USE THESE CENTRAL PILLARS FOR YOUR BRAND MANIFESTO
The aspirational goal, what you're looking to become, or what you're looking to achieve. This is a way of describing your big, hairy, audacious goal (also known as a BHAG).
What you do day to day – your daily operations. It guides the brand toward the vision. It helps keep the organization (or individual) on track with the right focus and priority. It inspires the operations to continue when the going gets tough.
These are your core principles. These are the drivers that at the core you genuinely believe in, the non-negotiables if you will.