Workshop and research exercise that helps brands develop fundamentals that support and shape their identities. These brand assets are carried forward into marketing assets and planning and include:

Vision - Brand vision highlights where you want to end up. It describes where the company aspires to be upon achieving its mission. This statement reveals the "where" of a business. It explains why you're doing what you're doing and the ultimate good you want to achieve through your success. 

Mission - Your mission statement defines the purpose of your work and the effect you intend to have on the world around you. It states what you do for others and the approach you follow as you aim to achieve the aspirations you’ve set for yourself, your organization, or your business. Think of your mission as the route you’ll follow to achieve your vision.

Purpose - Brand purpose outlines “why” you exist. Your brand purpose is the meaning behind your existence, an idealistic view of what you want to become to your audience. Its role is to unite customers and culture alike in the pursuit of that intention. It's a statement of belief, of hope, of pursuit.

Values - Brand values are single-minded thoughts or statements that help define a company, its ethics, and behaviors you’ll use to get to your destination. Your values establish the qualities you idealize as a company, such as innovation, inclusivity, or creativity. They represent your beliefs about your responsibility to others.