This document discusses how to develop a mission and brand as a love story by finding your passion, telling your story, forming a tribe to share it with, and evolving over time. It emphasizes that brand is about connecting rational and emotional elements to create a sustainable competitive advantage. The process involves first creating a story, then informing, inspiring and empowering others with that story. The brand and mission should evolve as long as it continues to thrive through its leader, tribe, or on its own if leadership changes. Several sources of inspiration on branding and meaning-based frameworks are referenced.