A brand mission is a statement that provides direction when making decisions or planning for the future. It also acts as a benchmark for stakeholders in the business when evaluating whether the right choices have been taken or how much progress has been made in achieving the goals of the business or organisation.
The following questions should form the basis of developing a mission statement:
- “What do we do?”
- “How do we do it?”
- “Who do we do it for?”
- “What value are we providing?”
