Let’s talk branding! When I ‘googled’ the definition of branding I stumbled upon this definition on entrepeneur.com The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products… Your brand is derived from who you are, who you want to be and who people perceive you to be.”
In combination, with a brand, is your mission. Entrepeneur.com defines a mission as - A sentence describing a company's function, markets and competitive advantages; a short written statement of your business goals and philosophies.
In my opinion they’re equal, not interchangeable. Brand is how others see you. Mission is what you strive to do to establish this brand. Amazon is one of the most recognizable brands in the world. According to its website Amazon’s mission is, “To be Earth's most customer-centric company where people can find and discover anything they want to buy online.”
So what happens when your mission is impacted? It could affect your brand. Yesterday, Amazon’s site was down for what some are saying close to an hour. According to VentureBeat, Amazon could have lost close to five million in revenue during Monday’s site outage. Based on Amazon’s 2012 revenue of 61 billion, it’s less than a .001% loss. But not everyone is so lucky.
Monday’s outage was a small blunder for Amazon. Established in 1994, Amazon dominates the industry. But for brands without the resiliency of Amazon, it’s important to emphasize the significance of serving customers at all times. A site outage, even a brief one, just wouldn’t cut it. It prevents the organization from carrying out its mission. And therefore jeopardizes the brand.