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Your brand identity begins with clarity around why you exist, what you’re here to do, and how you’ll show up in the world. These aren’t just abstract ideas—they’re anchors that will guide your decisions, inspire your team, and connect you to your audience.

Think of this section as laying the “roots” of your brand. Everything else—your services, visuals, tone—grows out of these foundations.

Start with Why

A great Why inspires people, both inside and outside your business.

Your Why is your purpose. It’s not about what you sell or even how you sell it—it’s about the deeper motivation that drives you. This is often tied to a belief or a cause bigger than your company.

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For example, Apple’s Why is: “We think differently. We want to challenge the status quo.”

Guiding Questions:

Why did you start this business? What change do you want to see in your industry or community? What would be missing if your brand didn’t exist?

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Use this template to iterate on your Why

We [why you exist] so that [outcome].

Example:

“We [inspire people to do the things that inspire them] so that [we can change our world for the better].”

Your Turn

Fill in the blanks with your own words. Write 2–3 variations before deciding on one—sometimes the first draft won’t feel quite right.

V1: We [why you exist] so that [outcome].

V2: We [why you exist] so that [outcome].

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We [why you exist] so that [outcome].

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Your Why can form ******the foundation for Mission and Vision Statements. You can continue to the next section, Values & Principles, if you feel you don’t need these at the moment.

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Mission Statement

Your mission is how your Why takes shape in the present. It’s practical, active, and centered on what you’re doing right now to serve people.

What makes a strong Mission Statement:

Action-oriented: Uses verbs that show what you do.
Audience-focused: Names who you serve.
Outcome-driven: Describes the benefit or transformation you create.

Mission Statement template

Our mission is to [action verb] [what you do] for [your audience] so they can [benefit/outcome].

Example Mission Statement:

“Our mission is to [make it simpler to start a profitable business] for [anyone] so they can [have a sustainable livelihood].”

Your Turn

Draft 2–3 versions of your mission statement below. Choose the one that feels both clear and motivating.

V1: Our mission is to [action verb] [what you do] for [your audience] so they can [benefit/outcome].

V2: Our mission is to [action verb] [what you do] for [your audience] so they can [benefit/outcome].

Enter your final Mission Statement below:

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Our mission is to [action verb] [what you do] for [your audience] so they can [benefit/outcome].

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Vision Statement

Your vision is your destination—it’s the long-term future your brand is working to create. Unlike your Mission, which is rooted in today, your Vision looks forward. It should be big, inspiring, and timeless.

What makes a strong Vision Statement:

Future-facing: Describes where you’re headed.
Inspiring: Makes people feel part of something bigger.
Concise: One to two sentences max.

Vision Statement template

Our vision is a world where [big-picture impact/change].

Example:

“Our vision is a world where [starting a small, independent business becomes as mainstream, and viable, as getting a 9-5 job].”

Your Turn

Write 1–2 Vision Statements that paint a picture of the future you want to help build.

V1: Our vision is a world where [big-picture impact/change].

V2: Our vision is a world where [big-picture impact/change].

Enter your final Vision Statement below:

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