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What are Mission, Vision & Values?

To understand the essence of a brand, it is important to know their mission, vision, and values. The mission is what drives a company. It’s what they’re doing now in order to achieve their goals in the future. The vision is what those goals are. Where should the brand be in five years? Ten years? Meanwhile, the values are what the company stands for throughout the process – their ethics and morals as a brand.