Brand Vision and Living the Brand

Here, in their own words, are the mission and core values of three major brands. Notice the emphasis on brand image/personality, as well as on connecting with customers and other stakeholders (investors and the world at large).

Staples, the office products retailer (with 1.1 million Facebook likes and 267,000 Twitter followers), says about the values of its brand:

• When you buy our brand, quality is more than expected — it’s guaranteed. We source durable materials, develop premium features and conduct rigorous tests to make affordable products you can count on. Because high quality doesn’t have to come at a high price. 

Coca-Cola (with nearly 3 million YouTube views and 176,000 Twitter followers) says its mission in the beverage segment is:

• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.

Brother, which makes printers, sewing machines, and other items, says its corporate vision:

• places the customer first in all activities and in many ways. Moreover, the Brother Group is a company that provides good values obviously to our "existing" customers but also to potential "future" customers.
• Our goal is to ensure the customer perception that Brother is a "trustworthy brand."