Defining your brand purpose is an essential step towards building a successful business. It is a statement that describes the reason why your company exists beyond making money. A clear and concise brand purpose can help you attract and retain loyal customers, differentiate yourself from competitors, and drive meaningful change in your industry. In this blog post, we will discuss how to define your brand purpose, using other real-life examples and expert insights from the business and academic world.
- Start with your “why”
Defining your brand purpose begins with understanding why you started your business in the first place. What motivated you to take this path, and what impact do you hope to make on the world? Your brand purpose should be rooted in your beliefs, values, and vision for the future.
For example, the skincare brand The Ordinary’s brand purpose is to provide “clinical formulations with integrity.” The brand’s founder, Brandon Truaxe, believed that transparency in the beauty industry was lacking and sought to change that by creating a skincare line with honest and straightforward formulations.
- Understand your audience
Your brand purpose should resonate with your target audience. To create a purpose that will appeal to your customers, you need to understand their values, beliefs, and needs. Research your target audience’s motivations and interests, and think about how your brand can connect with them on a deeper level.
For instance, REI’s brand purpose is to “inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship.” The company understands that their customers are passionate about the outdoors and the environment, and their purpose reflects this desire.
- Align with your industry
Your brand purpose should be relevant to your industry and address a larger societal issue. Think about how your business can contribute to a larger cause or make a positive impact on society. Aligning with an industry-wide issue can help differentiate your brand and give it a unique voice.
For example, the fast-food chain Sweetgreen’s brand purpose is to “make an impact by creating a community around real food.” The company is committed to using sustainable and locally sourced ingredients, and they also support social causes such as the Sweetgreen in Schools program, which promotes healthy eating habits in children.
- Make it actionable
Your brand purpose should be more than just a statement. It should guide your business decisions and inspire action. Think about how you can integrate your brand purpose into your daily operations, marketing, and customer experience.
For instance, the cosmetics brand Glossier’s brand purpose is to “democratize beauty.” The company has integrated this purpose into their marketing campaigns, such as the “Skin first. Makeup second” campaign, which encourages people to embrace their natural beauty.
In conclusion, defining your brand purpose is crucial for building a successful business. It should be rooted in your beliefs, resonate with your target audience, align with your industry, and guide your actions. By following these steps and using other real-life examples, you can create a brand purpose that will differentiate your business and drive meaningful change in your industry.
Brand Navigators 
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