A brand's mission statement defines its goals and how it plans to achieve them. It asserts a company's values, offerings, and reason for being. It answers practical questions such as: What problem does the company solve? Who does it serve? How does it create value?
Brands use vision statements to declare their hopes, dreams, and aspirations, aiming to inspire change, innovation, or social progress. Unlike mission statements, vision statements project the future and motivate stakeholders to embrace broader societal goals.
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