How to write a Brand Mission

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A flower that represents Craft with the text "Brand Mission" beneath it.

A three step process for writing a brand mission statement.

Step One: Define the Target Audience

A brand cannot be successful if it does not know who it is servicing and why.

In order to successfully define a target audience, you must define them, research and interview them, create personas and refine the definition of the target audience.

Please note that target audiences change over time and must be updated periodically to make sure you understand who you are serving.

A valuable product that may be synthesized from the user research is a value proposition canvas, which will help you understand the pains and needs of the target audience.

Additionally, if you are unsure that you are creating something of value, we recommend that you consult the post on our process for finding a product-market fit.

It is recommended that you do not proceed until the target audience is clearly defined, researched, personified and documented.

Step Two: Create the Brand Pyramid

A brand pyramid broken down into its parts. Core functionality is at the bottom and is defined as the products and services offered by the brand. The rational benefits one tier above the core functionality and is defined as the tangible benefits that the brand offers over its competitors. A tier above the rational benefits are the emotional benefits that are described as how the customer should feel when interacting with the brand. Above emotional benefits is the personality which is described as adjectives and phrases to personify the brand. Finally, at the top is the brand essence, which is described as the mission statement or core values.

To help you dive deeper into the brand, its purpose, meaning and value, we recommend that you craft a brand pyramid.

A brand pyramid clearly describes the brands:

  • Core Functionality.
  • Rational benefits.
  • Emotional benefits.
  • Personality.
  • Essence.

Step Three: Write the Brand Mission Statement

Combine the products of research synthesis (i.e. personas and value proposition canvas) and the brand pyramid to craft a brand mission statement that speaks to the target audience.

For examples of brand mission statements consult the post below.

Looking to create a brand or rebrand an existing brand?

Consult the guide below to learn more about what it takes to create a brand or rebrand an existing one.

Looking to learn more about Branding, Design, Strategy and Innovation?

Search our blog to find educational content on branding, design, strategy and innovation.

Any Questions?

We are actively looking for feedback on how to improve this resource. Please send us a note to inquiries@delasign.com with any thoughts or feedback you may have.
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