Defining Clarity
How to define your brand’s vision, mission, and values (the Good Lemon way)
Great design helps. But the brands that actually grow aren’t just “pretty”—they’re clear. Clarity is what shapes how people see you, how they talk about you, and why they choose you. That clarity starts with three simple building blocks: vision, mission, and values. At Good Lemon, we call this your brand Substance. Get it straight, and everything else gets easier: your website, your content, your offers, your sales.
Vision — the future you’re building toward
Your vision is your north star: where is this brand heading? It should feel exciting, a little stretchy, and easy to remember. Keep it to one line you can say in a breath.
Look at standout brands for inspiration. McDonald’s keeps it short and directional: “To be the world’s best quick-service restaurant experience.”
Try this prompt:
In the next few years, we’re building a world where {your people} can {outcome you care about}.
Mission — what you do, for who, and how
Your mission is the day-to-day engine that moves you toward the vision. It answers: What do we do, how do we do it, and who is it for?
Keep it usable: if you can’t make decisions from it, it’s fluff.
Be specific: name the people, the method, and the outcome.
Fill-in line:
We help {who} get {outcome} with {your method}, so they can {business result}.
Values — how you behave when no one’s watching
Your values are your operating system. They guide choices, shape the experience people have with you, and signal what you stand for. When they’re clear, they align your services, content, and client interactions so everything feels consistent and trustworthy. Buyers say yes when they feel aligned—so write your values down, use them, and let them keep you accountable across the whole brand.
Try this (quick exercise)
Brainstorm: Dump words that describe how your brand operates—e.g., clarity, creativity, care, courage, curiosity, consistency, integrity, community, growth.
Choose 3–5 keepers: Pick the ones that matter most to your audience and your way of working.
Rewrite as behaviours for your target market: Turn each word into a “we…” promise your clients can feel in practice. For example, Clarity → We use plain language, explain the why behind decisions, and make next steps obvious.
Wrap-up
There you go team, you’ve mapped the heart of your brand—vision, mission, and values. Put them somewhere you’ll see daily, share them with your team, and revisit them regularly as you grow. Remember, businesses evolves, so your foundations should sharpen with it.
Want a second brain on this? If you’d like help refining these and turning them into a practical, growth-ready strategy, check out our Brand Clarity Session to get a 90-minute workshop where we’ll dive deep into your brand’s core so you walk away with a crystal-clear mission and a strategy that aligns with your goals.
