What is a brand mission statement?

A brand mission statement is a declaration of a brand's core values, visions and goals, describing what the brand stands for and how it wants to be perceived by customers. It serves as a guiding principle for all decisions and measures in marketing, design and branding. In design and branding, the brand mission statement is applied by forming the basis for the visual identity, the tone of voice of communication and the entire brand experience. It ensures that all design elements – from logos and colour schemes to the way the brand communicates – are consistent and reflect the brand's values and goals.