Why do brands need a Mission Statement?

 A company's mission statement should be a concise summary of what the aims of the company are. It should include why an organisation exists, what they do and what service they provide. Basically it is where, what and why do they do what they do. It should be a short explanation of what a company does and why. 

Coca Cola's mission statement is "to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands actions, and to create value and make a difference."

My mission statement for Watson Consultancy is "to create effective brand development for small to medium sized businesses. With my strong commitment to a high level of excellence, I allow businesses to reach their target audience with an accurate brand message."

Why do brands need a Mission Statement?
A mission statement acts as a guide for the company to stick to. It gives the employees focus, so that they have a guiding principle to follow. If the company finds itself veering away from its mission, it may damage their brand. A mission can be something to always refer back to. A mission is a guiding light.