Purpose and mission are both very powerful elements of your brand. Unfortunately, there is some confusion around their meaning. The terms that are often used interchangeably, leading to confusion. While both are related to a brand's reason for existence beyond profit, they serve different roles in defining a brand's identity, guiding its actions, and contributing to its success.

What is a purpose?

A purpose is the fundamental reason for a brand's existence beyond making money. That doesn’t mean that the purpose doesn’t affect a brand’s bottom line. Purpose has an outsized impact. For more on this, check out Big Audacious Meaning – Unleashing Your Purpose-Driven Story.

A purpose is your tool for articulating the impact the brand seeks to have on a life, a community, and even the world. As such, it is enduring and timeless, transcending specific products or services.

For example, TOMS states, “We're in business to improve lives”. The brand's purpose goes beyond selling shoes. It's about making a positive difference in the world. 

What is a mission?

A mission is a specific, actionable goal or objective that a brand aims to achieve. It is derived from the brand's purpose and serves as a roadmap for how the brand will work towards its purpose. A brand's mission can evolve over time as it pursues new initiatives or responds to changing circumstances.

Continuing with the example of TOMS, their brand can be seen in its statement, “It's why we give 1/3 of our profits for good, through cash grants and deep partnerships with community organizations—to drive sustainable change.” This mission is a concrete, measurable goal that aligns with their broader purpose of improving lives through business.

A closer look at the key differences

Let’s take a look at three characteristics of a purpose and a mission that help illustrate the difference between the two.

1. Scope – Purpose is broad and timeless, defining the overarching reason for a brand's existence. Mission, on the other hand, is specific and time-bound, focusing on achieving a particular objective or goal.

2. Longevity – Purpose is enduring and remains constant over time, providing a consistent guiding principle for the brand. Mission, however, can change as the brand evolves and sets new goals to work towards its purpose.

3. Actionability – Purpose is inspirational and sets the tone for the brand's actions and initiatives. Mission is actionable and provides a clear direction for how the brand will make its purpose a reality.

Why It Matters

Understanding the difference between purpose and mission is crucial for brands looking to build meaningful connections with those they hope to serve. A clear and compelling purpose inspires loyalty to and advocacy for the brand. A well-defined mission provides a roadmap for achieving tangible results. By aligning purpose and mission, brands can create a powerful narrative that resonates with their audience and drives long-term success.

Purpose and mission are two distinct but interconnected concepts that together define a brand's identity and direction. By clarifying these elements and leveraging them effectively, brands can not only differentiate themselves in the market but also work toward making that positive impact on the world around them.