How To Create a Brand Purpose For Your Business

How To Create a Brand Purpose For Your Business

Brand purpose is a term often used in marketing. It is a mission, vision or goal that drives your brand. When people hear your brand’s purpose, they will be able to understand why your brand exists.

When a brand purpose is well defined, it helps the whole company to focus on a set of shared values. It creates a common language and common sense for the organisation. But your brand’s purpose needs to be bigger than just the products or services you offer. It should be a reflection of the goals of your business. As a leading entrepreneur, you need to know what is the real reason why you are in business in the first place.

Do you know what your brand purpose is? You’re not alone if you’re still trying to figure it out. Most businesses don’t have a clear idea of why they exist. That’s why developing your brand purpose and working backwards toward your brand identity is essential.

In this article, you’ll learn how to create your brand purpose and figure out the correct brand identity for your business.

What is Brand Purpose?

What Is Brand Purpose Definition
Source: Natsumi Nishizumi

Brand purpose is what you’re going for when thinking about what you will do. It’s why you want to wear this brand. It’s why you like this brand.

It’s the reason you are choosing one product over another. And it’s the reason you buy the same brand over and over again. It’s what you’re looking for and why you are choosing this brand in the first place.

Why should you care about brand purpose? If you’re trying to get something, you need to be sure that what you buy is what you want.

If you’re buying something, you’re still determining what you’ll use it for, that’s different from the brand you’re looking for. If you purchased it but are unsure why you might wonder if you were wrong.

There is a difference between knowing a brand and feeling that brand. And it’s a big one.

It can be easy to forget why you chose a brand, and it can be easy to get carried away with your purposes. But the brand’s purpose is to remind you why you wanted it in the first place so that you know whether you’ve got it right or not.

Here’s how to think about brand purpose:

If you want to use your product for a particular purpose, you’re looking for a brand that is an excellent fit for that purpose.

For example, if you’re looking to buy a brand of headphones for listening to music and planning to use them for this purpose, you’d be looking for a headphone brand known to be a high-quality, comfortable pair of headphones.

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So, if you’re buying a pair of headphones to listen to music, you want to ensure that the brand is known for making fabulous headphones.

If you want to wear your product for a specific purpose, you’re looking for a brand that is an excellent fit for that purpose.

For example, if you’re looking to buy a brand of running shoes and planning to use them for this purpose, you’d be looking for a brand known for making comfortable, reliable running shoes.

So, if you’re buying a pair of shoes for running, you want to make sure that the brand is known for making good running shoes.

But there are times when you are buying the same brand repeatedly, and this is because you need to figure out what you will use the product for.

In those cases, it can help to think about brand purpose as an assurance of use.

For example, if you’re buying the same brand of socks but unsure what to use them for, it can help to know that they are very comfortable pairs of socks.

Because if you’re using your socks for a particular purpose, you’d be looking for a brand known to be a high-quality, comfortable pair of socks.

But how do you know that a brand is known to be a high-quality, comfortable pair of socks? Well, you can find out by doing a bit of research.

It can help to look into the reviews that other people have given the brand, and it can also be helpful to look at reviews of similar products that are known for high quality.

Of course, there’s no guarantee that all the products in a category will be suitable for that purpose, but if you are sure that you want to use your product for a specific purpose, then it can help to make sure that the brand is known for making that kind of product.

Why is it essential to have a Brand Purpose?

What Is Brand Purpose Rebranding

Brand Purpose is not only crucial for a business. It is the core reason why we make the products we do.

Brand Purpose is the reason behind our actions and is at the core of everything we do. A purpose gives our life meaning and ambition; it provides a sense of direction and purpose in our actions.

In this day and age, where many of us have jobs that are not fulfilling, it’s even more important to give our lives a reason.

So what’s the most common mistake we make when branding?

Most people think they need to get creative and develop a unique brand name for their business. This is often the first thing people think of when creating a new brand, but there are better ideas than this.

The truth is that your brand purpose should be at the forefront of your mind when you are branding your business. If your brand doesn’t have a purpose, you miss out on many opportunities.

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When starting your own business, it’s crucial to have a goal in mind, to understand your business model and what it is you want to achieve. Brand Purpose should be the reason behind everything that you do.

Brand purpose examples

Brand Your Retail Business Nike Branding

Nike

Nike is a global powerhouse, and the brand has a reputation for being a high-performance, elite, premium brand. Nike uses these qualities to build trust with its consumers.

