Brand building
glossary

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s aims to align management and provide an anchor for decision making. Generally such statements are for internal reference and should be interpreted by brand builders in a way more accessible to wider audiences.

Mission statements summarise what the organisation is doing to achieve its vision. This is generally on a 5 to 20-year timeframe.

Vision statements describe the end state achieved by fulfilling the mission. This is generally on a 5 to 20-year timeframe.

Values statements commit team members to a set of non-negotiable character traits in their conduct on behalf of the organisation.