In this article i set out what a mission, vision statement does, how an organisation can use a descriptor and what a lift speech is. We help organisations establish these as the bedrock of their brand values. This article is an edited piece from my forthcoming book, know your onions: corporate identity.
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The balance between flexibility and consistency is paramount. A good branding agency will create solutions with longevity that will allow the identity to naturally develop and lend itself to new applications.