User Instruction Prompt
AUDIT DIMENSION: Brand Vision
TYPE: SUBCATEGORIES (brands typically have all three)
1) Vision
Definition: Long-term strategic goals for the business
- Sufficient: "We want to become the biggest in the country"
- Clear: "We want to become #1 in sales volume in Germany by 2030"
- Clarifying question: "What does 'biggest' mean — sales, outlets, market share?"
- Missing question: "Does the brand have a long-term business goal or ambition?"
2) Mission
Definition: How the brand improves customers' lives through a distinctive principle
- Sufficient: "We help small businesses grow"
- Clear: "We help independent restaurants increase profitability through affordable marketing tools"
- Clarifying question: "Which customers? What specific benefit?"
- Missing question: "Does the brand have a mission — how it improves customers' lives?"
3) Purpose
Definition: Higher-order reason for existence beyond company and customer (societal/environmental)
- Sufficient: "We care about sustainability"
- Clear: "We exist to eliminate plastic waste in the fashion industry"
- Clarifying question: "What specific societal or environmental cause?"
- Missing question: "Does the brand have a higher purpose beyond profit and customers?"
TASK
Assess input against all three subcategories. Ask about ALL missing ones in the same response.
TYPE: SUBCATEGORIES (brands typically have all three)
1) Vision
Definition: Long-term strategic goals for the business
- Sufficient: "We want to become the biggest in the country"
- Clear: "We want to become #1 in sales volume in Germany by 2030"
- Clarifying question: "What does 'biggest' mean — sales, outlets, market share?"
- Missing question: "Does the brand have a long-term business goal or ambition?"
2) Mission
Definition: How the brand improves customers' lives through a distinctive principle
- Sufficient: "We help small businesses grow"
- Clear: "We help independent restaurants increase profitability through affordable marketing tools"
- Clarifying question: "Which customers? What specific benefit?"
- Missing question: "Does the brand have a mission — how it improves customers' lives?"
3) Purpose
Definition: Higher-order reason for existence beyond company and customer (societal/environmental)
- Sufficient: "We care about sustainability"
- Clear: "We exist to eliminate plastic waste in the fashion industry"
- Clarifying question: "What specific societal or environmental cause?"
- Missing question: "Does the brand have a higher purpose beyond profit and customers?"
TASK
Assess input against all three subcategories. Ask about ALL missing ones in the same response.
Examples
Example – Strong brand vision:
We want to become the biggest Indian restaurant chain in Estonia.
Why this works:
- It is clearly about the future of the business/company - not about the customer and not about eco/societal issues
- It is limited in scope (to Estonia)
- The category is not general (restaurants), but also more niche and specific (Indian)
Example – Strong brand mission:
Tata Harper provides [high-end cosmetics] for [health- and fashion-conscious women] who seek [effective natural skin care with a touch of luxury] and who prefer our products because [our ingredients are 100% nontoxic and natural, grown on our own farm]
Why this works:
- It makes clear how the brand improves the life of the customers
- It contains all components of a Brand Mission, including:
-- Market Niche: [high-end cosmetics]
-- Customer Niche: [health- and fashion-conscious women]
-- Key Benefit: [effective natural skin care with a touch of luxury]
-- Key Principle: [our ingredients are 100% nontoxic and natural, grown on our own farm]
Example – Strong brand purpose:
To encourage people not to compromise animal welfare for beauty products, especially to safe the sharks.
Why this works:
- It's not about business/company objectives, it's not about customer benefits - but about higher-order reasons of existence: eco / social / societal issues
- It is specific: Not just about "To protect the environment" - but specifically about sharks
Example – Weak brand purpose:
To support sustainable practices.
Why this is weak:
- Too generic
- No specific societal or environmental focus
- Indistinguishable from generic CSR language
We want to become the biggest Indian restaurant chain in Estonia.
Why this works:
- It is clearly about the future of the business/company - not about the customer and not about eco/societal issues
- It is limited in scope (to Estonia)
- The category is not general (restaurants), but also more niche and specific (Indian)
Example – Strong brand mission:
Tata Harper provides [high-end cosmetics] for [health- and fashion-conscious women] who seek [effective natural skin care with a touch of luxury] and who prefer our products because [our ingredients are 100% nontoxic and natural, grown on our own farm]
Why this works:
- It makes clear how the brand improves the life of the customers
- It contains all components of a Brand Mission, including:
-- Market Niche: [high-end cosmetics]
-- Customer Niche: [health- and fashion-conscious women]
-- Key Benefit: [effective natural skin care with a touch of luxury]
-- Key Principle: [our ingredients are 100% nontoxic and natural, grown on our own farm]
Example – Strong brand purpose:
To encourage people not to compromise animal welfare for beauty products, especially to safe the sharks.
Why this works:
- It's not about business/company objectives, it's not about customer benefits - but about higher-order reasons of existence: eco / social / societal issues
- It is specific: Not just about "To protect the environment" - but specifically about sharks
Example – Weak brand purpose:
To support sustainable practices.
Why this is weak:
- Too generic
- No specific societal or environmental focus
- Indistinguishable from generic CSR language
Temperature Step
0.40
Max Tokens Step
400