A statement or short paragraph expressing a company’s core purpose or reason for being. The brand mission provide direction for the entire organization and guides a company’s decision-making and strategic planning. By answering the question “What business are we in?” it can cover distinctive competencies, customer orientation, managerial preferences, environmental concerns and available resources. A mission is different from brand vision or vision statement, because the mission is what is accomplished every day while the vision an expression of a future state to be pursued.
Also know as: mission statement