The secret to a resilient company is a solid foundation. While mission and vision statements can help, they’re often full of jargon and quickly forgotten by employees and management.
Instead, we need to focus on purpose. Purpose is something we can feel. When we understand ‘why’ the company exists we’re better equipped to create wide-spread change.
Brand definition paints a picture of purpose within the context of character, culture, beliefs, relevance, what you stand for, and goals. When you know who you are, it becomes easier to make decisions moving forward.