If you're looking to create a purpose driven brand, there are 3 things your brand must know:
Your reason for existing, your WHY (PURPOSE), Your purpose statement articulates why you do what you do, why your brand exists, why people should care and why you serve a higher purpose.
A picture of WHAT you look like — (VISION) is where you aspire to be. Your vision statement is what you will achieve in the future, what does the customer get? the results you want to aim for and the impact you want to make.
An evolving plan on HOW to get there (MISSION). Your mission is the how, the unique way you do what you do, how do you solve their problem? the path you choose to follow, the decisions you make to get to your destination.
As Simon Senek's method explained in his Ted talk, 'People don't buy what you do, they buy why you do it'.
So start with your why and try to get to the heart of why it is you do what you do. Why should people care about your product? and why you serve a higher purpose? i.e You make t-shirts for people who are discerning about what they wear; whilst you make the t-shirts from sustainable cotton and sustainable sources, in the process being gentler on the environment.
It sounds silly buy some companies or brands don't really have a meaningful why or much of a purpose (beyond selling t-shirts) for them to be in business — many of these brands end up standing for nothing and fading into the background...
Try supplementing your Purpose, Vision and Mission statements with Why, What and How - this is usually less confusing and easier to develop than lofty Vision statements. It doesn't have to be complicated, just get it down - remember a mission statement or how is often just and ever evolving plan on how to get there, so don't get too hung up on this. So its often a good idea to remain laser focused on your high level vision.
