What is the Difference Between a Brand Promise and Mission Statement?

For some, distinguishing a company’s brand from its mission statement can be confusing. During brand sessions with clients, someone in the C-suite will usually ask, “Why do we need a brand promise when we have a vision and mission statement?” Given the way we define brand, I can understand the confusion. Both are all about what you do, but their foundations and purposes are not the same.

You create a mission statement to describe what your company does from an internal perspective, often to inspire and motivate your employees……

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