A brand is nothing to do with your logo or your mission statement. A brand is the perception of the person you are dealing with before the next interaction happens about what they expect will happen. The brand expectation and promise are the things that saves us time. Most mission statements I have read could be swapped from one company to another and you wouldn’t be able to tell the difference – apart from the logos. One of the few mission statements that means something is Patagonia’s. Patagonia says we are going to reduce the number of items we sell, or we are going to stop selling this profitable item because it leaves too much of an environmental footprint. I think these are not mission statements, they are mission actions and if you do enough mission actions the statements get made by itself.