Purpose, Mission & Vision: More Than Words

Purpose / Strategy

By Daniel Holbourn
Posted on 20/01/25

Most brands define these statements because, well, “that’s what you do.” But it’s not about ticking a box. When done right, these foundational pillars become the driving force behind every decision, conversation, and innovation.

Why They Matter

Customers and employees alike crave authenticity. A clear purpose, mission, and vision ensure everyone knows where you’re headed and why you’re doing it. This transparency drives alignment, sparks motivation, and sets you apart in a crowded market.

What Is Purpose?

Purpose is the fundamental reason your business exists beyond profit. It’s the core reason for being—the ultimate goal you’re trying to achieve. A strong purpose resonates both internally and externally, acting as a constant reminder of your greater “why.”

Read more about Purpose here.

What Is Mission?

Your mission outlines the approach and activities you engage in daily to achieve your purpose and move toward your vision. It’s what you do and how you do it—think of it as the practical engine that powers the day-to-day operations.

What Is Vision?

Vision is the aspirational future your business aims to create. It describes the long-term impact you want to make, painting a clear picture of where you’re headed. A compelling vision keeps everyone inspired and focused on the big picture.

Real-World Impact

Purpose, mission, and vision come to life when they shape your company culture. If your team truly understands these guiding statements, they’re more engaged and innovative. And from a customer perspective, brands that stand for something bigger than profit naturally attract loyal advocates.

Next Steps: Make Your Mark

Ready to define—or refine—your brand’s foundations? Grab our Make Your Mark® – Workbook 1. Purpose, Mission & Vision →. It’s a practical, hands-on guide to discovering what truly drives your organisation.