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We start with the part of your brand that 99% skip over. It might not seem overly important early on, but having this foundation in place as the bedrock makes all the difference when your brand begins to grow.

What you will learn in this article:

  • What a core brand purpose looks like
  • Understand what core values really are and how to create them
  • Understand the difference between vision and mission
  • How to create a vision and mission statement

Brand essence is the second pillar of our 5 Pillar Brand Strategy Blueprint. The first pillar was the ideal customer profile.

There are three elements in this section, and they each provide clarity for the internal brand. Knowing these three elements and being crystal clear on each of them builds confidence in the existence and direction of the brand.

Brands that do not pay attention to identifying and crafting their brand essence almost always end up stagnating or dying out eventually.

The brand essence is the core pillar that helps with other pillars, such as the brand persona, brand story, and message framework.

Here are the three primary tasks for building your brand essence:

Identify your brand’s core purpose.

We start by looking at our internal purpose, which defines who we are as a company, a business, and a brand. Most companies do not have a purpose, which is one of the factors they lack direction in terms of telling a consistent and meaningful story that resonates with their audience.

Figure out your internal brand purpose.

  • Who are we helping?
  • What are we helping them with?
  • What is the biggest impact we can have in their lives?

Identify your higher purpose goal.

  • What is the core global issue our audience cares about?
  • What is the relevant link between that issue and our brand?
  • What change do we want to see in this world?

Create your brand purpose statement

Now, write the brand purpose statement that brings together the ideas of the internal brand purpose.

Create your brand core values

Brand Core values are the fundamental beliefs of a business or organization. These guiding principles dictate behavior and can help people running the business understand the difference between right and wrong. Brand Core values also help companies to determine if they are on the right path and fulfilling their goals by creating an unwavering guide.

Create a brand vocabulary

Based on our internal purpose and higher purpose goal – a list of your core brand vocabulary touches upon all aspects of our brand, including society and relationships, morality, attitude, power, identity, business, quality, and philosophy.

These words form the basis of all messaging that our brand would engage in.

These words also lead to your brand value proposition which take the most impactful words from this vocabulary and show the path for the purpose, vision, mission, and strategy.

Create a list of brand core values

A list of your core values shapes the purpose, vision, mission, and strategy.

Create action sentences for each of the values

Write out action sentences for each of the values from a belief perspective. So each action sentence would go like “We believe…” and put the core value into action.

Create your brand core vision/mission

Brand vision refers to the ideas behind a brand that help guide the future.

When the brand vision clicks, it reflects and supports the business strategy, differentiates from competitors, resonates with customers, energizes and inspires employees and partners, and creates a gush of marketing program ideas.

What are our brand revenue goals?

Think through and come up with some revenue goals for your business. These could be completely made up or based on intuition.

Don’t be scared to put down numbers.

Of course, be sure to be reasonable in your ambitions relative to the TAM (total addressable market) and the affordability of your target audience.

What kind of impact do we want to see in 2-5 years?

List the exact impact you would like to have on your audience and their lives, your industry sector, and the world.

Have BHAG – big hairy audacious goals!

Create the brand vision and mission statement

Now write out your brand vision, i.e., the world you want to see made by your brand, and your brand mission, i.e., what you will do to make the vision a reality.

Mash Bonigala

Mash B. is the Founder & CEO of SpellBrand. Since 1998, Mash has helped conscious brands differentiate themselves and AWAKEN through Brand Strategy and Brand Identity Design. Schedule a Brand Strategy Video Call with Mash.