Your goal with a mission statement is to communicate how your brand does what it does. Make it clear.

A good brand promise captures is like a guiding light for brand strategy. It is a combination of the brand's vision and its purpose.

People don't buy what you do, they buy why you do it. The brand vision is a conviction about the future. The brand purpose is an idea of how the brand fits into that future.

Good stories have a common theme: they start in a world that is and show us a world that could be. The narrative takes the hero from status quo to the envisioned destination. Brand narratives can be constructed in a similar way.

Positioning is about differentiation. "Always remember: A brand is the most valuable piece of real estate in the world; a corner of someone's mind." - Sir John Hagarty

Touchpoints are all customer interactions with a brand. Use brand strategy to consistently deliver great customer interactions.

Brands don't exist in a vacuum. This 500-word article defines branding through the lens of senders and receivers.