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How can you build a brand legacy through your vision and mission statement?

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Your brand is more than just a logo, a name, or a product. It's a story, a promise, and a legacy that you create and share with your audience. But how do you define and communicate your brand's purpose, values, and goals? How do you inspire and connect with your customers, employees, and partners? How do you stand out from the competition and make a lasting impact? One of the most powerful tools to answer these questions is your brand vision and mission statement. In this article, you'll learn what they are, why they matter, and how to craft them to build a brand legacy.

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Akansha Gandotra

Global Marketing, Employer Branding & Communications Professional | Enhancing Recruitment Marketing at Commonwealth…

1 What is a brand vision statement?

A brand vision statement is a clear and concise expression of your brand's ultimate aspiration. It's what you want to achieve in the long term, how you want to change the world, and what you stand for. A brand vision statement is not a specific goal or a strategy, but a guiding principle that shapes your direction and decisions. It's also not a slogan or a tagline, but a statement that communicates your brand's essence and identity. A good brand vision statement is inspiring, ambitious, and memorable.

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Liz Jones, MBA, CCWP

Senior Marketing Leader | Omnichannel and Lifecycle @ SIA |
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The brand vision statement is the compass that guides the team and business, so it needs to be clear, concise, and easily understood. When I've created vision statements, I've found it useful to consider core values and principles first so the vision statement can communicate not just what we want to achieve but also why we want to achieve it. When our vision and values align, it fosters authentic trust, which is crucial for building a lasting brand legacy. It's not about quick wins but about the enduring impact we want to leave on our industry, society, and the lives of our customers.

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2 What is a brand mission statement?

A brand mission statement is a specific and actionable declaration of your brand's core function. It's what you do, how you do it, and why you do it. A brand mission statement is not a list of products or services, but a statement that explains your brand's value proposition and impact. It's also not a generic or vague statement, but a statement that differentiates your brand from others and aligns with your vision. A good brand mission statement is clear, concise, and compelling.

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3 How to create your brand vision statement?

Crafting your brand vision statement requires some reflection and brainstorming. Consider your brand's purpose, values, and goals in relation to your audience's needs and desires. To begin, ask yourself why your brand exists and what positive change you want to make in the world. Aim for a big, long-term aspiration that is specific and authentic to your brand. Use simple and powerful words to capture your brand's essence and identity in a short, memorable statement. Avoid jargon, clichés, and vague terms. Refine the statement until it accurately reflects your brand's personality and voice.

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4 How to create your brand mission statement?

Creating your brand mission statement requires some analysis and clarity. You need to consider your brand's function, strategy, and impact, as well as how they relate to your vision and your audience. To craft your brand mission statement, start by thinking about what your brand does, how it does it, and who you are serving and influencing. Then, write a draft of your mission statement with clear and concise words. Make sure to avoid technical, generic, or irrelevant details, and keep it short and compelling. Review and edit it until it explains your brand's function and impact.

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5 How to use your brand vision and mission statement?

Creating your brand vision and mission statement is not enough. You need to use them to guide your brand strategy, communication, and culture. Your brand vision and mission statement should be used as a filter for decisions and actions. Ask yourself if the challenge, opportunity, or dilemma aligns with the statement. Use it as a tool for communication and storytelling when crafting messages and tone to connect with your audience. Additionally, use it as a source for culture and engagement when hiring, training, or motivating employees. Inspire and empower your team to foster a sense of belonging and purpose.

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Akansha Gandotra

Global Marketing, Employer Branding & Communications Professional | Enhancing Recruitment Marketing at Commonwealth Bank of Australia | Social Media & Communications Innovator
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Having experienced many organisation's brand choices, I have definitely understood one thing- make your vision, mission statements- the hero! Making them the centre of everything you do will not only increase and enhance the brand recall but will set the tone right. It isn't just helping you put forward your proposition in front of your desired talent cohorts and audience but makes your voice stronger explaining what the brand stands for.

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Sara Balcazar-Greene

MBA - Brand Growth Strategist - Critical Thinking - Multicultural Engagement - Problem-Solving - 20+ Years Driving Business Growth
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In practical terms, your brand mission serves as a critical filter for your business practices, guiding decision-making. It ensures that each choice made aligns with your brand's fundamental purpose. Meanwhile, your brand vision acts as a guiding light, illuminating the path you aim to follow. To create a lasting legacy, continually assess whether your business decisions are in harmony with the direction your vision sets forth. This alignment between mission and vision is the cornerstone for establishing a brand that leaves a significant and enduring mark in your industry.

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Liz Jones, MBA, CCWP

Senior Marketing Leader | Omnichannel and Lifecycle @ SIA |
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The biggest piece here is integrate your vision into your strategy across the organization. Your vision statement should not exist in isolation but should be integrated into the overall business strategy and laddering KPIs. It should influence your product development, marketing campaigns, and customer experiences. Your vision should be reflected in every decision and action you take as an organization.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build a brand legacy through your vision and mission statement?

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1 What is a brand vision statement?

2 What is a brand mission statement?

3 How to create your brand vision statement?

4 How to create your brand mission statement?

5 How to use your brand vision and mission statement?

6 Here’s what else to consider

Brand Strategy

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How can you build a brand legacy through your vision and mission statement?

1

2

3

4

5

6

1 What is a brand vision statement?

2 What is a brand mission statement?

3 How to create your brand vision statement?

4 How to create your brand mission statement?

5 How to use your brand vision and mission statement?

6 Here’s what else to consider

Brand Strategy

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