The Step-1 to formulate any brand strategy, is to define your brand’s or your organisation’s Mission.
A mission statement is the purpose/s of being or starting an organisation. This statement is generally short and serves a dual purpose by helping employees to remain focused on their tasks as well as encouraging them to find innovative ways of taking their organisation to the next ‘up’ level.
An organisation’s mission statement defines its culture, values, ethics and fundamental goals. It reveals what the company does, how it does it and why it does it. It also reassures the investors of the organisation’s future.