Where does it mean? Where does it come from? Why did you choose it?
If you don't have a "mission statement" that's okay! Just roughly tell us what your company's purpose is.
Be descriptive! Just to clarify, we are asking about the brand you want to create. Not the one you currently have.
If so, describe them here.
This often involves gender, age, socio-economics, etc. It's better to be descriptive!