The ObjectiveTo clarify and articulate who you are, what you do, and why it all matters, giving you the blueprint you need to build a healthy brand so you can:

• Make better business decisions easier
• Build stronger customer relationships
• Create a stronger, happier culture internally (even if it's just you!) and externally

🔑 Key Vocab📖 EducationFirst-up: vision. It’s common to do this in reverse but I find that starting with your vision helps... well um visualize. So your vision statement is:

What you want the world to look like if you fulfill your mission day-to-day. Some questions that help my clients discover this:

• What future do you want to help create?
• What would a future look like where your business or organization was no longer needed? Basically, what would happen if you phased yourself out of being a need?

*jots down plan for world peace*

Let’s expand on the vision with the mission. Your mission statement is the driving force behind what you do and why. It’s what gets ya up in the morning today and every day—even if you step in water with your socks on. It’s why someone would want to get behind your business. It’s how you plan to reach that lofty vision every day. Understandably, there can be some overwhelm with writing one for yourself.

Last but not least, your core values. I LOVE values! These are my favorite and really help to establish the foundation and framework for the decisions your business or organization makes. Wondering if you should take on a new client? Look at your values! Trying to decide on expanding your product line or service offering? Well, does it align with your values?!

🤓 FormulasVision: Try using the starter statement: [Your biz] envisions a world where….

Mission:
Start off nice and easy by answering a few questions:

• What does your business do? 
• Who do you do it for?
• How do you do it?

Alright, now we can plug and play! Here’s the framework I walk through with my clients to get the noggin’ noodling:

Values:
Start out with sentences, don’t feel obligated to shrink them down on your first run. If you’re able to be nice and succinct, sweet! But brain dump the values that are truly meaningful to you and could really hold weight when you reference them in the future.

Make a big long list of 10 values and begin narrowing them down (or see if there’s some crossover) to 3-5.

For an even deeper dive into your brand heart, take a look at our latest blog Purpose vs mission statements

📝 HomeworkYou didn’t think we’d leave you without a little homework, did you? We even created a little freebie to simplify it! Try it out based on your brand by using our Brand Heart Worksheet in the Lesson Resources above.