Brand Purpose is Important to Your Brand Success

Brand Purpose

Your Brand Purpose Defines Your Brand Success.

Brand purpose is typically a phrase or sentence that summarizes the company’s reason to exist and how it wants to impact the world in a particular way positively. 

It could be something like, “Our mission is to make people feel completely at home.”

“Why should I care about brand purpose?” You may be asking yourself.

Agitate: It’s no secret that in today’s marketplace, brands are more important than ever to stand out from the crowd and differentiate themselves.

And while everyone knows this, most companies are not doing enough to create a true sense of purpose within their organizations or with their customers.

As a result, they are missing out on opportunities to build deeper relationships with customers and employees by creating products and services that truly matter — inside and outside the company walls.

The good news is there is hope!

Brands can take actionable steps toward establishing meaningful connections between business strategy and consumer experience by building an internal culture of purposeful innovation where every employee understands how his or her role contributes to achieving higher purposes.

This type of culture enables people throughout the organization—from front-line workers up through senior management—to embrace change as an opportunity rather than a threat.

Brand purpose is Important to Your Brand Success.

Brand purpose Important Brand Success

A brand’s purpose is typically a phrase or sentence that sums up the company’s reason to exist and how it wants to impact the world in a particular way positively. It could be something like, “Our mission is to make people feel completely at home.”

Some brands, such as Coca-Cola, even include their branding on their logo: “Delight Every Moment of every day” (Coca-Cola). 

This helps customers easily identify what they stand for and why they should buy from them. A brand with a clear sense of who it serves and why will likely see success because customers will want what it offers if they understand its values.

And this can be done for a brand purpose.

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Brand purpose is important to brand success because it helps customers understand why they should buy from you and helps the brand identify what values are relevant to the brand.

Many examples of brands with strong branding including the Nike brand. They clearly understand who they are serving, which is communicated to their customers through the brand’s identity. The brand has a simple but powerful mission statement called “Just do it.”

This communicates what they stand for and why consumers should purchase from them.

A brand can define its brand purpose in three ways:

  1. by looking at its logo or slogan
  2. by answering three key questions that will help them to figure out what they stand for
  3. by reading it out loud

The Nike brand is well-known for its simple but powerful mission statement – “Just do it.” This communicates what they stand for and why consumers should purchase from them.

There are many ways to help you figure out the brand’s purpose. One way to figure this out is by conversing with your team members about a brand

Try asking yourselves questions like: 

  • Who are we serving? 
  • What values do we represent? 
  • How can our brand positively impact the world? 
  • Talking about these questions will help you discover who the brand serves and what brand values are.

Branding is important because it helps customers understand why they should buy from you and helps the brand identify what values are relevant to the brand.

Nike is one brand that clearly understands who they are serving and what brand values are relevant in the brand.

What brand purpose is

What brand purpose is

Branding is typically a phrase or sentence that summarizes the company’s reason to exist and how it wants to impact the world in a particular way positively. 

A brand’s purpose is typically a phrase or sentence that sums up the company’s reason to exist and how it wants to impact the world in a particular way positively. 

It could be something like, “Our mission is to make people feel completely at home.”

Examples of brands with strong branding

Examples brands with strong brand purposes

Since Target’s brand purpose has been “To be the best place for brand names at lower prices,” they have provided clothing, home goods, and appliances for everyone.

Apple’s branding is “to make products that change people’s lives.” They can achieve this by designing high-quality electronics for their customers and providing an innovative work environment.

Ikea’s brand purpose is “to create a better everyday life for many people.” Their brand allows them to provide stylish, practical furniture at affordable prices.

What brand purpose is has become an increasingly important part of brand success in the market today. J.C. Penney, Apple, and Ikea can clearly define their brand in this way, which helps communicate their brand image to consumers worldwide. 

Ways to help you figure out what your brand’s “purpose” should be

what your brand purpose should be

You need to figure out what your brand’s “purpose” should be.

  • Figure out what your brand wants to do for the world and how they want to impact the world in a particular way positively.
  • You can come up with branding by asking yourself questions like:
  • What am I passionate about?
  • What am I good at?
  • How can I make money while doing what I love?
  • Who will be my customer/target audience?
  • What does my brand stand for?
  • And so much more.
  • Try to develop branding different from all the other brands out there, but still stick to something that everyone can relate to and is believable.
  • You can also go based on what your brand’s product is based around, e.g., if your brand is focused on health, you could also have a brand purpose rooted in health.
  • Once you have figured out the brand purpose, try sticking with it as best as possible and keep a promise no matter what!  

After I figured out my brand purpose, I wrote it down in one sentence.

My brand purpose is: “To make people’s lives better and easier.”

I came up with this branding by asking myself these questions:

  • What am I passionate about?
  • What am I good at?
  • How can I make money while doing what I love?
  • Who will be my customer and target audience?
  • What does my brand stand for?
  • And so much more.
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Conclusion on Brand Purpose

Brand purpose is a brand’s reason for existence, and it can be summarized as one sentence or phrase that outlines the company’s goal to positively impact the world in some way, shape, or form.

Though branding isn’t always easy to find and implement within your brand strategy, it has been proven by many studies to impact how successful brands are at their current time of life cycle.

That being said, there are three key steps you should take if you want to develop brand purpose: understand what brand meaning already exists among customers; create a compelling vision statement based on customer insights, and finally, create actionable goals around this new brand meaning/vision statement which will help achieve your desired outcome (whatever that may be). 

Branding is an important part of brand success because it gives companies a reason for being, which customers can relate to. It also helps establish where the brand wants to go, so they know what goals need to be achieved along the way.

General FAQs

What is the brand’s purpose?

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Brand purpose is typically a phrase or sentence that summarizes the company’s reason to exist and how it wants to impact the world in a particular way positively.
Examples of brand purposes:
– Making kids feel like superheroes, one Halloween at a time. (Carvel)
– Removing barriers and leveling the playing field for everyone else. (Newton Running)

Why does brand purpose matter to your brand’s success?

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Brand purpose is an important component of brand strategy. It helps explain the company’s reason for being and ensures brand integrity over time by providing a foundation for a brand’s actions. Brand purpose can help drive customer interest and employee engagement when properly defined.

How do you find out what a brand’s brand purpose is?

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You can ask several questions to understand the brand’s purpose better. For example, here are some brand-specific queries:
– What do you think about when you hear “XYZ brand” (this is the brand’s mission)?
– Which word would best describe our brand? Why did you pick that word?
– What would you say if one of your customers described what they liked about your brand?

Can a company have more than one brand purpose?

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Yes, one brand can have more than one brand purpose. It is typical for brand purposes to differ across regions of the world. For example, Toyota’s brand sense in Europe includes less aggressive driving than its U.S. counterpart, reflecting road conditions and consumer preferences. Similarly, but on the flip side, Mercedes-Benz has a brand purpose for “Luxury Events” in selected areas due to special celebratory events or functions that require limousines – this differs from their typical focus on power and performance needs.

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