What does your brand believe in?

Your brand needs to believe in something.

And no, we’re not talking about a mission statement.

Mission statements are still useful – most organizations end up crafting a pithy explanation describing their purpose and goals. But your brand is not just a machine that runs on day-to-day operations.

Your brand needs a reason to exist, not just for your company, but to your customers.

Why does your brand exist? What challenge do you solve for your tribe? How are you uniquely positioned to help your tribe?

What your brand believes delivers clarity to customers – not just on how your brand operates, but why it operates in a manner that best serves them.