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Why your brand vision and mission statement matters now more than ever

On a scale of 1-10, how connected do you feel to your vision and mission statements? If you’re like most individuals and businesses, I probably already lost you. Many brands don’t have these two vital statements, or at least not clear and intentional versions that will serve as a cornerstone for growth.

While we’re the first to advocate for locking in your brand color palette or social media strategy, we recognize now more than ever how important it is to first take a step back and make sure you have your values in check. To scale anything intentionally, you will want to have the why, how, what, and who of your brand solidified - aka, your vision + mission.

A clear Vision and Mission statement can:

  • Strengthen internal company culture through a unified sense of purpose.

  • Help you make strategic decisions without having to think twice if they are aligned with the bigger picture.

  • Enhance relationships with your audience through a shared understanding of values.

Let’s break this down, shall we?


Your highest values are key to helping you define and meet your goals. They will form your company culture, attract a like-minded team and audience, and drive how your brand operates.

Positive company culture is linked to higher employee retention and increased engagement. So having a core set of values is no longer a “nice to have” option for businesses that want to succeed - they’re integral.

Values also drive business decisions, which in turn affects how your audience sees you. For example, if one of your values is equality, but you choose to ignore social injustice, you aren’t living up to your brand values. (Yep, we said it).

For your brand’s values to be sincere, they need to be more than just a pretty bulleted list on your company’s ‘About’ page. Everything you do needs to be an embodiment of them - and you have to live those values every. single. day.

So when we say #BlackLivesMatter, it wasn’t something we meant for just a week. Celebrating our differences is one of our cornerstone values here at Brydge, and we strive to weave this value into all of our messaging & decision making.

The decisions you make turn your brand’s values, vision, and mission into something tangible for your audience. It humanizes your brand and shows your audience what you care about, what your purpose is, and the direction you’re headed.

Vision Statement

Your vision is your north star, if you will. Even if you don’t have a business yet and you are just in the idea phase, consider creating a statement for your life. What is your life’s vision? Think of your ‘why’ and ‘how.’

A vision statement = a one-sentence statement describing the clear and inspirational long-term desired change resulting from an organization or program’s work.
Example: To organize the world’s information and make it universally accessible and useful. ––Google

Mission Statement

Your company’s purpose, its reason for existence, and the difference it strives to make in the world should all be defined in its mission statement.

In other words, your mission statement should explain what you do and who benefits from your business. It will help you stay focused in the day-to-day while working towards your vision.

Mission statement = a one-sentence statement describing the reason your organization exists (what you do and who you do this for).
Example: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. ––Patagonia

If you want to scale an authentic brand, it’s time to define clear and intentional vision and mission statements–– your vision being the dream, and your mission the doing. During times of uncertainty and social unrest, your brand strategy may change, but your values should remain rock steady.

We hope this quick read has helped you evaluate what your brand stands for and ultimately, empowers you to stay true - no matter the waters we navigate.