Mission design successful brands by gathering investors, employees and customers around a meaningful purpose. All businesses must have a clear purpose. Without a clear and meaningful purpose, how do you create direction for your brand? The brand identity forms an organisations culture and gives employees a clear direction. Brands and organisations are two sides of the same. Internally and externally. Identity and culture. What unites the organisation with your brand is whether the employees feel that they have a meaningful purpose or not. That’s why purpose driven brands are far more powerful than ordinary brands.