Most companies nowadays are “mission-driven,” but many overlook the essential step of ensuring that their internal and external brand is aligned with that mission. A brand that not only reflects, but reinforces your mission is essential — especially for those of us in dynamic, technical, and human-centered markets like healthcare, sustainability, and certain technology sectors.

The reality is that the global marketplace has become increasingly captivated by visual communication and approachable language that differentiates and stands out. You could have the strongest mission in the world, but without a brand identity that reinforces that mission, your organization or business unit are likely missing out on significant market traction and growth (which, at the end of the day, if you’re truly mission-driven, means your company might be helping less people than it could be).

You often hear, "we're a mission-driven company." A wide range of for-profit companies have stepped back to redefine, restate, and re-communicate their company mission (and there are some fantastic examples out there!). Why?