A study by the London Business School found that consumers would spend more money on a product with the Nike brand than any other sportswear brand.

A recent study by Mintel found that consumers trust the Nike brand and believe it to be authentic and reliable. This is because the brand is known for being innovative and pioneering.

P&G

They’re working to help consumers thrive, enjoy daily life, and live more sustainable lifestyles. They are helping families and communities worldwide get through challenging times, supporting the next generation of leaders in the workforce, and ensuring a brighter future for generations to come.

P&G are building companies with integrity, where every decision is made with the highest standards of accountability and transparency.

In addition to a global focus, they are also working on solutions that help consumers thrive in their own lives.

As a result of its new purpose, they have created a Culture Framework that enables everyone to thrive in their role and lives while providing employees with tools and opportunities to do great work and be inspired.

They introduced a new, simple way to measure our progress in meeting the needs of customers and employees and to drive the company’s success. The metrics they are measuring are based on a purpose and show how we are helping consumers thrive and enjoy life every day, living more sustainable lifestyles, and improving the world around them.

Unilever

Unilever is a global leader in food, home and personal care products. Their portfolio includes some of the world’s best-known consumer brands, such as Ben & Jerry’s, Dove, Lipton and Sunsilk. Unilever operates in around 190 markets and employs over 270,000 people in over 70 countries. They aim to put people at the centre of everything they do and have five priorities:

  1. Feed the planet in a responsible way
  2. Take action on climate change
  3. Improve people’s lives
  4. Make our workplaces better places to work
  5. Invest in our future

Unilever’s brand purpose, “Feed the Planet, Respect Lives”, is its promise to deliver better quality, more sustainable and nutritious products that are good for people and the planet.

Unilever’s brand purpose is also our core value of “people at the centre”, meaning that the people who work for Unilever are the focus of our activities and that their business success is measured by the contribution they make to society and the communities where it operates.

Dove

Dove’s purpose is to “Change Beauty. Change Lives.” Since its founding in 1957, Dove has been committed to helping people change their perceptions of themselves and others through its award-winning campaigns, beauty products, and philanthropy. Dove’s purpose encompasses all of its activities, including advertising, product development, research and wellness initiatives.

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As a global company, Dove has offices in over 30 countries and works with more than 1,000 partners to deliver impact in markets such as beauty, health, environment, social responsibility, women’s empowerment and education. The Dove Foundation, established in 1985, is the company’s charitable arm and is active in five continents and more than 40 countries. Dove has awarded over $400 million in grants and donated more than $500 million in product donations and funding.

Apple

Apple has a mission to enrich people’s lives through the power of technology. Their purpose is to make the world’s most innovative products; they also want to give customers a trusted place to turn to for information, inspiration and connectivity.

Apple’s brand purpose is to ‘Make the World’s Most Innovative Products’. They want to bring innovation to their products, including computers, phones, watches and more. They don’t want to produce products that are just good. Instead, they want to create revolutionary products. These products can range from software, apps and hardware to consumer electronics and wearable devices.

How to develop your brand purpose

A brand purpose is a reason why your company exists. It provides direction and vision. And it should serve as the basis for everything your company does.

It’s crucial to develop a brand purpose for your business. You can start by asking yourself:

  • Why do I exist?
  • How do I want to be perceived?
  • What values will guide my actions?

These questions are part of your overall brand purpose.

Your company’s products and services also influence your brand purpose. Are they relevant to your customers? Does the purpose of your company align with the intention of your products or services?

A brand purpose is a constant. It’s something that’s always on your mind and always guiding you.

Some brands have obvious brand purposes. For example, Apple is famous for creating devices designed to make our lives easier. They’re easy to use, reliable, and beautiful.

In contrast, some companies make money. They’re not known for much more than that. But they’re still profitable, which is essential to a healthy business.

There’s a big difference between the two.

A brand purpose focused on money is no longer about creating value for your customers, which makes it irrelevant.

Your company’s brand purpose must be genuine. If it isn’t, it won’t last. Customers will eventually become dissatisfied.

So how do you develop a genuine brand purpose?

Here are four steps that you can use to get started:

1. Identify Your Current Purpose

Ask yourself: Why do I exist? What am I doing? Why am I doing it?

2. Identify Your Core Values

What values do I hold most dear? What are the things I value most?

