Mission statements in a corporate context are used to succinctly communicate the core attributes for the brand. These typically include a set of cultural beliefs and behaviors with regard to its employees. Some corporations use vision statements alongside or instead of mission statements. In some cases, corporations will define their brand goals as well. Mission statements, corporate visions and statements of brand essence/values can be used in combination with the specific business goals and objectives of a program to create a design brief. Branding is a study unto itself that every designer should have a feel for. The degree to which an existing brand heritage and DNA is leveraged when generating a design brief is a result of the relationship of three key factors: the design brief's effectiveness in meeting a business objective; the business objective's alignment with the brand; and the brand's fidelity in honoring its mission statement.