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 really 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.' 🙃😉

⚠️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.'

⚠️A mission statement can be updated to meet your vision and purpose - like Patagonia has done.

🧰Tools

• Mission and vision distillation tool

• Newspaper vision tool: collective speculation for your project's future!