Why purpose matters

A well-defined purpose provides a clear direction for your brand, guiding your decision-making internally and inspiring your colleagues. When a brand has a genuine purpose, it becomes more than just a logo, or more than just a slogan; it becomes a movement that resonates with people on a deeper level. This can lead to increased brand loyalty, customer advocacy, and ultimately, business growth.

Defining your purpose, mission, and values

Before diving into your marketing strategy, take the time to carefully define your brand’s purpose, mission, and values.

1. PURPOSE

A brand’s purpose is its heart and soul. It’s the guiding light that illuminates every decision, from product development to marketing campaigns. It’s more than just a mission statement; it’s a deep-rooted belief that drives a company to make a positive impact on the world.

Purpose is distinct from mission. While mission outlines a company’s goals, purpose is the underlying reason for existence. It’s about connecting with a deeper level of meaning and inspiring everyone involved – colleagues, customers, and stakeholders alike.

To start defining your brand’s purpose, consider this question: What do you hope to achieve beyond profit? For example, you might aim “to empower communities through education and sustainable practices.”

2. MISSION

A mission statement is a concise declaration of a company’s purpose. It outlines what the company aims to achieve and why it exists. It’s often a more practical and goal-orientated statement compared to a brand’s purpose, which is more aspirational and emotionally resonant.

3. VALUES

Brand values are the fundamental beliefs and principles that guide a company’s actions and decisions. They are the core qualities that define a brand’s personality and shape its interactions with customers, employees, and other stakeholders. Brand values should be:

Authentic – they should reflect the company’s true nature and be genuine.

Memorable – they should be easy to remember and communicate.

Inspiring – they should motivate and inspire employees and customers.

Differentiating – they should set the brand apart from competitors.

Brand values should be reflected in everything a company does, from its products and services to its marketing communications and employee interactions. They should be lived out by employees at all levels of the organisation and should be communicated clearly to customers and other stakeholders.