The brand mission is to lead and inspire teams in the long term. It answers the question: to what extent does the brand contribute to a better world?
The brand mission is not only to enrich shareholders or increase profits. As argued by Anita Roddick (Body Shop founder): “Generating profits is not the purpose of my business. The objective is to provide a product or service, which is good enough, to make people give you a profit that enables you to reproduce the product or service. ”
Some examples of brand missions:
- Walt Disney: Make people happy.
- BBC: educate, inform and entertain.