Especially in volatile and thus unpredictable times, brands face the challenge of having to adapt flexibly to rapidly changing environmental conditions while simultaneously preserving their authenticity and credibility. The consequence: change processes can only be initiated and implemented on the basis of an established brand identity. As central components of a brand’s DNA, vision, mission, and purpose provide a stable framework for the targeted shaping of a brand’s future, thereby ensuring flexibility alongside strategic consistency. In this context, vision, mission, and purpose each play distinct roles in the development and implementation of brand strategy, but only together are they able to define a relevant, differentiating, and long-term consistent brand identity. This also means that these three central elements of brand identity must never be conceived in isolation from one another, but rather must always be holistically designed within the framework of strategic brand management.