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How to Define Your Brand Purpose and Why You Need One



How to Define Your Brand Purpose and Why You Need One

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When it comes to running a successful business, having a clear and concise brand purpose is essential. Why? Because without one, you’ll find yourself struggling to connect with customers on an emotional level and differentiate your company from the competition.

In this article, we will discuss what brand purpose is and why it’s so important for businesses to establish one. We’ll also provide tips on how you can create a powerful brand purpose for your company!

What Makes Up Your Brand Purpose?

Your brand purpose is essentially the reason why your company exists. It’s the driving force behind everything you do and should be something that your employees are passionate about.

Your brand purpose should be more than just making money. It should be something that inspires and motivates you to achieve your goals. It’s the reason why you get out of bed in the morning and come to work each day.

Think about some of the most successful companies out there. What is their brand purpose? For example, Nike’s brand purpose is “to unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.” This is a powerful statement that resonates with their customers on an emotional level.

Does Having a Brand Purpose Really Matter?

When customers know what your company stands for, they are more likely to trust you and become loyal advocates. In fact, studies have shown that customers are willing to pay more for products and services from companies that they believe are purpose-driven.

Additionally, companies with a clear brand purpose are able to attract and retain top talent. Employees want to work for companies that align with their personal values and where they feel they can make a difference.

So yes, having a brand purpose does matter! If you want to create a successful and sustainable business, it’s essential that you establish your brand purpose.

How To Define Your Company’s Brand Purpose

Now that we’ve discussed the importance of having a brand purpose let’s talk about how you can define one for your company. There are a few key questions you’ll need to answer to establish your brand purpose:

  • What problem are you solving?
  • Who are your target customers?
  • What sets you apart from the competition?
  • What are your core values?

Once you have answers to these questions, you’ll be well on your way to defining your brand purpose. Keep in mind that it should be something that is simple, relevant, and authentic. It should also be something that you can easily communicate to others.

Defining your brand strategy is more than just coming up with a catchy slogan. It’s about creating a deep connection with your customers and employees that will last for years to come. What’s even more important is that it should be something you’re passionate about. Passion shows, and it’s contagious! So when you’re crafting your brand purpose, make sure it’s something that gets you excited.

Step-By-Step Instructions for Writing a Brand Purpose Statement

Now that you know the importance of having a brand purpose and how to define one, it’s time to start writing your own brand purpose statement. Here is a step-by-step guide to help you get started:

  1. Start by brainstorming a list of words that describe your company. These could be adjectives, nouns, or verbs. Doing this will help you get a better understanding of the heart of your business.
  2. Next, narrow down your list to three to five words that you feel best represent your company. These should be the words that you want customers to associate with your brand.
  3. Once you have your list of words, start writing out your brand purpose statement. Keep it short, simple, and to the point. Make sure that your statement is something that you can realistically achieve. It should also be something that gets employees excited about coming to work each day.
  4. After you’ve written your brand purpose statement, share it with employees and get their feedback. Make sure that it’s something that they can easily understand and that they feel passionate about. Getting feedback from employees will help ensure that your brand purpose is something that everyone can get behind.
  5. Now that you have a brand purpose statement, it’s time to start living and breathing it. Make sure that your purpose is reflected in everything you do as a company. From the way you market yourself to the way you treat your employees, your brand purpose should be at the heart of everything you do.

How to Ensure You’re Brand Lives Up to its Expectations

Creating a brand purpose is one thing, but making sure that your brand lives up to its purpose is another. If you want to ensure that your company is living up to its potential, there are a few things you can do:

Regularly check in with employees and customers to see how they feel about your brand. Are they passionate about what you’re doing? Do they feel like you’re living up to your purpose? Asking for feedback on a regular basis will help you gauge how well you’re doing and where you need to improve.

Make sure that your marketing efforts reflect your brand purpose. Your marketing should be an accurate representation of who you are as a company. If it’s not, customers will quickly lose interest. Another thing to keep in mind is that your marketing should be consistent across all channels. In fact, you should be consistent in everything you do. Your brand purpose should be reflected in every aspect of your business, from the way you answer customer service calls to the way you design your website. Being consistent will help build trust and credibility with customers.

Businesses shouldn’t be afraid to take risks. In order to truly stand out from the crowd, you need to be willing to take risks. This doesn’t mean that you should do something completely out of character for your brand, but it does mean that you should push yourself outside of your comfort zone. Trying new things will help you attract new customers and stay relevant in today’s ever-changing marketplace.

Of course, there will be times when you make mistakes. And that’s okay! What’s important is that you learn from your mistakes and use them as an opportunity to grow. So long as your growth stays true to your brand purpose, you’ll be on the right track. No company is perfect, but by having a clear brand purpose, you can ensure that you’re always working towards something better.

Brand Purpose is Integral to Success

A brand purpose is one of the most important things you can establish for your company. It’s what will make you relevant, trustworthy, and credible in the eyes of customers. And it’s what will make employees want to come to work each day. So if you’re not sure where to start, use this guide as a starting point. And remember, a brand purpose is something that should be simple, relevant, and authentic. Something that everyone can get behind and that reflects who you are as a company. So get out there and start defining your brand purpose today!

Kyle Johnston is a Founding Partner and President of award winning brand, content creation & creative agency, Gigasavvy. After spending the last 20+ years in Southern California, Kyle recently moved his family to Boise, ID where he continues to lead the agency through their next phase of growth.

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