Brand Building Starting Line

KEY TAKEAWAYS

• Begin by writing an inspiring purpose statement, followed by defining values, crafting a mission statement, and then a vision statement.
• If your company seeks alignment with its deeper values and long-term societal impact, start with purpose.
• Purpose: Establishes the core reason for existence.
• Values: Defines the ethical principles and beliefs that guide behavior.
• Mission: Focuses on current objectives and actions.
• Vision: Outlines future aspirations and long-term impact.

‍CONTENTS

• Purpose vs Vision Driven
• Differentiating Purpose, Vision, Mission, and Values Statements
• Quickfire Step-by-Step Overview

Whether your business is brand new or has been operating for a while, there comes a time to get serious about your brand. You want to build a resonant identity that reflects the authentic nature of your business. Maybe you even feel excited about the process, but there’s just one problem—you’re not sure where to start.

While there are countless activities involved in building a strong brand, you don’t need to be a marketing expert, and you may not want to hire an outside agency to shape the personality and soul of your business. You have ideas but might feel uncertain about which ones to focus on first.

If you want to actively participate in the process but need a starting point, this article is for you. Let’s begin!

Purpose, Values, Mission, Vision: The Core Framework

I recommend starting with an inspiring purpose statement, followed by values, a mission statement, and finally, a vision statement.

There’s debate on whether companies should craft a purpose or vision statement first, with valid reasoning on both sides. However, I find that most of the businesses I work with are purpose-driven and want to build a values-aligned brand. This sequence—purpose, values, mission, vision—ensures that your company’s core reason for existing informs your objectives and long-term goals.

Purpose First

Proponents of starting with the purpose argue that it serves as the foundation on which everything else is built. Purpose defines why your company exists beyond making a profit, which in turn informs your mission, values, and vision.

• Purpose first provides:
  • Foundational clarity on your core reason for existence.
  • Guidance for your mission (what the company does) and vision (where the company wants to go).
  • A connection to broader societal or environmental goals, offering a sense of legacy or long-term impact.

Vision First

On the other hand, those who advocate for starting with the vision believe that a vision statement offers a long-term direction for the company. Defining where the company wants to be in the future allows teams to work backward to establish the purpose and mission.

• Vision first benefits:
  • An aspirational North Star for the organization.
  • Backcasting, where you identify the necessary steps to reach the ideal future.
  • Freedom for the founding team to remain flexible in strategy without being restricted by the "how" and "why" from the outset.

Ultimately, if your company seeks alignment with its values and societal impact, I recommend starting with purpose. Purpose-driven companies tend to make more thoughtful decisions that avoid harm to their communities, employees, or the environment.

Step-by-Step Framework

Crafting purpose, values, mission, and vision statements requires a deliberate process. Each element builds upon the others to guide internal decisions and external communications. Here’s the recommended order:

1. Purpose: Why Does Your Company Exist?

• Definition: The purpose statement articulates the fundamental reason for your company’s existence beyond making money. It answers the question: Why are we here?
• Why First?: Purpose serves as the cornerstone, encapsulating your company’s driving force. This clarity informs the development of your values, mission, and vision.

2. Values: What Does Your Company Stand For?

• Definition: Values are the core principles that guide your company’s behavior. They shape how you operate internally (with employees) and externally (with customers and partners).
• Why Second?: Once your purpose is established, defining values ensures that actions reflect your core beliefs, guiding daily decisions and shaping company culture.

3. Mission: What Does Your Company Do and How?

• Definition: A mission statement focuses on the present—what the company does, for whom, and how it provides value. It answers: What do we do, who do we serve, and how do we do it?
• Why Third?: The mission operationalizes the company’s purpose and values, translating them into actionable goals.

4. Vision: Where Does Your Company Want to Go?

• Definition: The vision statement outlines long-term aspirations and the impact the company seeks to create. It answers: Where are we going?
• Why Last?: The vision is forward-looking and builds on purpose, values, and mission, acting as the company’s guiding star.

Quick Fire Process

To facilitate the creation of these statements, follow this streamlined process:

1. Choose a team and facilitator: Select core leadership members to participate and assign a facilitator to guide discussions and compile ideas.
2. Define purpose first: Brainstorm on the company's core reason for existing. This will anchor the overall vision, mission, and values.
3. Establish values: Clarify the ethical principles guiding the company’s behavior.
4. Craft the mission: Identify the company’s current objectives and how it serves its customers.
5. Create the vision: Imagine the future impact of the company once its purpose is fully realized.
6. Refine and sleep on it: Review drafts, allow time for reflection, and reconvene to finalize.
7. Seek feedback: Gather input from employees and stakeholders to refine the statements.
8. Publish and integrate: Communicate these core statements clearly, integrating them into company culture and operations.

If you’re ready to begin crafting your own statements, I offer downloadable step-by-step guides and worksheets to walk you through the process. Alternatively, I can lead your team in a one-day branding bootcamp or a three-day management retreat for more in-depth guidance.

Conclusion

The clarity and purpose behind your company’s branding foundation are vital to building long-term success. Whether you choose to start with purpose or vision, being deliberate and values-driven in your approach will create a meaningful, resonant brand.

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