Brand vision, mission, and purpose are brand dimensions that are closely related to values and beliefs consumers and brands assume alike. They are derived directly from the brand essence. The brand essence, being the purest and sharpest definition of what a brand stands for, becomes the commanding element of all subsequent branding work—vision, mission, and purpose included. Vision, mission, and purpose are all branding parameters that relate to the emotional dimensions of a brand. There are two ways of looking at brand vision, either by expressing a brand’s view on the future of its field of expertise, or by defining its philosophical view on its target audience’s life. Both generate a visionary message that offers consumers a platform for identification. Deriving brand vision, mission, and purpose directly from the brand essence helps to keep it simple and fully consistent with the latter. All three must be defined to become fully actionable at any level of a brand’s day-to-day operations. Brand vision, mission, and purpose statements are a central part of the strategic brand messaging. They are instrumental in getting consumers to relate and bond with brands through brand communication and provide sensitive input and direction for your brand’s storytelling efforts. All of which are discussed in this chapter.