- To strongly advocate for good land use planning that serves to reinforce the predominant characteristics and the intent of the original plan for Long Branch.
- To promote measures that enhance the aesthetic, safety, security, environmental and economic viability of Long Branch.
- To celebrate the identity and history of Long Branch, reflecting the diversity of its residents and their activities.
- To stimulate economic and commercial sustainability of Long Branch and the lakeshore.
- To maintain ongoing awareness of issues concerning Long Branch and its citizens, and to communicate these to residents.
- To represent Long Branch at all levels of government and public sector for the purpose of influencing political action and service delivery affecting Long Branch.
- To drive collaborative initiatives and engage with business associations and the private sector for the purpose of growing the social and economic life of Long Branch.
- To oppose measures which threaten the objectives of the Corporation.