Your Values Are Your Mission

The brand value statement or brand value proposition is marketing-speak for a mission statement. Describing a mission statement in this way highlights the value of the statement to consumers – it points out that your mission statement is not just an articulation of your values; it is a central part of the value story you are selling. You are putting forth a statement of values that underlie your organization and presumably guide your actions and are embedded within your services or products. Your mission statement is your value statement. Your brand is a visual prompt for people to remember your values, and recognize their feelings about your organization.