Module 2: Your Purpose

Define the heart of your brand and lay a strong foundation anchored in your purpose, vision, mission, values, and promised results.


Lesson 1: Understanding your brand’s purpose

The heart of your brand is made up of 3 essential elements: purpose, vision, and mission. These elements form the foundation of your brand strategy, guiding every decision you make.

Lesson 2: Creating your vision

In simple terms, a brand vision is like a dream or a big goal for your business. It’s what you hope your brand will become in the future. It’s like having a grand adventure or mission that your brand is working towards.

Lesson 3: Developing your mission

Think of it as the heart and soul of your brand, defining its purpose and making it crystal clear to everyone, from your team to your customers, what your brand stands for and aims to achieve.

Lesson 4: Defining your values

Brand values are closely related to a brand’s purpose, vision, and mission. They play a significant role in defining a brand’s identity and guiding its actions. Here’s how brand values fit into the broader framework of the heart of your brand:

Lesson 5: Crafting your brand promise

It is the value or results your customers can expect to receive every single time they purchase from you or work with you. It’s the tangible benefit that makes a product or service desirable. Your brand promise answers the question: What results or transformation do you provide?