Whether you’re inspired by Jinn’s mystical approach or have your own unique vision, crafting a mission statement that resonates begins with your brand’s WHY. By defining your purpose, articulating how you’ll bring it to life, and clearly stating what you offer, you’ll create a mission that attracts customers, builds loyalty, and guides every decision your brand makes.
Creating a powerful brand mission statement is about capturing your brand’s core purpose, beliefs, and unique identity. When thoughtfully crafted, a mission statement becomes more than just words; it resonates deeply with customers, guiding their understanding of who you are and why your brand exists. To illustrate this, let’s explore the branding concept behind Jinn Café, a modern coffee house in Funchal, Madeira we helped build at Oneline Design.
At Oneline we wanted Jinn Café’s brand to go beyond coffee, becoming something that feels mystical, yet deeply personal. The name Jinn is rooted in Arabic mysticism, referring to spiritual beings that influence human actions and emotions. Just as every person is said to have a personal Jinn that guides them, this cafe would embody a similar force—an unseen influence sparking connection and inspiration. Behind each coffee bean lies a “Jinn” of sorts, infusing the drink with a unique energy that impacts each customer. This name was chosen not only for its mysticism but for its ability to convey a sense of intimacy and unseen influence. For Jinn Café, the WHY became about more than coffee; it’s about creating a space where people feel subtly influenced by the atmosphere, aroma, and community around them. Each cup serves as a reminder of this unseen energy, an experience designed to stay with the customer, like a personal Jinn.
In the methodology of the creation of Jinn’s brand mission, we are using Simon Sinek’s “Golden Circle” to clarify our brand’s message. This is done in three consecutive steps that we will talk about in this article:
- Step 1: Define Your Brand’s Core Beliefs and Purpose (WHY)
- Step 2: Outline How Your Brand Will Fulfill This Purpose (HOW)
- Step 3: Clarify What Your Brand Offers to the World (WHAT)
Define Your Brand’s Core Beliefs and Purpose (WHY)
The WHY of Jinn Café: “We believe in the soul of coffee.
We believe in those who love to experience new ways how coffee is used.
In bold beans that consists of our calm vigor. In essence that charms with its expressive aroma. Because we believe coffee intensifies our passion, making us bold as a Tribe to build a better world together… The world where we allure.“
Jinn Café’s mission is centered on a deep belief in the soul of coffee. When Marie and Robert—the founders of Jinn Café—first came to our studio, they had already started brainstorming ideas, but they were unsure of which direction to take next. Among their initial concepts was the idea of coffee as more than a drink, envisioning it as an influence on the individual. This is where the soul of the coffee concept truly began to take shape.
This belief goes beyond simply serving coffee; it’s about celebrating the transformative power of coffee to bring people together, elevate moods, and spark passions. Jinn’s WHY connects directly with its target audience—those who seek new coffee experiences and a sense of community. This purpose sets Jinn apart from typical cafes, establishing a unique foundation that resonates with modern coffee lovers.
Outline How Your Brand Will Fulfill This Purpose (HOW)
The HOW of Jinn Café: “By using carefully chosen coffee beans, we satisfy the need for coffee for people willing to sit and relax or stop and go, at any part of the day. But we never stop moving… moving with style.“
The HOW of a brand mission statement specifies how the brand will accomplish its purpose in a way that aligns with its identity and values. Jinn achieves this by focusing on carefully selected coffee beans and curating a space where people can either relax or enjoy their coffee on the go. This commitment reflects the brand’s character—serving both “movers” and those seeking a moment of calm.
From the start at Oneline, it was clear that Jinn’s founders aimed to bring a Starbucks-quality experience to Madeira, importing specially selected, high-quality coffee beans. Our task was to create a story that would reflect and enhance the exceptional quality of their coffee. By defining Jinn’s HOW, we bring the intangible into the tangible—showing how Jinn is not just a coffee house, but an experience provider for a diverse range of coffee enthusiasts. This clarity reinforces the brand’s promise, demonstrating how it fulfills customer desires while staying true to its purpose.
Clarify What Your Brand Offers to the World (WHAT)
The WHAT of Jinn Café: “Jinn is a cafe for modern coffee users and everybody else.
We serve the movers & movement makers.“
The WHAT defines the tangible output of the brand—the products or services it provides to realize its purpose and values. Jinn Café is, at its essence, a café that serves coffee. But by focusing on the needs of the “modern coffee users and everybody else,” Jinn refines its identity as a brand catering to the adventurous and the passionate.
By aligning its WHAT with its WHY and HOW, Jinn delivers an experience that goes beyond a typical café, embracing the dynamic spirit of its audience. This cohesion makes Jinn’s brand mission statement both aspirational and grounded in real-world offerings.
Crafting a Mission with Words that Resonate
Jinn’s Mission Statement: “Your Mystical Influence.”
To create a mission statement that resonates, in Jinn Café we also use evocative language, reinforcing its brand personality. Words like tribe-like, calm, intensive, and alluring reflect the essence of Jinn’s identity, which combines a sense of tradition with modern, mystical charm.
In a branding session, it’s inspiring to brainstorm dozens of words and distill them down to 10 to 15 that truly capture the heart and soul of the brand—the very same thing we did with Jinn.
Later, by associating its brand with concepts like celestial influence, the gravitational pull of the Moon, and the aroma of coffee as an “influence” Jinn speaks to those who see coffee as more than a drink—it is an experience, a ritual, a moment of personal connection.
Bringing It All Together: The Jinn Café Example
In developing your own brand mission statement, look to Jinn Café as a model of integrating WHY, HOW, and WHAT with words that capture the brand’s spirit. The result is a mission statement that speaks not only to the brand’s products but to the impact it wants to have on its customers and the world.
Ready to Craft Your Brand Mission Statement?
Whether you’re inspired by Jinn’s mystical approach or have your own unique vision, crafting a mission statement that resonates begins with your brand’s WHY. By defining your purpose, articulating how you’ll bring it to life, and clearly stating what you offer, you’ll create a mission that attracts customers, builds loyalty, and guides every decision your brand makes.
For a deeper dive into brand mission statements, that will guide your brand’s journey and inspire your audience to connect on a meaningful level, read more on our principle of purpose: Start with WHY: Uncovering the Purpose that Drives Inspiring Brands.
Ready to craft your brand mission statement? Define your brand’s purpose, create designs that resonate, and connect with an audience that shares your beliefs. Discover how Oneline can help you create your WHY, HOW, and WHAT with purpose-driven branding, design, and strategy. Schedule a free call with us below.
Author: Simon Stojanovski
