How To Start & Grow Your Business

Creating a Brand Mission – Not a Mission Statement

From the Editor's Desk
Aug 27th, 2015

Brand Management

Team Climbing a mountain Photo Credit: Ribtoks

Simply put, brand missions create customers and drive businesses forward.

Brand missions should inspire employees and customers alike.

But don’t get it twisted – a brand mission is NOT a mission statement. Even with the best of intentions, freshly crafted mission statements tend to become “paper” clutter, filed away and never referred to again.

What it Looks Like

Your brand mission should be an overarching culture-setting philosophy: direct, simple, actionable and concise.

When done right, a brand mission provides strategic direction for your business, employees and customers. It also helps envision the outlook for a company including the opportunities that are currently available and what the future looks like.

Take all aspects of the business into consideration, including:

  • the direction of the market,
  • development of company opportunities,
  • value improvement and more.


Make it Actionable

Brand missions should provide actionable steps that help the company move forward, motivating both employees to strive for excellence and customers to keep coming back.

Actions to take should be clearly and directly defined. If a brand mission is successful, customers and employees should understand the brand mission – and sense it everywhere.

Brand loyalty is gained by firmly establishing what your company believes consistently, which earns the trust and passion of your customers.

You should be able to test your brand mission by asking yourself “Is this something our employees and customers can believe in and act upon?”

But don’t stop there. Brand missions need to also rocket to a fourth dimension and go further.

Bigger Picture

They should drive you to think outside the box, pushing the business’s goals to higher levels. Take Simon Sinek’s example from his bestselling book, “Start With Why”: imagine if the once booming railroad industry had embraced the broader mission of “providing transportation” rather than just “building railroads.”

With an expanded version of their brand’s mission, when commercial aviation technology emerged, railroad companies could have hypothetically introduced consumer air travel instead of sticking to the obsolete technology and becoming eclipsed.


With the right kind of brand mission, your company will develop a loyal following and stay relevant throughout all the changes to come. As Sinek says, “People don’t buy what you do; they buy why you do it. ”

About the Author

From the Editor's Desk

This article was written by a bizHUMM Staff Writer. We aim to provide practical tips that help solve your burning small business questions. If you have any suggestions or ideas for articles, please email them to: