Every brand needs to find their true voice, their real identity. You can’t be everything to everyone so stop trying. Your mission and vision statement should hold the key to your real identity and the building blocks to everything your company creates, says, and does. A mission statement defines your reason for existing. It embodies the philosophies, goals, ambitions, and social values of your organization. A mission Statement answers three key questions: WHAT you do. WHO you do it for. HOW you do it. A vision statement is inspirational, think of a desired future state of being, what is your hope for your long-term achievements? A Vision statement should be: SHORT SIMPLE SPECIFIC to your business and leave nothing open to interpretation A few great samples of successful Mission + Vision Statements. APPLE Mission – Bringing the best user experience to its customers through innovative hardware, software and services. Vision – We believe that we are on the face of the earth to make great products, and that’s not changing. TESLA Mission – To accelerate the world’s transition to sustainable energy. Vision – To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. LINKEDIN Mission – To connect the world’s professionals to make them more productive and successful. Vision – to create economic opportunity for every member of the global workforce. What’s your voice? SPEAK UP.

Defined your brand is that gut feeling, that reaction someone has when your business' name is mentioned. It is the WHY you went into business. It isn't what you sell or how you sell it. It is the WHY, the story, the vision, the promise and purpose that defines you. The how and what come after the WHY. The why is what will build loyalty to your business or service. There is a great quote by Maya Angelou that nails branding on the head. "At the end of the day people won't remember what you said or did, they will remember how you made them feel."