How to Define Your Brand’s Mission, Values, and Voice
Building a Brand with Depth & Intention
A brand that resonates doesn’t happen by accident—it’s built with clarity and purpose. Before you think about colors, logos, or typography, you need to define the foundation: your mission, values, and brand voice. These are the elements that make your brand mean something. They create trust, consistency, and an emotional connection with your audience.
Let’s walk through how to define each one.
1. Defining Your Mission: The Heart of Your Brand
Your mission is why your brand exists beyond making money. It should be clear, compelling, and something your audience can connect with.
Ask Yourself:
Why did I start this business?
What problem do I solve?
How do I want to impact my industry or community?
If my business disappeared tomorrow, what would people miss?
Formula for a Strong Mission Statement:
We help [WHO YOU SERVE] by [HOW YOU HELP] so they can [OUTCOME].
Example:
We help creative entrepreneurs build brands with soul and strategy so they can grow with clarity and confidence.
Keep it short, clear, and purpose-driven.
2. Defining Your Core Values: What Your Brand Stands For
Your values are the principles that guide your brand—they influence how you communicate, make decisions, and interact with clients. Strong values attract the right people and set you apart.
How to Define Your Core Values:
Think about the beliefs that drive your work (e.g., creativity, honesty, empowerment, innovation).
What do you want your brand to be known for?
What do you refuse to compromise on?
Example Values & Their Meaning:
Intentionality → Every design choice is made with meaning, not just aesthetics.
Creativity with Depth → We push beyond trends to create lasting impact.
Honesty & Transparency → No fluff, no gimmicks—just real, thoughtful branding.
Choose 3-5 core values that feel true to you and integrate them into your messaging, work, and client experience.
3. Defining Your Brand Voice: How You Sound
Your brand voice is the personality behind your words. Whether on your website, social media, or emails, it should feel consistent and recognizable.
How to Define Your Voice:
How do you naturally communicate? Are you warm and conversational? Poetic and deep? Bold and direct?
How do you want your audience to feel when they read your words?
What words, phrases, or tones feel most “you”?
Voice Example:
Tone: Soulful, intentional, and a little rebellious.
We do say: “Branding is more than aesthetics—it’s a feeling, a connection, a promise.”
We don’t say: “Logos are cool. Here’s a pretty one.”
Your brand voice should feel natural and reflect your personality while resonating with your audience.
Bringing It All Together
Your mission, values, and voice work together to create a brand that feels authentic, meaningful, and magnetic. When these are clearly defined, everything else—your visuals, messaging, and marketing—becomes easier and more aligned.
💡 Need help refining your brand’s foundation? Let’s make it happen. [Get in touch here].
