Last updated: Feb 28, 2026
5 min
A lot of businesses jump straight into designing a logo.
They start choosing colors.
They pick fonts.
They build a website.
But before any of that…
There are three very important things that need to be clear:
Your purpose.
Your mission.
Your vision.
These three things are part of the foundation of your brand.
Let’s break them down in a very simple way.
What is purpose?
Your purpose is your “why.”
Why does your business exist?
Not just to make money.
But why does it matter?
Here’s a simple example:
If someone owns a bakery, their purpose might be:
“To bring joy to families through fresh, homemade bread.”
Purpose is about meaning.
It’s the reason behind your business.
If your business disappeared tomorrow, what difference would it make?
The answer to that question points to your purpose.
What is a mission?
Next is your mission.
Your mission is what you do every day to live out your purpose.
If your purpose is the “why,”
your mission is the “what.”
Using the bakery example:
Purpose: Bring joy to families.
Mission: Bake fresh, affordable bread every morning for the local community.
The mission is practical.
It explains what your business actually does.
It’s clear. It’s simple. It’s action-based.
What is a vision?
Now let’s talk about your vision.
Your vision is about the future.
It answers the question:
Where is this going?
It’s the big picture of what you hope to build over time.
Back to the bakery example:
Vision: To become the most loved neighborhood bakery in the region.
Your vision is about where you want to go.
Your purpose is why you exist.
Your mission is what you do.
How they work together
Here’s the simplest way to think about it:
Purpose = The Why
Mission = The What
Vision = The Where
They work together.
When these three things are clear, your brand feels strong and focused.
When they’re unclear, everything else becomes confusing, from your messaging to your design decisions.
How to write your own purpose, mission, and vision
You don’t need fancy words.
You just need clarity.
And remember, it doesn’t have to be perfect the first time. These things can grow and change as your business grows.
Grab a notebook (or open your notes app) and answer these questions.
Step 1: Find your Purpose
Ask yourself:
Why did I start this business?
Who does it help?
What change do I want to make?
Then write one simple sentence.
For example:
“This business exists to help busy moms save time.”
That’s enough.
Step 2: Write your Mission
Ask:
What do we actually do every day?
How does this business help people?
Example:
“We prepare healthy, ready-to-cook meals for busy families.”
Keep it simple.
Clear is better than clever.
Step 3: Create your Vision
Ask:
Where do I want this business to be in 5–10 years?
What impact do I want it to have?
Example:
“To become the go-to healthy meal brand in our city.”
Think big picture. Think future.
Why this matters
These three things guide your decisions.
They help you:
Stay focused
Stay consistent
Build a brand that makes sense
Without them, branding becomes random.
With them, branding becomes intentional.
Before you design anything…
Before choosing colors.
Before designing a logo.
Before building a website.
Get clear on:
Your purpose.
Your mission.
Your vision.
This is the foundation of strong branding.