Why We Use Purpose Instead of Vision or Mission in Brand Strategy

Brand strategy should create clarity.  But sometimes it can create confusion. That’s especially true when it comes to “vision” and “mission.”  Basically, most people, even experts, don’t really understand the difference.  

And if the experts can’t agree, how is a founder—or a team—supposed to align around it?

There is a lot of jargon out there and not enough plain language. When brand strategy gets buried in abstraction, it defeats the purpose. (No pun intended). 

Purpose is a word people actually understand. It’s clear, human, and intuitive.

Where “vision” points to the future, and “mission” outlines the how, purpose cuts to the core:

Why does the brand exist and what is it here to do? 

It becomes a shared rallying cry. Something people can remember, repeat, and most importantly—act on.

This isn’t about oversimplifying. It’s about making strategy usable. Because strategy that lives in a slide deck no one opens is just decoration.

So if you're building a brand—or helping others do it—ditch the debate over “vision” vs. “mission.”  Start with a simpler, sharper question: What is the brand’s purpose?