While the brand vision outlines the aspirations of the brand for the future, the brand mission defines the brand’s commitments for today.
The goal of the brand mission is to define that commitment.
The brand mission is documented in the brand mission statement, which, like the vision statement is an internal document.
The mission provides clarity for the brand leaders and personnel about the consistent commitments it must deliver on to achieve the future vision.
When a brand is clear on its commitments, it shows up in its actions and forms part of the brand’s reputation.
For example, Patagonia is a well-established lifestyle brand that produces outdoor, camping and climbing apparel brand.
Founded by climber and brand leader Yvon Chouinard in 1973, the brand has very strong roots in protecting the environment.
The Patagonia brand mission, as outlined in their brand mission statement is to:
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
This mission has been the driver behind shaping Patagonia’s business processes and marketing to align with their commitment.
Today, many brands have jumped on the “Sustainability” bandwagon without much to show for it.
Patagonia however, is an example of how the brand mission can not only form an important part of the brand strategy but can be the driver behind that strategy’s success.