A purpose statement is the cornerstone of a brand strategy and the foundation for all communications. It proclaims one clear, driving reason for believing in Easterseals. It’s a ringing rallying cry and declaration of leadership that motivates staff to come to work and inspires the public to support our cause. Whenever we need to tell people what drives us, what inspires us and where we focus our energies, we should refer to this foundational declaration. If you need a brief elevator speech, draw on this simple but powerful purpose statement. The statement eliminates the need for additional mission and vision statements, which so often are long and complicated, and rarely remembered.