Mission and Identity

Mission and identity are foundational concepts that define an organization’s purpose and character. The mission is the organization’s core reason for existence—what it aims to accomplish or the value it provides. Identity encompasses the values, culture, and personality that distinguish it from others, shaping how it presents itself and operates. Together, they guide decision-making, inspire stakeholders, and ensure alignment between goals and actions. Essentially, the mission answers “why we exist,” while identity reflects “who we are” as an organization.