While brand identity refers to the outer and tangible aspects of your brand, the brand core is its heart and soul. The brand’s core has three parts: vision, mission, and values. Often these are printed or shown together in one document called the Brand Statement.
Basically, the vision is about where the brand wants to go, the mission states how the brand will get there, and the core values define the qualities of the company’s internal community. Collectively, these statements will guide the brand strategy and serve as the basis for developing the brand’s identity. Without them, there will be nothing that holds your brand together. You will be overwhelmed by a never-ending list of things to do that has no clear direction nor cohesive meaning.