1.2 — Mission

“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.”

- Simon Sinek

When people own who they are and what they stand for, they stand out. It's magnetic.

We see the same thing with brands who have found their driving mission and purpose. It gives them an added sense of clarity and confidence in everything they do – from their operations to their marketing communication.

And the most powerful brands tell stories that inspire you to join a movement that matters. Movements making our world better. Now, while we're all for creative social impact models – your mission doesn't necessarily need to involve nonprofit partnership or fair trade certification to catalyze positive change.

2/3's of surveyed global consumers prefer to purchase products and services that stand for a purpose.


That’s why we wanted to highlight Yem Silk in today’s example slide. Their mission: “Revive traditional Vietnamese silk craftsmanship to share with generations to come.”

While Yem Silk creates opportunity for silk artisans and invests back into developing the village of Tan Chau where the silk is made, the brand leads with the quality of the silk, rather than its social impact. While many socially driven brands can end up highlighting their brand’s do-good mission first, it’s important to keep your customers in mind in your mission. Go back to your Problem & Solution work, and think about how you’re supporting your customer first. For Yem Silk, their mission is to give their customers access to the finest, traditional Vietnamese silk. How are you making life better for both your customers and the world? To learn more about Yem Silk’s mission, head to the Slide Walkthrough below the example slide.

Here are three brands with powerful mission statements.

01 / Patagonia
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
02 / Bulletproof
Help people perform better, think faster, and live better.
03 / Warby Parker
To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Elevate your impact

Mission is what fuels your brand with a deep sense of purpose. It shows your team and customers your overall business vision for driving positive change.

Complete exercises and fill in Slide 1.2 of your Brand Bible

Put pen to paper and brainstorm

Your Mission should answer the following primary questions about your business. Bonus points for thinking through the rest. Remember as you write – your mission should align with your Problem & Solution work in the previous Workshop.

Primary Questions:
1. What do you do?
2. How do you do it?
3. Why do you do it?

Put pen to paper and brainstorm

Bonus Questions:
1. What makes you different?
2. Who does your business serve?
3. Why would customers and employees find your business inspiring?

Write your mission. Aim for one sentence – 13 words or less. You can always create a longer manifesto for your brand later. Keeping things concise helps you to stay laser focused with your brand vision.

See Our Client Example For 1.2 Mission

The Brand: Yem Silk
Description: Women's Luxury Silk Apparel

Click on the tab below for a walkthrough of this example.

Along the lush banks of the Tien River lies the silk village of Tan Chau. A hidden gem, its history is mixed with glamour and tradition. In the Mid 20th Century, elite buyers, ranging from Vietnamese royalty to European couturiers, sought out the families of Tan Chau for their precious silk. While many silk fabrics on the market today are primarily composed of synthetic fibers and use chemically dyed fibers, Tan Chau silk has maintained its purity. However, achieving the quality of traditional silk craftsmanship requires much more time and the natural dyes used to infuse color into the lustrous fabric are rare and slowly disappearing.

Thus today, only one family remains to carry on the traditional Tan Chau silk. Yem Silk’s search for the fabric finally led then to the 92-year-old artist still making the treasured silk. Through partnering with his family, Yem Silk’s mission to preserve and share this silk with the world guides everything – from its business operations to its social impact strategy. Additionally, every Yem piece directly supports the development and preservation of the Tan Chau village and 10% of all purchases is donated to their fund supporting traditional Vietnamese arts and craftsmanship.

Here are additional Resources to support you in the Exercise:


Simon Sinek has a simple but powerful model for inspirational leadership -- all starting with asking, "Why?".

View The Video >>


An article by Psychology Today on society’s craving for brands with purpose.

View The Article >>


Complete and Continue