This article explores the new brand mission paradigm.
If you look closely at your favorite brands, you’ll notice something curious. They’ve all subtly (but undeniably) begun shifting away from business-centric brand language in favor of a more humanistic approach. We can see this clearly in some of these ‘new and improved’ big-brand mission statements.
“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.” -Scott Bedbury
To put a computer on every desk and in every home.
To empower every individual and every organization on the planet to achieve more.
To become the Harvard of the west.
To qualify our students for personal success, and direct usefulness in life.
Make transportation as reliable as running water, everywhere, for everyone.
We reimagine the way the world moves for the better.
To be a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.
Fill the world with emotion, through the power of creativity and technology.
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
United Parcel Service
The leading package delivery company.
Grow our global business by serving the logistics needs of customers, offering excellence and value in all that we do.
The original brand mission statements placed emphasis on the future aspirations of the company, when in reality, it’s what the consumer wants that really matters. Having realized that, businesses have now begun to phase out their socially outmoded, company-centric brand declarations. In their place are a new wave of emotion-drenched, consumer-focused sentiments. In doing so, the attention is being shifted off of the company, and onto the customer, where it belongs.
But don’t just take my word for it. Here’s what a current student has to say:
“I am working my way through this course right now and it seriously the best, most productive one I’ve ever taken! 👏” -Amanda
I’m a Brand Therapist® providing psychology-based branding, copywriting, and consulting to individuals and micro-businesses in the creative arena. My signature services will help you discover and articulate your most authentic self so you can tell better stories, make more meaningful connections, and do more profound work.