Who Are You? That timeless question famously asked by Absolem, the blue caterpillar in Disney’s Alice in Wonderland, is just as relevant for organizations as it is for curious wanderers. For companies, answering “Who are you?” begins with a clearly defined mission. A strong mission articulates your purpose, ignites passion, and guides decision-making. When done well, it becomes the cornerstone of your brand identity.
Yet, in many organizations, there’s a significant disconnect between mission and brand. Some invest heavily in branding efforts such as logos, taglines and marketing campaigns only to find that their true brand is shaped not by what they say, but by what they do. It’s revealed in how employees treat customers, how teams collaborate, and how the company shows up in the community.
So, ask yourself:
- Does your brand reflect your mission?
- Have you crafted a mission that employees genuinely connect with, believe in, and champion?
- If you stepped outside your office and asked your team to describe your mission, would their answers align?
- What would your customers (or the public) say your brand stands for?
Defining a compelling mission is the first step in building a brand that resonates. Pair that mission with a thoughtful strategy, aligned processes, and engaged employees, and you’re well on your way to becoming exceptional at what you do best by living your brand.
Your mission is who you aspire to be. Your brand is who you truly are. So… Who are you?
Photo Credit: Toon Barn / LemontheMove.com