Branding Mistakes to Avoid - Mission & Vision

Your BRAND Does Not Reflect Your Mission & Vision


It’s not uncommon for an entrepreneur to have a business idea, gather the tools and resources needed to start and run that business, and be off to the races. It’s also not uncommon for an entrepreneur to run a decent business with decent results without any concrete goals or objectives for months, or years even.

A well thought out mission and vision collectively should set your business apart from the competition. It’s the CORE of what makes your business unique.

Your MISSION is the very PURPOSE that your business exists in the first place…….it should indicate what you stand for, your values, and who you desire to serve (your target audience). Your vision on the other handis the result of implementing your core values, and how you plan to impact the world. The key word here… PLAN.

On one hand, anyone can assume your purpose, your values and what you stand for as a business. However, you want to make sure that your brand clearly communicates this, instead of being left up to a variety of opinions.

Sure, initially you may start with just an online clothing shop. But, your vision should incorporate goals with some level of growth in the future, that drives every decision you make today to arrive at those goals.

One of the most important decisions you should make (should have made) during the planning phase of your business…….like when you begin to write out your business plan….is to think through your mission and vision. On the other hand, it is completely OK if you need to adjust these along the way as well, if you’re already further along the road in your business.

Remember, your brand must communicate HOW you want your business to be perceived. Your Mission and Vision usually is a good place to start.

Do you want your business to be perceived as one that has no purpose, or plans to grow beyond where you are today?
Klemont Wright