Understanding the differences between brand mission, brand vision, and brand purpose

Post by Pascal Ritter

Unleashing the power of brand identity: understanding mission, vision, and purpose


A strong brand is crucial for businesses to stand out in today’s competitive marketplace.  As a marketing consultancy, we often work with clients to help them define and communicate their brand. One of the first steps in this process is to understand the key elements of a brand, including the brand mission, brand vision, and brand purpose. While these terms may seem similar, they each have distinct meanings and serve different purposes in the overall branding strategy. Using Apple as an example, we will explain the difference between these terms.


Brand mission

Apple’s brand mission is:

To bringing the best user experience to customers through innovative hardware, software, and services.”

This statement defines the company’s overall purpose and goals, which is to create cutting-edge technology that improves the way people live and work. The brand mission guides all decision-making within the company and is a clear and concise statement that reflects their values and beliefs.


Brand vision

Apple’s brand vision is:

“To make the best products on earth and to leave the world better than we found it.“

This statement describes the company’s desired future state, which is to make technology more inclusive and empowering for people of all backgrounds and abilities. The brand vision inspires employees, customers, and other stakeholders to support and align with Apple’s values and goals.

Further brand vision examples you find here:

Brand Vision Examples, Markenmission, Markenvision und Markenzweck

Image source: Beloved Brands


Brand purpose

Apple’s brand purpose is:

“To create products that enrich people’s daily lives.”

This statement defines the company’s reason for being and its role in the world, which is to use its technology to make a positive impact on the world. The brand purpose is authentic and meaningful and guides the company’s actions and decisions.

Brand mission, brand vision, brand purpose, Markenmission, Markenvision und Markenzweck

To identify the brand mission, brand vision, and brand purpose for your brand, start by looking at the company’s values and goals. Ask yourself:

  • What are we trying to achieve as a company?
  • What problem are we trying to solve?
  • What impact do we want to have on the world?

Once you have a clear understanding of these elements, you can create a statement that captures the essence of your brand. Remember that your brand mission, vision, and purpose should be consistent and aligned with each other, and should guide all of your branding and marketing efforts.


Understanding key elements such as brand mission, vision and purpose is essential for effective branding. If you need help defining or communicating your brand, our team at GANDT is here to assist you. We have experience working with a wide range of companies and can help you create a brand that resonates with your target audience and drives business growth.


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Mission & Vision statement: BStrategyHub

Brand Purpose: HBR

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