To define your company’s mission or identity, ask yourself the following questions:

  • what are our markets?
  • what is our profile?
  • what are we as an entity?
  • what are we capable of?
  • what do we aim for?
  • who must we compete with?

Different types of businesses will have different identities or missions. Retailers will speak of ‘their formula’. This can be given shape by a specific color or presentation. Try to define your mission as eloquently as possible. Make sure that your business mission is incorporated in all your marketing activities.