# BRAND ELEMENTS

## Purpose

#### The reason that your project, pilot, lab, intervention exists. The now and forever.

* What do we value the most?
* What are we most passionate about?
* What drives us as?
* What do we provide that the world r*eally* needs?

**An example** from Nike: 'Our purpose is to unite the world through sport to create a healthy planet, active communities and an equal playing field for all.' [🙃](https://emojipedia.org/upside-down-face/)[😉](https://emojipedia.org/winking-face/)

[⚠️](https://emojipedia.org/warning/)Purpose can be shared as a statement to inspire, engage and activate people to join your project.

## Vision

#### The final destination of your project, pilot, lab, intervention. The future.

* What change do we want to make?
* For whom?
* What problem do we want to solve?
* What would success look like?

**An example** from Habitat for Humanity: 'A world where everyone has a decent place to live.'

## Mission

#### The roadmap of your project, pilot, lab, intervention. The present.

* What you’re going to do 
* How you’re going to do it 
* Whom you’re doing it for or with
* What values are driving your actions.

**An example** from NPR radio in the US: 'to create a more informed public, one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and culture within the United States and across the globe.'

[⚠️](https://emojipedia.org/warning/)A mission statement can be updated to meet your vision and purpose - like [Patagonia](https://www.digitalcommerce360.com/2019/01/16/why-patagonia-changed-its-mission-statement/) has done.

{% hint style="success" %}
Other approaches to inspire you:

Mozilla dot design 👉\
<https://mozilla.design/firefox/>

Space10 Playbook 👉<https://drive.google.com/file/d/0B90Z8EWr1RXzN2t6RWxSS1lKOHc/view>
{% endhint %}

### 🧰Tools

* [ ] [Mission and vision distillation tool](/communication-handbook/curate-and-create-a-narrative/distillation-tool.md)
* [ ] [Newspaper vision tool: collective speculation for your project's future!](/communication-handbook/curate-and-create-a-narrative/newspaper-tool.md)


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