Purpose vs. mission: understanding the difference for your brand

Purpose and mission are both very powerful elements of your brand. Unfortunately, there is some confusion around their meaning. The terms are often used interchangeably, leading to confusion. While both are related to a brand’s reason for existence beyond profit, they serve different roles in defining a brand’s identity, guiding its actions, and contributing to its success.

What is a purpose?

A purpose is the fundamental reason for a brand’s existence beyond making money. That doesn’t mean that the purpose doesn’t affect a brand’s bottom line. Purpose has an outsized impact. For more on this, check out Big Audacious Meaning — Unleashing Your Purpose-Driven Story.

A purpose is your tool for articulating the impact the brand seeks to have on a life, a community, and even the world. As such, it is enduring and timeless, transcending specific products or services.

For example, TOMS states, “We’re in business to improve lives”. The brand’s purpose goes beyond selling shoes. It’s about making a positive difference in the world.

What is a mission?

A mission is a specific, actionable goal or objective that a brand aims to achieve. It is derived from the brand’s purpose and serves as a roadmap…