Brand Purpose vs. Vision vs. Mission: What's The Difference?

It is no longer enough to simply provide products or services - consumers expect a lot more from the brands that they purchase from. If you want to cut through and create a loyal customer base, its becoming increasingly important to develop a clear and defied brand purpose, mission and vision. By sharing your purpose, consumers can can make an informed decision on whether or not they’d like to support your brand; and if they, you’ll have a loyal customer who believes in your brand. Vision, mission, purpose are often used interchangeably, but they are different concepts that work together to create a strong and meaningful brand identity.If you are hoping to build a successful brand that resonates with your customers and inspires your employees, it’s important to understand the difference between purpose and mission. This article provides valuable insights into ‘mission vision purpose’ and why they are important conepts. Whether you are an entrepreneur, marketer, or are interested in brand development, this article will help you gain a better understanding of how companies create and communicate their brand identity. As we delve into the meaning of each concept, throughout the article we’ll use The Body Shop, Tesla and Patagonia as examples.

Why: Brand purpose

Brand purpose is the reason why a company exists beyond making a profit. It defines the company's role in society and the impact it wants to have on the world. The statement will guide the company’s decisions and actions and will be visible through the brand’s marketing, messaging and even branding. In turn, a brand purpose will inspire customers to believe in the brand and support its mission. To develop a brand purpose, a company should ask itself, "What problem are we solving, and why does it matter?" The answer to this question should reflect the company's values, beliefs, and goals and should be authentic, meaningful, and achievable.Let’s take a look at how some brands put this into practice:

• The Body Shop is a prime example of a brand with a clear and meaningful brand purpose. The Body Shop's brand purpose is to enrich people's lives through natural, ethically-sourced and cruelty-free beauty products. The company's reason for existence is to make a positive difference in the world by promoting ethical and sustainable practices in the beauty industry.
• Tesla also has a very clear brand purpose - to accelerate the world's transition to sustainable energy. The company's reason for existence goes beyond just selling electric cars, but to create a sustainable future where renewable energy sources replace fossil fuels.
• Patagonia’s brand purpose is to save our planet by using business as a tool for positive change. The company's reason for existence is to tackle the environmental crisis by creating sustainable and responsible products, advocating for environmental protection, and inspiring other businesses to follow suit.

What: Brand vision

So, you’ve defined your brand purpose, now you need to work on your brand vision in order to help you achieve your purpose. The difference between vision and missionIs that a brand vision describes what a company wants to accomplish as a result of its brand purpose. It is a long-term goal that inspires and guides the company's strategy and decisions. A brand vision should be ambitious but realistic, and always align with the company's brand purpose.To develop a brand vision, a company should ask itself, "What do we want to achieve, and what will success look like?" The answer to this question should be specific, measurable, and time-bound. Now, let’s take a look at this in practice:

• The Body Shop’s brand vision is to be the world's most ethical and sustainable global business. The company aims to achieve this by creating a positive impact on the environment, society, and the economy. The Body Shop's vision is to lead the way in promoting ethical and sustainable business practices and to inspire other businesses to follow suit.
• Looking at Tesla; the company’s brand vision is to become the most innovative and sustainable energy company in the world. Tesla's vision is to create a world where sustainable energy is the norm, and fossil fuels are a thing of the past.
• Patagonia’s vision is to become a model for sustainable and ethical business practices that protect the environment and benefit society.

How: Brand mission

Lastly, if we take a look at purpose vs mission, think ofa brand mission as a roadmap that helps guide the brand's actions and decisions, whereas the purpose is more of an overarching concept. The mission encapsulates the reason why the brand exists, the problems it seeks to solve, and how it plans to achieve its goals. The difference between vision and mission is that the mission is a critical component of a brand's strategy, helping to guide its actions and ensure that it stays true to its purpose and vision.Going back to our examples;

• The Body Shop’s brand mission is to be a force for good in the world by empowering people to make a positive change. The company achieves this mission by creating high-quality, ethically sourced, and cruelty-free beauty products that are accessible to everyone. The Body Shop also advocates for causes such as human rights, animal welfare, and environmental protection.
• Looking at Tesla, the brand's mission is to design and manufacture the best electric vehicles and energy products in the world. To achieve this mission, Tesla focuses on innovation and sustainability. The company is constantly pushing the boundaries of electric vehicle technology, improving battery efficiency, and expanding its charging network to make it easier for people to switch to electric vehicles.
• Patagonia’s brand mission; “we’re in business to save our home planet” embodies both its brand purpose and vision, reflecting its commitment to using business as a force for good to protect the environment and create a sustainable future for all. The company achieves their mission by making products that are environmentally responsible, sourcing materials from sustainable sources, reducing waste and carbon emissions, and supporting environmental causes.

We can help you create a purpose-driven brand

In conclusion, understanding the difference between a brand's purpose, vision, and mission is crucial for any business looking to create a strong brand identity. At Don’t Panic London, we specialise in creating purpose-led campaigns that help businesses achieve their goals while making a positive impact. If you're interested in learning more about how we can help you create a purpose-driven brand, take a look at our portfolio and get in touch with our team. Remember, creating a purpose-led brand is not just good for business, it's good for the world too.