These days to be a successful company it’s not enough just to provide great services and have excellent customer service. Your customers also care about what sort of impact you are making to the industry you are in. The purpose of the brand – a sense of purpose that truly connects you and your audience.
A powerful brand purpose serves the company intents to influence the world for the better. It synchronizes consumers and the community into a statement of hope, purposes, and pursuit. It’s a very subconscious state of mind that makes you believe you are on the mission of something big and positive.
So what exactly is a brand purpose? How do we define it, and what is the importance of it?
“Putting in long hours for a corporation is hard. Putting in long hours for a cause is easy.” – Elon Musk, Tesla Founder.”
Simon Sinek clarified it best for me ‘a higher-order reason for a brand purpose to exist than just making a profit’. Brand purpose is never about a profit. Deeply understanding your company “WHY” provides the essence on which to build everything else, while your brand “HOW” is organizational culture and your brand “WHAT” is what products or services you offer as a company.
Importance Of Brand Purpose
So we established, that Brand Purpose – is an organization with a powerful brand purpose is one that has a higher reason for being than just making a profit. But why is it so important?
“Brand purpose makes you irresistible to those you hope to serve,” says Dan Salva, branding expert and the author of Big Audacious Meaning – Unleashing Your Purpose-Driven Story. “Prospects are drawn to the idea that their spending can do more than just help them acquire goods and services—it can help them feel like they are part of a bigger effort. A movement to make a difference.”
“A rising generation of consumers is looking for brands to stand for something bigger than the products they sell,” says Bemporad. “They want brands to embody an inspiring ethos, bring a strong point of view, and take action to make a positive impact in the world.”
Having clear Brand purpose is essential in the long run, it helps you to build a community that follows your brand, not just because you have great products, services or customer service, but you have a good purpose, which has nothing to do with making profits.
Difference Between ‘Purpose’, ‘Vision’ and ‘Mission’
They should not be any confusion between clarifying your brand’s: Mission Statement, Vision and Purpose.
Let’s simplify and differentiate them:
- Purpose is the ‘Why’ you exist: The higher-order reason for being for a brand or business than just ‘making a profit’
- Vision is ‘Where’ of where you want to get to: The destination (not the final one) of what you want the brand or business to be in the future
- Mission is the ‘What’ of you should do to get there: These could be specific initiatives or tactics centered around product development, operational excellence, go-to-market strategies or brand communications.
“Your brand vision is where you are going. Your mission is how you will get there. And your values define how you will act along the way. They are all inward-focused. They represent you talking about your brand. They are important to define, but none of them are as powerful as your purpose,” says Salva. “By clarifying your purpose, you help people understand how your brand serves them and their world. And it sets the stage for inviting them along to pursue the larger purpose you have clarified for your brand.”
Defining Your Brand Purpose
You can start defining your brand purpose by asking your “WHY”.
According to Dan Salva, there are three key questions you need to ask yourself when defining your brand purpose:
- What are you best at?
- What are you passionate about?
- What difference can you make?
Answering to these questions will clarify your company culture as well, and will give you invaluable insight into what drives you as a brand. Everyone in your organization should believe and live the purpose of your brand. Therefore it’s a good idea to place your statement somewhere visible for everyone to see, every single day when they step into your building.
“Start inside and work out. Your team members need to be believers in the brand purpose. Focus on them first. Help them understand the purpose and get excited about it,” says Salva.
Some Examples Of Brand Purpose
Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
Starbucks: “To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.”
Google: “To organize the world’s information and make it universally accessible and useful.”
Coca-Cola: “To refresh the world…To inspire moments of optimism and happiness.”
Walmart: “Saving people money so they can live better.”
Zappos: “Delivering Happiness.”
Coca-Cola: “to inspire moments of happiness.”
FedEx: “to bring peace of mind to everyday connections.”
Airbnb: “to empower creative exploration and open new experiences.”
Mercedes-Benz: “to epitomize a lifetime of achievement.”
Dove: “to celebrate every woman’s unique beauty.”
Clearly defining your brand purpose is a one-time deal, but really standing behind and fully representing that purpose on your journey is another challenge. But it’s good, healthy challenge, that can potentially bring your brand to the place where you couldn’t even dream of being. Your customers will feel it, and they follow you along the way. To make it easy for you.
Go define your brand purpose and make sure it’s powerful enough to keep you going and to make a difference in this world.
What’s your brand purpose? Have you defined it yet? Let’s discuss in the comments👇