The purpose, the vision and the mission of your brand

To break down your company mission, it consists of three parts;

the purpose, the vision and the mission of your company.

The Company Purpose should answer the question “Why” 

Why does your company exist, and will there be a void of some sort if it ceased to exist? So as you can see, the purpose statement deals with the big picture and the very core questions of your companies’ purposeful existence. 

To be clear here, the purpose, should not merely be to make money and keep the economy moving, it should be something meaningful, something that will inspire and create positive change in the world in a certain way, or fill a need where there is one. 

The purpose, as the big picture, is different from business strategies and goals, as these are all relatively short term milestones. The purpose should remain the same over a long period of time throughout the business existence, with the smaller goals and strategies aligned with it.

An example of a company purpose could be: ” To help the world move towards a more eco-friendly way of life”


The Company Vision  should answer the question “What” 

The vision is the next step forward from the purpose. Now you are looking more deeply at what your company wants to accomplish. A more detailed list of goals, focusing on the outcome of actions while staying aligned with the purpose.

If the purpose is” To help the world move towards a more eco-friendly way of life” the vision would break this apart into the desired outcomes. 

These could be, for example: 

  • To spread the technology for recycling plastic into energy across the globe.
  • Make these technologies one of the mainstream ways to generate power. 


The Company Mission should answer the question “How” 

The mission is a detailed description of how your company gets to the vision, to fulfil its’ purpose.

We can see many companies who have created their company mission statement, without really thinking about the purpose and the vision. It is easy to make a plan and do something – but without keeping the end goal and the purpose in mind, it is easy to slide off course. It is also much easier to show your audience very quickly and clearly what you are all about. 

The mission will outline how the vision is achieved, whether it would be by inventing new technologies for generating power from plastic or applying the existing methods in the new power plants that will be built across the world.


What is the company mission statement? 

Most company mission statements are between one and three sentences, never exceeding 100 words. The best mission statements are typically a single concise sentence, so keep this in mind when crafting yours. 

A good company mission statement should always be persuasive, encouraging, strategic, achievable and unique, to be memorable and easy for people to understand. 

It should provide clarity behind the “what”, the “who” and the “why” of your company that we discussed above. 

As mentioned above, everything you do as a company should work towards your companies’ purpose. This is why understanding how to write a company mission statement is so valuable. 

Whether you’re a small or large business, a company mission statement is essential for unifying employees’ efforts to achieve a common long-term goal. A company mission or a brand mission statement is a concise summary of an organisations’ goals and values that helps to define the company’s purpose, as well as guide employees’ work. 

A company mission statement is in unifying all employees’ efforts towards a common long-term goal — it is also an opportunity for a company to outline its plans, ethics and culture to customers and stakeholders.

Here are some of the most famous company mission statements for inspiration: 

Tesla: – “To accelerate the world’s transition to sustainable energy.”

PayPal: – “To build the web’s most convenient, secure, cost-effective payment solution.”

Nike: – “Bring inspiration and innovation to every athlete in the world.* or *If you have a body, you are an athlete.”

Loreal: – “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety”

Ferrari: – “To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road.”


Be transparent with your company mission.

Transparency is so essential for modern brands. We live in an era of information, and our customers are more and more interested in companies motives behind the scenes. Everyone wants to do their part in improving the world, whether by starting a world-changing company with a bright vision or by supporting them by purchasing their products.

This is why it is good to present what your company is all about in an interesting and engaging way.


Use eBrochures to present your company mission.

Consider telling your brand’s story using eBrochures.

We would love to help you communicate the important stuff in a fun and interactive way, using videos, animations and stunning imagery combined with strategically placed messaging. 

Whatever your brand’s look and feel, we can make it look stunning as an eBrochure. 

You can add it to your website, send it in client introduction emails and share it on social. And after all that, you can see the stats from your very own Google analytics portal. 


eBrochures is a Product of MMR, a small creative agency in South Melbourne. Alongside eBrochures, MMR also created Datacleanse.com.au and live-book.com.au


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