Simply put, a brand purpose is its reason for being, the “why” you are in business. The reason you are passionate about your brand.
Now this can be difficult to get your head around. It can feel intangible, hard to express and that’s why many companies put that in the ‘too hard’ basket. Your competition have probably done just that and that is exactly why you should not. People buy into the reason why.
A purpose is about aspiration, what you are trying to achieve and it is always in front of you.
It is not to be confused with goals.
A brand purpose can help you define goals, post landmarks for your journey but a purpose is always set in front of you, it acts like a compass, pointing you in the right direction.
Your purpose helps you measure your progress and plan the trajectory of your brand. Your decisions are guided by that principle.
Time and resources are limited for every brand, with a brand purpose all those decisions are more efficient. You are always building toward something. And that makes your life so much easier.
Purpose will give you clarity, help you shape your brand communications and goals. It will also do that for your staff and for your customers.