Mission
A mission statement explains what your organisation does, who it serves, and how, today. It’s your brand’s here-and-now focus, not a far-off dream.
Why it matters
Mission guides daily decisions and priorities. It helps teams stay aligned, and shows the outside world what you’re actually doing, not just what you believe in.
Analogy:
If your brand purpose is the North Star, your mission is the map charting the course you’re taking to get there.
See also
Brand purpose • Vision • Brand strategy
