“Brand Mission” can be an intimidating phrase to organisations set on exploring who they truly are, as it provokes thoughts of grand promises that we can’t keep and plans that are simply too bold. But there’s something we need to get straight. We’re not all Bob Geldolf, we’re not all gonna change the world, and most of us aren’t going to do something that will see us nominated for a Nobel Prize.
At Notepad we believe that your brand can be an unfair advantage, and building a strong brand mission is one of the most integral parts in achieving this goal.
If you’d like to speak about your brand then get in touch with our Client Services Director, Juliette Neault, at [email protected]. By defining what sets you apart and expressing this in unforgettable ways, your brand gives everyone a reason to take notice and leaves your competitors scrambling around in the dirt.
Without any further ado, let’s get into all things brand mission, how to define yours, and how to make it great.
As a branding agency, we’ve seen the good, the great, and the truly questionable when it comes to rebrands (not from us we might add!). And whilst it’s easy to poke fun at failed logos and awkward name changes, each misstep offers valuable lessons in strategy, communication, and design.
But that isn’t the point…
Everyone of us, as brands, should make some difference in the lives of our clients and customers, otherwise we shouldn’t exist. Be it the small gains, the support you can offer, or the experiences we can give. No matter what that difference is, your brand mission should make a statement to your audiences that sets out your ambitions and standards in stone.
At Notepad we believe that your brand can be an unfair advantage, and building a strong brand mission is one of the most integral parts in achieving this goal.
If you’d like to speak about your brand then get in touch with our Client Services Director, Juliette Neault, at [email protected]. By defining what sets you apart and expressing this in unforgettable ways, your brand gives everyone a reason to take notice and leaves your competitors scrambling around in the dirt.
Without any further ado, let’s get into all things brand mission, how to define yours, and how to make it great.
Defining your mission
A brand mission is the single, unambiguous statement that explains why your business exists beyond making money. It’s not a slogan, it’s not a vision of the far-off future, it’s the reason, in the here and now, that you get out of bed in the morning.
To define yours, strip away the jargon and focus on the outcomes you create for the people you serve.
Ask yourself, “What change do we make in their world? And why does that matter?” Then write it in plain, human language so your team and your external audiences can understand it, see its value and remember it.
If it feels overcomplicated then you haven’t nailed it yet. Take Slack’s brand mission…
They’re not promising to fix the economy or reinvent the meaning of work, just to make the day-to-day smoother for millions of teams. It’s bold because it speaks directly to a universal frustration, engages audiences on an emotional level and you understand it instantly.
That’s the sweet spot. A mission that’s easy to remember, grounded in what you actually deliver, and powerful enough to rally people behind it.
Your mission is your compass
A strong brand mission is the filter for every decision you make. It’s what you use to decide whether to launch a new product, enter a new market, or walk away from an opportunity. If it doesn’t take you closer to your mission, is it going to help your business in the long run?
It’s also a tool for alignment. Internally, it keeps your team pulling in the same direction and gives them a reason to care beyond the day-to-day tasks. Externally, it tells customers exactly why you exist and gives them confidence that you’ll deliver on your word.
Without a mission, you’re guessing. With one, you’ve got direction.
The payoff of getting it right
When your mission is clear and lived:
Your team is more engaged because they know the ‘why’ behind the work
Your audiences trust you because your actions match your promises
Your decisions are faster because you know what fits and what doesn’t
Don’t take our word for it? then here’s some stats that are hopefully true because they sound really good.
Businesses with clear mission statements grow as much, or more than their peers, with over 90% reporting growth and profits at or above industry average (THM SEO Agency)
Motivated teams matter: 63% of staff in mission-driven organisations say they feel inspired, versus just 31% where the mission is weak or absent (THM SEO Agency)
Purpose builds loyalty: 65% of consumers feel an emotional connection when a brand stands for something they value, and 81% want to trust before they purchase (Amra and Elma LLC)
Engagement drives performance: Employees who see their work aligned to purpose are 3.5 times more likely to be engaged and companies perform significantly better, think 147% higher earnings per share (Gallup and Deloitte)
These are not soft, feel-good stats. They show that when your mission is clear, credible, and lived, it becomes your growth engine. Firing up your people, building trust with customers, and sharpening your competitive edge.
If you’re ready to build you mission, again, you can speak directly to our Client Services Director, Juliette Neault, at [email protected].
We’ll help you define it, embed it, and make it unforgettable.
Thanks for reading!
That’s the sweet spot. A mission that’s easy to remember, grounded in what you actually deliver, and powerful enough to rally people behind it.
Your mission is your compass