3. Determine the Purpose of Your Products

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What are the goals of your products? What do your products or services do?

4. Determine the Brand Purpose

  • What is the purpose of your company? What does your company stand for?
  • What are your company’s core values?
  • Can you articulate a clear brand purpose?

If your answer is “no”, it’s time to change.

Your company’s purpose should be the foundation for every aspect of your business. It would help if you ensured that your products, services, and customer interactions align with your company’s purpose.

This is true for every business, whether you’re a manufacturer, retailer, or even an online service provider.

Think about the purpose of your business and then work to incorporate that purpose into every aspect of your business.

Building your purpose into your brand

Verbal Identity Example

As a business owner, you must build your brand into your identity. This is challenging, as brands are built over time, and your business will evolve. But making your brand into your identity ensures you’re constantly being true to your purpose.

It’s not that a brand identity is more critical than a purpose, but without the foundation of your goal, it’s hard to build a strong brand. As you develop your brand identity, it should be a reflection of your brand purpose.

So let’s get started with a few tips on building your brand into your identity.

What is Brand Identity?

Brand identity is your brand’s personality, image, and story. Think of it as your business’s soul. Brand identity is based on your brand purpose. It tells a story about your company and is a clear representation of what your company is about.

Building your brand identity starts with knowing your brand purpose. You can find your brand purpose by asking yourself:

  1. Why am I doing this?
  2. Why am I in business?
  3. What do I stand for?
  4. What is my core value?
  5. What makes me happy?

Your brand purpose will answer these questions. You can start developing your brand identity when you know your brand purpose.

Here are the main components of your brand identity:

Purpose: Your brand purpose is the reason why you are in business. It’s what drives you to do what you do every day. It answers the question: Why am I doing this?

Your brand purpose helps you determine the kind of company you want to be. You’ll be a compassionate brand if you’re passionate about helping people. You’ll be a financial brand if your business is all about money.

Visual Story: Your brand story is the visual representation of your brand purpose. It’s what you want your customers to see and experience when they think of your brand.

The visual story can include everything from your logo and tagline to your colour palette. It’s the “heart” of your brand.

Your brand message: Your brand message is a clear, concise statement of what your brand is all about. It’s the message you share with your customers.

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It’s easy to confuse the brand message with the brand promise, but it is about more than just the promise. It’s a short, compelling statement that tells your customer why you’re different.

Brand identity is a living, breathing entity, so it’s essential to keep it updated. As you learn more about your industry, you’ll find that your purpose changes. As you change, so should your brand identity.

Find your purpose and take your brand to the next level.

Lidl Brand Promise Example Quality

Finding your brand’s purpose and taking it to the next level is much work, but it doesn’t have to be complicated or tedious. When you start creating a brand, your first goal should be to determine what makes you different from your competitors. You’ll need to think carefully about your brand so that it can deliver value to your customers and potential customers.

Brands are made of two things: purpose and promise. The objective is to explain why a customer or potential customer should choose your brand over your competitors. The promise is what you will do for your customer once they choose you.

If you’re not sure what your brand purpose is, ask yourself these questions:

  • Who are my customers? What makes them different from me?
  • Why do they choose me over my competitors?
  • How will I make their lives better?
  • You’ll need to dig deeper if your answer needs to be clarified.

Your Purpose and Promise

A brand’s purpose defines what it stands for, while its promise describes what it will do for your customers once they choose you. The combination of these two elements creates a clear vision for your brand.

The best brands have an obvious purpose and promise, and they live up to both. They can even inspire customers to join the brand, even if it still needs to be available.

To understand your brand’s purpose, it’s crucial to identify the problem you’re solving, the pain your customers are facing, and the action they’re taking to solve it. For example, a brand like Apple is solving problems that its customers are facing by making devices that are easy to use and accessible.

When you’re clear about your brand’s purpose, you can build your promise around it. For example, if your brand purpose is solving problems that your customers are facing, you will promise to make products that are easy to use, accessible, and intuitive.

Wrapping Up

To answer the question “what is your purpose?” is simple. It’s a simple answer. It’s your mission statement. It’s what you’re here to accomplish.

The truth is that every business has a brand purpose. Whether it’s for profit or not, it’s essential to have a clear purpose. This will allow you to focus on a singular goal and build the business around that goal.

As you look at your business from the outside, you can’t see it. But from the inside, you can see everything.

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