How to Define Your Brand Purpose
You may think you know why your business/brand exists. You know what you sell or what service you provide. You know how you do it.
But do you know why? Do you know the driving power and purpose behind your brand?
That is what we’re talking about when we use the phrase “brand purpose,” and it’s important that we take some time to get crystal clear on what yours is so that you can have a thriving, lifelong business that brings you joy and affords you the life you deserve.
One of my favorite quotes is:
“You don’t connect with a product. You connect with what they stand for.”
Think about it - if you’re working on a project, it’s hard to dedicate yourself simply to a company. But it’s much easier to commit your time and energy toward a purpose.
So whether it's your side hustle or your full-time job, I believe you can find more joy in your work - and if you have a team, they’ll find more joy in the tasks you ask them to do - once you have a clearly defined brand purpose.
Ask Yourself This One Question
Not sure what your brand purpose is? Then you’ve come to the right place! Let’s figure it out together. To kick things off, I have a question for you:
Take a minute to think about it, drop your answer down below or on this Instagram post if you want some support. We’re only just getting started, but an honest answer to this one question is essential and will help you answer all of the other hard questions that come your way when running a business. In fact, it will make those questions easier to answer!
What is a “Brand Purpose,” anyway?
Let’s back it up just a minute. What is a “Brand "Purpose” anyway? Your brand purpose is the WHY behind your business, but what does that mean? Simon Sinek’s work around the ‘why” of a brand paints a really clear visual:
Knowing the WHY behind your company creates the foundation for you to build everything else - the HOW (in-store experience, company culture, customer service) and the WHAT (products, services).
For example, if you answered the above question with: “I’m going to guide female entrepreneurs down a path of success with less burnout through branding tips and self-love reminders,” it’s clear that your WHY is to help female entrepreneurs thrive in a balanced way. (That’s my why, by the way, and it makes me leap out of bed in the morning.)
So if I were to ask an employee to work long hours with me to create a weekend retreat to teach women the tools they need to form a healthier hustle, it wouldn’t be that hard assuming they align with my why (aka my brand purpose). But if it seemed like my purpose was simply to put money in my bank account, I may struggle to find a go-getter who will stand by my side, regardless of the salary. We are all human after all, and we have an innate desire within to help others and to make a difference. Getting clear on your why won’t just help you find more passion and energy for your business, it will help your employees or future employees as well, and it will create a more loyal customer base. Purpose makes your brand more attractive to all. Win/Win/Win.
So if you skipped answering that question up above because you thought “I’ll come back to it, let’s see what else she has to say,” grab a piece of paper or open up your Notes app, and jot something down! It doesn’t have to be perfect. Take that first step. I promise you’ll be so glad you did.
"How you are going to change the world for the better with your business?"
Why does my Brand Purpose Matter?
Let’s say you are starting a business, and you’re excited about picking out a logo and some pretty pictures for your Instagram feed. But have you established your brand purpose?
Let me tell you something:
Branding = Purpose.
Purpose = Branding.
They are synonyms. You cannot develop an accurate brand that represents who you are and why you exist if you don’t know what your brand purpose is. Your logo, colors, fonts, brand voice, and more all build from a solid brand purpose.
So why does it matter? Because people don’t connect with a product. They connect with what you stand for. And you could have the prettiest logo in your product category and a beautiful website, but if you’re not accurately portraying what you stand for and why your product matters to me, I won’t connect on a deeper level, I won’t tell my friends about you, and I won’t become a lifelong, repeat customer.
So it matters if you want to stay in business. It matters if you want to grow. (Increase in Revenue) It matters if you want to create something that lasts and supports you and your family and offers exceptional wages and a good quality of life to your employees. It matters if you want to leave a legacy. It matters if you want to go to work every day knowing that your customers know what you stand for and they are on the bandwagon. (Competitor Advantage) It matters if you want to spend less time recruiting new customers because you have repeat customers. It matters if you want your customers to tell their friends and post about it on social media. (Customer Loyalty) I may sound like a broken record, but honestly I can’t say it enough. It matters!
“Stand for something more than what you sell or the services you provide.”
If you sell candles, I doubt you’re not making candles because you love pouring wax and packing up boxes all day. Maybe you’re hoping to enrich someone’s life by bringing them a little peace at the end of the day. Maybe you’re educating others on sustainable business practices or you’re giving back to children in need with every candle sold. Dig down deep. What is the soul of your business? And how will your purpose motivate or inspire others who come in contact with your brand?
Your Purpose is the Most Important Element
Understanding your WHY is non-negotiable, and identifying your core values aren't just another step in building your brand. They are the biggest step. It has been taught that there are 4 “Ps” in marketing: Price, Product, Place and Promotion. But the man who first coined that concept, Professor Philip Kotler, has acknowledged that there are actually 5 “Ps” and the fifth one is, you guessed it, Purpose.
Examples of Great Brand Purposes
Here are a few stellar brand purposes:
Nike: To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.
Starbucks: Our mission: to inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.
Sweetgreen: To inspire healthier communities by connecting people to real food.
Tesla: To accelerate the world's transition to sustainable energy.
TED: Spread ideas.
Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
If you’re not clear on your brand purpose or you lose your way, it can affect your bottom line. Let’s take The Body Shop, for example. They lost the leadership of their eco-pioneer founder Dame Anita Roddick when they were acquired by L’Oreal, and the brand lost their way a bit. I have to be honest, I’m a green beauty enthusiast, and I don’t use their products because I wasn’t clear what their standards were or what their purpose was. I felt no connection to the brand. Well, recently they hired not one but three agencies to help them get back on course and shout their brand purpose from the rooftops.
The Body Shop: committed to business as a force of good, feminism and sustainably-sourced ingredients.
Lionel Thoreau, global brand director at The Body Shop, said: "… Our brand rejuvenation strategy will allow us to bring our commitment to business as a force for good to the very forefront of our interaction with customers throughout their experience with us. We want to inspire them to join us as activists generating positive change for causes that matter …”
You can read more about their strategy and goals in this article, but suddenly, with just that little bit of information (business as a force for good… join us as activists generating positive change for causes that matter), I’m on Team Body Shop, and I’m anxious to try some of their products again! That’s how powerful a clearly communicated brand purpose is. Their mission feels like my mission, so now I feel a connection to them. It’s like magic, and we can all become magicians.
The moral of this story: having a brand purpose is Step 1. Step 2 is communicating your brand purpose and Step 3 is walking the walk.
Recommended Reading: Find Your Why by Simon Sinek
