission. It’s the “why” that propels a brand forward on its quest for vision. A clear and compelling purpose drives brand success and fosters resonance. 

2. Advocacy: Powerful brands embody a cause beyond making profit. They aim to make a difference in the world. A mission statement acts like a pebble thrown into a pond, creating ripples that extend far and wide.

3. Community: Strong missions are centred around community. Whether it’s uplifting youth or protecting the environment, they are about catalysing change in the spaces they inhabit, forging connections that endure. 

4. Conversation: A compelling mission sparks conversation. It should resonate in people’s minds, raising questions and piquing interest. Through conversations, ideas form that can change the world. 

5. Authenticity: Missions must authentically reflect the brand. They cannot be fabricated; instead, they emerge through a journey of self-discovery. The more unique the brand mission, the more powerful it becomes.

6. Transparency: A mission is a framework for accountability. By opening the curtains to reveal the brand’s mission and actions, brands can open an aperture for meaningful growth. 

7. Storytelling: Brand missions tell a story—not just about the brand itself but about its impact on the world. As humans are natural storytellers, sharing a brand’s mission story is vital for creating enduring connections.

Craft your mission to catalyse transformation through our Brand Vision Workshop. Pursue meaningful objectives that resonate and create a lasting legacy of positive change. Are you ready for takeoff?