Taking the time to understanding your audience, positioning, goals and the benefits of your product or service—all important elements of a brand strategy–is crucial for success. But how about the softer elements of a brand? What does having a clearly defined vision and mission statement do for you? How do these brand elements move a business forward? Vision and mission speak to people on a human and emotional level, and can help to inspire both the business’s employees and the business’s customers. Helping people to connect with the brand on an emotional level also helps to develop loyalty. Cynthia Gunsinger, Communications Director of Noomii.com and a Vancouver area life coach created this Prezi especially for SimplifyThis readers. Have a look to further understand whether you need a vision and mission statement for your business.